heihei 2016-17aw collection

「HEIHEI 2016-17aw」と検索にかけると、まっさきに出て来るのは英語のページ。

2013年にブランドをスタートさせたまだ新しいブランド”HEIHEI”について英語で書かれた記事は、
tokyofashion.comでかなり人気で注目を集めた。東京のストリートブランドがこうやってどんどん世界の目を集めること、それにはどんな意味があるのか?

そして外の人が知っているのに、日本国内にいながらまだHEIHEIを知らないという方、ぜひここで頭に入れておくことをおすすめします!これからどんどん話題になること間違いなし。

With furry mascots-cum-Frankeinstein monsters, teddy bears disemboweled to hold iPhone cases, and white overalls with a giant ghost face plastered on the paunch, you would be excused for finding it all a bit… disconcerting. But that was the point, with HEIHEI’s 2016-17 collection titled “Horror School”.

This young brand’s (since 2014) designer Shohei Katoh has his roots planted firmly in Harajuku. ..and before you say, “Well, of COURSE Harajuku”, let me just remind you that nowadays the ‘juku is rampant with commercialized goods and ever-rising rents that are making it difficult for eclectic designer labels to get off the ground. So beyond scary animal character, are the clothes worth their salt? Let’s see:

heihei 2016-17aw collection

HEIHEIのデザイナー、カトーショーヘーさんはもともと、原宿界隈でかなり名の知れたスナップモデルだった。フォトグラファーたちが撮りたくてしょうがなくなるような、”オンリーワン”のスタイルを持っていたから。買ったものを合わせて着るのではなく、自分で作ったりリメイクしたものを上手にスタイリングしていた彼。見るたびに色の変わるロングヘアに、カラコンとアイメイク、和なのか、アジアンなのか、とにかく派手なオリジナルグラフィックのルーズシルエットな服というのがカトーショーヘースタイルである。

文化服装学院卒業した2014年からは、さらに服づくりに力を入れ自身のブランドHEIHEIを育ててきた。
毎シーズン力を付け、パワーアップし続けている若いブランドならではの勢いを、実は以前から注目していた。

ぜひ今季発表した2016-17秋冬の”ホラースクール”コレクションを紹介したい。
今回は、モデルが被っているティムバートンのキャラクターに象徴されるようなダークファンタジーを取り入れている。大きなマスクやパンツも作るなど新たにアートな作品も手がけていて、何度も言うようだけど若いパワフルさが単純に嬉しい。最近の東京にはパワーやエナジーが不足がちだからね。

「はじめて原宿に来た時、いろんなファッションが混在していて”これぞあの有名なファッションシティ原宿か”と感じた」と話す彼が、原宿で出逢ったひとりが池田ヒラリ。彼女はHEIHEIのモデルをつとめることもあり、彼のミューズである。

クオリティの高いハイストリートファッションなので、プロの評価も高い。これからどんどん様々なメディアへの露出も増えるのではないか?THE東京ストリートなブランドHEIHEIの今後に注目!

そして、夏が終わってしばらくイベントがない〜と嘆いている方、最新コレクションのホラールックシリーズで来月のハロウィンに向けて気分をあげてこ!

HEIHEI HP

First, let’s do the time warp- before designer Shohei Katoh finished his training at Bunka Fashion School and started HEIHEI, he was a well-known subject for street-style snaps in Harajuku. He was particularly the focus of TokyoFashion.com, the popular photo blog that chronicles all the daily nuances of Harajuku fashion in English. His singular style had the camera guys and girls scrambling to get a shot of his ever-evolving styles. And rather than merely wear items he’d bought, he painstakingly customized his clothes himself, changing up his long hair and even eye color at a clip pace. One day he would be inspired by traditional Japanese garb, and the next he’d be on Asia. In any case, it was this fearless style that got him the positive reinforcement that perhaps he sought, which was to turn his style into a brand.

For his early collection he collaborated with Hirari Ikeda, the extremely unique and super-power Harajuku icon to be his model and muse, and so the bar of wildness was set high from the get-go.

For the clothes, you’ll find innocent childlike doodles, oversized jackets with colorful buttons, and lots of references to the poisoned apple from Snow White. But the most interesting thing in the collection is the unique “jaquard-like” denim, which is two layers of denim in different colors, with the top layer essentially melted away to leave any shape. In HEIHEI’s case it’s a pattern of the alphabet in bubble letters (reminds me of my soggy Alphabits cereal).

Young brands are just as much fun (or even more fun) to follow as big-name veterans. The energy parlayed into the collections and the visuals is palpable. Looking at labels like Vetements, or Hood By Air, it really isn’t all that different…. Except of course that this is Harajuku style, and therefore still very niche and much harder to swallow. But at the end of the day, making “weird” clothes is far less a school-sized horror than making what’s already been done before.

Pick up some Horror School just in time for Halloween! Or if you really want to get into the Harajuku spirit, wear it for Christmas. (list of shops here)

2016-17aw lookbook “HORROR SCHOOL”

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

heihei 2016-17aw collection

 

展示会会場にて

heihei 2016-17aw collection exhibition

 

heihei 2016-17aw collection exhibition

heihei 2016-17aw collection exhibition

heihei 2016-17aw collection exhibition

heihei 2016-17aw collection exhibition


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