yeah right AW 2015 lookbook tokyo




A message from our non-sponsor:

Have the burdens of modern life got you feeling heavy?
Do you feel tied down to the ground with the weight of life on your shoulders?

Then maybe you can just …let it go (*groan*). I mean, just take this drug:  throw on some lightweight natural fibers. …and *then* let it go, and get a little lighter in mind, spirit, and clothing on your body. That’s the sentiment behind Yeah, Right!! AW 2015-16 collection shown in Tokyo.

Luxury shopping in japan Cartier on Omotesando






It’s a tale as old as time…anyone with an interest in fashion and shopping for the latest luxury brand has had to come to terms with how much they’ve really got in their pocket to spend.

I’m always have to work for what I buy. So shopping in a big luxury brand’s shop has never been less than intimidating, and having sales staff judge you for how you look is a part of life in my home-country of the US and…. most parts in the world, frankly. But Japan is…different. As a nation with mostly middle-class shoppers, feeling judged against the rich patrons of the world is probably a fairly new phenomenon.

As such, a huge part of the population (mostly young people) is getting more and more turned off by luxury shopping in Japan. When a person is old enough they start caring about what sales people think of them less and less. But when young people are in their formidable late teens or early 20s, having a bad impression in designer shops is something very hard to turn around. And thus, cheaper stores with an easy-going atmosphere are thriving.

Here at TFD we asked some sales people at high-end stores about the current atmosphere of young shoppers in Tokyo, and what they think of them. Finally, we talked to a Japanese girl in her early 20s about how she feels shopping for designer and luxury shopping in Japan these days.


Cartier on Omotesando at night. Photo: Forbes


model wears NONtokyo 2015 AW Tokyo collection



スポーティーモードに慣れ、飽きてきて新鮮さに欠けるなーなんて思いはじめたファッショニスタもちらほらいるかもしれない。それなら、NON TOKYOはそんなマンネリ化にがつんと一撃を与えてくれると思う!


Non Tokyo is is the newest brand to be born from the designer-meets-sportswear trend that permeates the current fashion scene. And even though it’s brand-spanking new, with only two seasons to speak of, the Non Tokyo 2015 AW collection is more than good enough to shout out to.

You probably didn’t hear it here first, but I`m just going to reiterate it; the defining fashion of our decade (actually for more than 10 years now) is designer sportswear. While rap artists in jerseys kicked it off in the 80s, it wasn’t until Adidas teamed up with Yohji Yamamoto in 2003 for Y3 that sportswear and edgy designs would make for a long-lasting marriage. Now, every sportswear brand on the planet has hooked up with high-fashion designers and it’s not going to stop anytime soon. On the other end of the spectrum we have brands born in the 2000s that begin with this aesthetic as their raison d’etre. NonTokyo is one such brand, and it’s so on-point with what’s happening in the fashion culture that I think everyone should take a look at it.




“Mame” means bean, but this is no lowly form of sustenance. The seed is now the beanstalk, and this brand is setting its sight on the clouds. True to from, the mame 2015 AW collection is perhaps the best to date. On the precipice to stardom, following in the footsteps of Sacai and Toga before her, designer Maiko Kurogouchi is still building her base, but she’s bringing us along on her journey. This journey is what sets her apart from her cohorts, and in the age of SNS she is already beating the giants at this game and sneaking off with the spoils.

Harajuku dessert at Sweets-sando Rainbow Pancake



Ah, Omotesando. That lush promenade known for packing in the most luxurious shopping houses in the world. …at least it DID. Because if things keep on going the way they are, it might have a name-change soon, to… Dessert-sando (スイーツ参道). Omotesando and Harajuku dessert shops are making the area a Disneyland for those with a sweet-tooth.


dover street market ginza 6f junya watanabe

続編5F-6F! 世界一のファッション感度を誇るショッピングストアとも言えるドーバーストリートマーケット銀座(以下DSM)の徹底的ツアーと色々な裏話。DSMご存知のない方にダイジェスト版をANAに向けて書いたので (英語だけど、お勉強に是非挑戦して読んでみてください!)そちらから読んで頂けたら、いいかもしれない。その徹底された空間づくり、その裏話、そしてつぎつぎに出てくる素敵なアイテムに迫る! 1F-2Fはこちら。  3F-4Fはこちら。

(continued, 5F-6F) We’re taking a bottom-to-top, inside-out tour of possibly the best store in the world, Dover Street Market Ginza in Tokyo. If you’re unfamiliar with the shop, you might want to start with the digest version I’ve written here for ANA, for the uninitiated (in English).  See the artwork, the exclusives, and why it’s the world’s ultimate shopping destination. So settle in and slowly suck on the eye candy. 1F-2F is here.  3F-4F is here.