Phiz came to my attention…I can’t remember why, exactly. There was a dress. A thing. It was a big red, glittery spaceship piece. That was super in-your-face and conceptual. Basically, everything I love, but it’s very hard to put into words. Fast forward 12 months and I finally think it’s time to get this sparkling Phiz from out of the Coke can and into the glass.
Behind the brand are two young creators named Ryota Noda and Nao Kobayashi. A product of the digital generation, their creations are a computer-generated kaleidoscope of graphical fashion mind-spewage. Digital textiles printed to fit the body are their forte, and they employ their skill especially to items like leggings. These digital prints were once just a season’s trend… think back to Alexander McQueen’s SS 2010 collection with the army of galactic print warriors. It’s still going strong and has even branched off to other ideas…ie Mary Katrantzou. This digital corner of fashion is going to be a major player in defining the fashion of this decade for sure (when we ignore the re-hashing of the 80s and 90s at least).
One of Phiz’s prints was created around words…an homage to Noda’s muse…a priestess of “fashion is not fashion unless you feel like calling it fashion. Think whatever.” That would be Rei Kawakubo of Comme des Garcons. You’ll see her name scattered throughout the print.
Even the model looks like Rei. Oh, and here is the aforementioned galaxy dress. It’s called “Pareidoria” and it means illusions and visual misgivings.
Girl in red you are cool
Lady Gaga wore this dress as well. There aren’t many brands she hasn’t touched after all….a few, but not many.
They also do some other conceptual high-end designs that aren’t quite so costume-y:
Phiz is part of the underground movement of designers who makes costumes for Japanese musicians while having their own little brands on the side. Pretty much every small brand does this nowadays, and it helps especially that Akiba-kei idols are big now as the costume jobs go to “otaku” brand such as Phiz (and Chloma, Balmung, Runurunu, Mikio Sakabe etc). As for Phiz, they’ve worked with AKB48, DiVA and Shibasaki Kou.
As for the clothes they sell? They have those too! Check it out, it’s pretty good:
Phiz does a lot with CANDY in Shibuya so look there first for Phiz pieces (especially the leggings!).
They are going to be releasing some new photos soon and I`m expecting it will be crazy fun so looking forward to it.