GVGV has never been easy to pin down when it comes to aesthetic. It was just a few seasons ago we were introduced to screaming metalheads from Scandinavia, then last season it was a tomboy boarding school girl making her uniform out of patch worked plaid.
This time GVGVs muse was a retro punk pinup girl, ostensibly working on her tan on a tropical beach.
It was a conservative cut, with pencil skirts and peplums abound. There was also this green fauna print that appeared on everything, down to the chain handbags.
This is the type of brand that appeals incredibly well to local Japanese women. The cut is not revealing, the price point is better than imports, the collection is incredibly well rounded and the theme is laid out in front of you in plain language. This has supported designer MUGs shot to stardom, with a star studded front row that included Verbal and Phenomenon designer Big O, not to mention Vogue Japan editor in chief Mitsuko Watanabe (who I have NEVER seen at a Japanese brand’s show before!!).
Photos by Mami Tanabe
It was here that I actually made some new friends. This is Danny and David from the hit blog ” Igor and Andre.com”. Danny Roberts went viral recently with his highly characteristic illustrations of fashion models and personalities that you probably have seen. The brothers were so excited to be at Tokyo Fashion Week which always gives me a dose of anti-cynicism. It’s hard to look at things through new eyes every season, but the guests that come aid with that. My job is then to bring some subjectivity. It’s a great recipe.
(c)Danny Roberts Igor and Andre