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Tokyo Brands AW 2015秋冬の東京ブランド

シアタープロダクツ秋冬2015年。ドラマを作るエンタ系服 The fashion show as a live auction. Theatre Products AW 2015

model at theatre products aw 2015 fashion show

“ランウェイ×〇〇”。みなさんにはどんなアイデアが浮かびますか?

ランウェイ×ゲストモデル?音楽?会場?セレブ?

2015-16awでシアタープロダクツが行ったのはランウェイ×オークション。バッグや靴などがオークションにかけられたそう。

このデータの時代、ショーという形式でなくてもコレクションを発表する手段はたくさんある。そんなんか、お金も時間も手間も人手も必要なランウェイショーという形をとるということ、そこに求められるものそれは”エンターテインメント性”と”ライブ感”だろうか。

その点では、オークションを組み合わせたランウェイショーは両方を持ち合わせてる。

スタイルも、人生も、ある意味ギャンブルですから!ちょっとドキドキさせるランウェイって今どき珍しいかも…

When it comes to buying fashion, it’s always a gamble, isn’t it? Many brands have been following the whims of consumers by allowing us to shop the runway real-time, putting on pre-orders for select items that will come to your door fresh out of the factory. But in this case, you’re still getting what thousands of others are, and those “pre sale” items end up amounting to simple things like t-shirts or other basic easily-manufactured items. What if you could actually buy *straight* from the runway? There’s only one piece, so it would have to be first-come-first-serve (fire up those bots!) or…an auction. Theatre Products aw 2015 went for the latter, making for one heart-racing fashion show.

model at theatre products aw 2015 fashion show

These pants write their own ticket, honestly.

 

シアタープロダクツは、ブランドコンセプトに”洋服があれば世界は劇場になる”を掲げエンターテインメントとしてのファッションに紳士に取り組んできた。

そんな彼らの作り出すショーの世界はとてもドラマチックでロマンティック。
シアターといえば、”海のバレエ”コレクションを覚えているだろうか?2012春夏コレクションのあのシアターの演出には誰もが目を輝かせ、魅了された。

ファッション界全体に元気がなくなって、ショーもミニマルなものが多くなり、中にはショーをやる意味があるのか?これなら学生の卒業ショーとかの方が何倍もおもしろいものをみせてくれるんじゃないか?って感じることもある。

でもやっぱりショーをやるからには、楽しませるという精神で、エンターテインメント性を追求してもらいたい。

そのショーが消費者の心に残り、実際にシーズンが来た時に商品を買い、服を着ると同時にショーの続きも着る。そうやって服を通してストーリーが繋がっていったらとても素敵じゃない?

そうやって、”忘れられないファッション”がたくさんの人のこころの中に出来れば、まだまだファッションの未来は明るい。また、シアターならではのもこもこ系、ちょっとノスタリジックなデザインには裏切られていない。

Theatre Products’ raison d’etre is “As long as you’ve got something to wear, the world is your stage.” With that, they’ve put on a slew of crazy “off-broadway” style fashion shows through out the years. As one of Tokyo’s most veteran brands, it’s able to eschew the scheduling of an official show, and take theirs where the customers will follow. I remember one in particular which took place on a re-purposed “pirate ship” in Yokohama bay with an eerie dance performance you wound your way through the damp ship to see. It was interactive and- best of all- entertaining.

Not ones to one-up even themselves, they went “simple” this season with a live auction-cum-show. Their love for nostalgia showed in this quaint version, which was less than cutthroat (Japan is the capital of politeness, after all). Rather, it was a classy way to invite both customers and press into an interactive version of their world. I am not sure if customers were allowed to try on the clothes before purchasing, but as you can see the silhouettes are quite loose and big, as is their signature. The carpet/fur skirts are not my idea of becoming fashion, but the cat bags and prints are humorously chic.

Fire up the wallet and gamble away-

 

Theatre Products AW 2015 Tokyo

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw 2015 fashion show

model at theatre products aw

model at theatre products aw

model at theatre products aw

 

Misha Janette
Natsumi Yasuoka

 

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