Why is Comme des Garcons popular? 2.REI KAWAKUBO: TOP 10 JAPANESE DESIGNERS

CONTENTS

2. Why is Comme des Garcons popular?

Challenging the Notions of “Female Beauty”
Achieving a Remarkable Balance of Business and Creativi in a New Way Worldwide ty at an Exceptional Level

Rei Kawakubo’s Masterpieces

Rei Kawakubo is the designer behind Comme des Garçons, and what really put her in the global spotlight was her 1981 collection known as the “Shock of Black” during Paris Fashion Week.

Now, let’s take a peek at some of Comme des Garçons’ iconic clothing pieces:

1. The Shock of Black (1981)

The Shock Of Black 1982 Black sweater Comme des Garcons

The shock of black 1981

The shock of black 1982 collections Comme des Garcons

The shock of black 1981

2.”OFFBEAT HUMOR”, SHRUNKEN WOOL (SHUKUJU) (1994AW)

山田耕史のファッションブログコムデギャルソンを象徴する”縮絨”の革新性。そして、着続けてわかった実用性。

SHRUNKEN WOOL

3.“Body Meets Dress, Dress Meets Body”,Lumps and Bumps (KOBU DRESS) (1997SS)

“Body Meets Dress, Dress Meets Body” 1997SS

Why is Comme des Garcons popular?

Challenging the Notions of “Female Beauty”

Back when the “Shock of Black” collection hit the runway, you might look at those holey black clothes and think, “Hmm, just some stylish black distressed outfits.”

Well, that’s a typical reaction today, but back in the 1980s, it was groundbreaking.

In an era when glitzy, body-hugging clothing was considered the epitome of “beautiful fashion,” a Japanese designer suddenly presented tattered, all-black garments – a stark contrast from the norm.

1980's Paris fashion collection. The color is so vibrant

1982 Paris Fashion Collection Glitzy, body-hugging clothing

1982 Comme des Garcons Collection. The shock of black

Comme des Garcons’s pieces

Behind this was Kawakubo’s strong message: “Women’s clothing isn’t just about attracting men.”

In a Japanese society where male dominance was still prominent, she expressed her desire to create clothing that can be one of a tool for women to enter the workforce and something more.

Coincidentally, in 1986, the Equal Employment Opportunity Act was enforced, triggering a significant movement for women in the workforce.

While we can’t definitively prove a direct cause and effect, it’s clear that she succeeded in delivering her message through fashion.

If all she did was “break existing conventions,” it might have just earned her backlash and faded away. What’s truly remarkable is that those black collection pieces, which received heavy criticism at the time, are now beloved as “fashion-forward.”

The “Black, Baggy, Distressed Clothing = Fashionable Cool Outfits” concept is here to stay.

Now, how did Rei Kawakubo manage to pull this off?

Achieving a Remarkable Balance of Business and Creativity at an Exceptional Level

One significant aspect that often gets discussed as a key factor of Kawakubo’s greatness is her “astounding business sense.”

Have you ever seen Comme des Garçons Play’s heart logo, even if you’re not familiar with the brand? It’s designed to be eye-catching and unforgettable, making it accessible to a wide audience.

Moreover, Play’s clothing is relatively affordable, making it a practical choice for many people while maintaining a user-friendly design.

Being able to create such marketable clothing is a sign of her business acumen.

But there’s more. What truly left an impression on me is how she separates the clothes from her collections and what’s sold in stores.

In stores, they sell clothing inspired by her collection, which are more wearable for everyday people. However, these pieces still contain an artistic element, making the wearers think a little.

They aren’t as avant-garde as the collection pieces but require some thought on how to wear them.

If you own Comme des Garçons clothing, you might have thought, “How should I wear this?”

Comme des Garçons bridges the gap between art and everyday wear, allowing the wearer’s thought process to come into play.

Their commitment to not just creating eccentric clothing but also offering pieces that engage the wearer’s thoughts, is, I think, what has contributed to the brand’s current value.

KEY TAKEAWAY

“Creation takes things forward. Without anything new there is no progress. Creation equals new.” -Rei Kawakubo

In the interview, she also mentioned, “I don’t want to create something similar to my past works.”

No matter how much her clothes are praised by society, she views them as old and keeps generating fresh creations. In other words, she has been continuously acknowledged for making things that haven’t existed in this world, truly novel creations for over 40 years.

It’s likely that an incredible hunger for innovation and a keen sense of the market have shaped today’s Comme des Garçons.

So, go ahead, pick up some Comme des Garçons clothes and ponder:

“How should I wear this?”

You should be able to appreciate them as pieces of art.