Yoshino Kitajin x beautiful people / AMAZING COFFEE / KOREAN BISTRO & CAFÉnyam2 | New encounters during the holiday season to update your personality

It is called MORE IS LESS
Proposal of new values

"All is beautiful." is the brand's philosophy. "Beautiful people" design clothes that bring joy and comfort to the wearers and make them feel "beautiful as they are." The theme of Spring in 2022 is "MORE IS LESS". "LESS IS MORE" proposed by the master of modern architecture, Mice van del Laoe, is turned upside down with the meaning of "one piece of clothes with many elements" and proposes new possibilities and values called "MORE IS LESS". A single piece of clothes with many expressions and functions that allow you to wear at various angles such as upper and lower, left and right, front and back. "The silhouette when I wore it was very beautiful, and I felt the craftsmanship unique to beautiful people," says Kitato Yoshino, "The playfulness of MORE IS LESS is based on the selection of raw materials and materials with control of quality in detail, and pattern techniques created to transcend conflicting elements.

Full of playfulness that colors the special season
Holiday Season Limited Items

For beautiful people, limited items for the holiday season are now available. A metallic color tote bag that is manually applied with cracks on the canvas fabric and a stereotype of "one set of socks in two" and a one set with three pieces, "Sock Atrore", full of mischief, appears in black, red and green holiday colors. Each of the three socks has the words "I'm", "I'm not", and "Beautiful", so you can combine your favorite words according to the mood of the day. In addition, during the period until December 25th (Sat), red or green shoppers dressed in Christmas colors will be available, and there will be a nice service unique to the holiday season. "I really want this red socks! The package is also fashionable and I want to decorate it at home without wearing it until Christmas. I can express "today's feelings" secretly with the feeling of playing with words (laughs)."

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

The denim blouson worn by Yoshino is a "double end" that can be worn by rotating the top and bottom of the clothes. By turning upside down, the pockets change from one 1st type to two 3rd type pockets. There is also a change in the design created by rotating from 180° to 270° in the upper and lower rotation. You can enjoy various expressions in one piece. "You can enjoy two patterns with this jacket, which expands the possibilities of dressing up. The voluminous silhouette as if the shoulders were relaxed was also impressive. You can enjoy many ways of dressing with one piece, so it looks like you can wear it for a long time," says Yoshino. The metallic tote bag is a companion for a lifetime full of attachment because cracks and atari appear as you use it up, and you can enjoy aging!

Every day, items that can be snuggled up
As a gift with gratitude for the year

Shibuya PARCO store is the only combine shop for beautiful people. The store has items that transcend gender boundaries, and has a shop design that surfaces the parts that are originally hidden inside, such as building materials, making it a store that strongly embodies the brand concept of beautiful people. Among the classic items whose name tag is Aiko Nic, Mr. Yoshino was concerned about the "leather small case" that can be used as an accessory case, and a "mini-clasp pouch" with a chain strap. "On my mother's birthday, I presented a bag that my mother had always wanted. I was very pleased, but still in the box (laughs).…It's hard to use, so I'd like to present a leather item that can be used every day next time."

I asked Yoshino about his personal memories of Christmas gifts. "There is no custom in my hometown Miyazaki to exchange gifts for Christmas.…Oh, maybe Yoshinoya didn't have that kind of habit (laughs), but I don't have much memories of Christmas gifts with my family. But when I was little, I remember giving Christmas to a girl I liked. If you think about it now, it's very nostalgic (laughs). I wish we could have a Christmas with all the members who give gifts someday."

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

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＜NEXT＞ "KOREAN BISTRO & CAFÉnyam2", a modern Korean bistro cafe where you can easily drop in.