Photographer/Film director Mika Ninagawa has launched an extensive collaboration collection with Italian brand ETRO called “Eden”. The launch was preceded by an insider party in Tokyo at IDOL in Aoyama, with walls blanketed in acid colored flora and bags, like a real Eden on a hallucinatory trip.
The bags feature Mika’s signature motifs like butterflies, flowers and glitter, a worship-worthy combination to those who pray to the altar of girlie. Filling out that hyper vision were DJs Peli and Mademoiselle Yulia on deck to rile things up. Mika herself is known to be a wild child so it’s not surprising her entourage got up to bust some moves on the floor. That family includes celebs like actors Anna Tsuchiya (from “sakuran”) and Koh Saito.
Mika is one of the few celebrity Japanese photographers with a name beyond her photos so while it’s not surprising to see her do a brand collaboration, it IS surprising to see it come to fruition as such a substantial product lineup. She took the ETRO paisley scarfs and printed the photos onto canvas and leather goods, and superimposed them with 3D hearts and butterflies.
The one on the left reminds me so much of acid-color-happy Harajuku brand 6% Doki Doki. Once seen, it can’t be unseen. 左側の方はどうみても６％ドキドキ系に見えるわ。見えなくさせるのはもう無理 >_<
Photo: Mitch Nakano