VEDUTA｜Kimono

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Brand

RE・DESIGN JAPANESE KIMONO

VEDUTA

2018

Kimono

Designer Masashi Watanabe

History 1

Being shocked in Miran

I studied overseas in Miran to pursue my interest in western fashion industry, but the whole experience in Miran had brought me the major breakthrough on my perspective on fashion.

What I saw there was the never ending line of people waiting to see the exhibition of Japanese armament, Kimono wearing class full of reservations, and more.

I felt that "Japan" is demanded by the world.

This experience also made me realize that I was pretending to be someone else: being dressed in westernized fashion while my true passion was facing directly at my country of origin, Japan.

History 2

Kimono was widely worn in mere a century ago

The experience that I had in Miran made me realize my identity as a Japanese, and the perspective I had toward fashion.

People wear modern clothes nowadays in Japan, but mere a hundred years ago Kimono was our main outfit.

However, through major historical events Japan was westernized in many ways, including the fashion industry.

One day, kimono became an "old-fashioned style" and western clothes took the place of "normal view" in Japan, which in Italian "veduta".

As one Japanese, being part of the fashion industry, I decided to strive until I get "veduta" of people wearing kimono on a daily basis once again, just like a century ago.

Eventually I hope to spread the kimono culture overseas to achieve an even new "veduta".

For Customers

I want to change the scenery of the world (Veduta) with "NEO KIMONO"

Fashion has the power to change peoples mind.

Our traditional kimono style has been somewhat dominated by modern western clothes since the post war era.

Japan seems to have lost its confidence and vigor in the past century.

I believe these two are deeply connected to each other.

Our ultimate goal is to change such "veduta" with the impacts kimono can bring.

We hope to make a bright new future, where Japanese people are confident and energetic by wearing our old-and-new outfit: NEO KIMONO.

Characteristic

The essence of free and exciting streets in yukata

While retaining the important parts of the traditional Japanese kimono and yukata, we propose innovative designs and coordination that are not bound by conventional wisdom.

You don't need to have any knowledge of kimono dressing to be able to wear it alone.

・You can easily wear it by using a rope belt

・You can enjoy coordinating it with your everyday clothes.

・There is no need to buy clogs or undergarments.

・Translated with www.DeepL.com/Translator (free version)