ORIGINALLY PUBLISHED IN DE MODE
Article Published on: 18TH JAN 2023 | www.demodemagazine.com
For Spring-Summer 2023, Maison Kitsuné will present a campaign in three parts – an immersive adventure through their universe, stopping in three destinations: an otherworldly utopia, a fantastical outdoors, and an imagined cityscape.
From January through June, follow Maison Kitsuné in its exploration of everywhere, liberated from the confines of reality: a world that deserves to be discovered, and which showcases the irreverent ease, optimistic outlook, and utilitarian practicality which define the brand.
In each space, the collection expresses a different part of its personality from the playful sensibility expressed in a hedonistic utopia to an adventurous pragmatism suited to a natural vista.
This is a poetic celebration of escapism and exploration, from the country to the city – and the places in between. A brand defined by its consistent curiosity about the world, and its ability to adapt to every environment, Maison Kitsuné finds its home everywhere.
Created in 2002 by Gildas Loaëc and Masaya Kuroki, Kitsuné offers a unique, inspirational Art de Vivre blending a fashion brand (Maison Kitsuné), music label (Kitsuné Musique), and cafés, roasteries, bars, and restaurants (Café Kitsuné). Over the last twenty-one years, the multi-faceted Paris-meets-Tokyo brand has consistently grown and increased its international influence organically, building a loyal fan base all over the world.
A trip into a hedonistic utopia; a window into another world. For Spring-Summer 2023, Maison Kitsuné showcases the first destination in their exploration of everywhere.
Together, a group of friends embarks on the discovery of an uncharted realm. Amidst the organic shapes and warped perspectives of this newfound paradise, immersed in the suspended reality of an otherworldly dreamscape, they are dressed in designs that adapt to and mirror their liberated ease. Here, they find fantastical freedom.
The collection’s blocks of color, bold prints, and clean cuts appear spotlit by their surrealist surroundings. Elevated fabrics interspersed with technical materials play with practicality. French shirting cut with Japanese kimono sleeves reflect a global disposition. Padded pieces and relaxed fits emphasize the effortless ease of a halcyon paradise; glimpses of foxes imbue the images with the brand’s trademark irreverence. Traditions twisted, pieces mixed and matched, imagination and self-expression are key. Together, the group appears as a tribe of individuals, but with kindred spirits.
Photographed by Remi Ferrante, this is Maison Kitsuné in Wonderland: a world – and a wardrobe – ready for an enchanted rave.