Yoshino Kitajin x Beautiful People/AMAZING COFFEE/KOREAN BISTRO & CAFÉ nyam2 A new holiday season meeting to update your identity

More is less.
Proposal of new values

“Everything is beautiful” is the brand philosophy. "Beautiful people" designs clothes that bring joy and comfort to the wearers and make them feel "beautiful as they are." The theme of Spring 2022 is "More Is Less". Mies van der Rohe, a master of modern architecture, reverses "less IS MORE" with the meaning of "one clothes with many elements", and proposes new possibilities and values of "more IS LESS". A single piece of clothing with many facial expressions and functions that allow you to wear at various angles such as top and bottom, left and right, front and rear. "The silhouette when I was wearing it was very beautiful, and I felt the craftsmanship unique to beautiful people," says Kitahito Yoshino, what makes MORE IS LESS playful is based on the selection of raw materials and materials whose quality is controlled to the details, and pattern techniques created to transcend conflicting elements.

It is full of playful gokoro that colors a special season
Holiday season limited items

For beautiful people, limited items for the holiday season are now available. A metallic tote bag with a cracking agent manually applied to the canvas, and a "sock atroa" full of mischief, which overturns the stereotype of "one pair of socks" and becomes one set with three pieces, is available at the holiday kolor in black, red and green. Each of the three socks has the letters "I'm", "I'm not", and "Beautiful", so you can combine the words you like according to the mood of the day. Also during the period until December 25th (Sat), red or green shoppers dressed up at Christmas kolor will be available, and there will be a nice service unique to the holiday season. “I want that red socks! The package is also fashionable, so I want to decorate it at home without wearing it until Christmas. With the feeling of playing with words, you can express your feelings secretly (laughs)."

Clothes with many facial expressions and functions bring
New Values for Lifestyle

The denim blouson worn by Mr. Yoshino is a “double end” tailoring that can be worn even if it rotates around the top and bottom of the clothes. By turning upside down, the pocket changes from one 1st type to two 3rd type pockets. There is also a change in the design created by rotating from 180° to 270° rotation. You can enjoy various expressions in one outfit. "You can enjoy two patterns with this jacket, which expands the possibilities of wearing it. The volumey silhouette of the shoulders was also impressive. You can enjoy many ways of wearing one piece, so it looks like you can wear it for a long time,” says Yoshino. The metallic tote bag is a lifelong companion who is full of attachment because cracks and attachments come out as much as you use it, so you can enjoy aging!

Items that are close to each other every day
As a gift with gratitude for one year

Shibuya PARCO is the only combine shop for beautiful people. It is a store that strongly embodys the brand concept of beautiful people with a variety of items that transcend gender barriers and a shop design that surfaces the parts that are originally hidden inside, such as building materials. Among the classic items with the name tag Aiko Nic, Yoshino was worried about the "Leather Small Case" that can be used as an accessory bag, and the "Mini Clasp Pouch" with a chain strap. "On my mother's birthday, I gave her the bag that she had always wanted. I was very happy, but it was still in the box (laughs)…It's not easy to use, so I'd like to present a leather item that I can use every day next time."

I asked Mr. Yoshino about personal memories of Christmas gifts. “In my hometown Miyazaki, I don’t have the custom of exchanging presents for Christmas.…Oh, maybe Yoshinoya just didn't have that habit (laughs), but I don't have much memories of Christmas presents with my family. But when I was little, I had memories of giving a gift to a girl I loved on Christmas. If you think now, it's very nostalgic (laughs). I hope one day they will give each other presents, and Christmas will come.”

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＜NEXT＞ "AMAZING COFFEE" that fills everyday life with a rich heart spreading from a cup of coffee

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＜NEXT＞ The modern Korean bistro cafe “KOREAN BISTRO & CAFÉ nyam2”