[TOKYO, JAPAN] Throughout Japan the kimono will always be in style because it’s the national dress for the country, I find it repulsive for western journalist to comment on how Kimono’s are making a comeback when Kimono’s will never be “trendy” – get a grip! Kimono’s are forever timeless and the creative director, Jotaro Saito understands the history behind the traditional dress as he was born into the family business. Where both his father and grandfather perfected the modern dying techniques in Kyoto and had his own debut into the kimono industry at the age of 27. Since his start Saito has positioned himself to be a spokesperson for the brand and has been pushing the importance of discovering the use of other materials outside of the traditional Gofuku fabrics.
In his own words Saito stated “The kimono is fashion… it shouldn’t be presented as old-fashioned, I want to spread the message that kimono can be worn every day, it’s something people can wear like they wear modern clothes, not… something that makes them feel like they are in a costume”
Street fashion tends to be the main inspiration for most designers yet Saito takes on an entire new meaning as he continues to incorporate modern influences that peak the interests of the newer generation in order to remind them that Japan already has an amazing culture, embrace it. It’s a message that’s rooted in decolonising for Japan that has been a mission since the 1940’s. As the silhouette for the kimono kept to its original quality Saito ventured into the use of jersey and denim materials. The use of 3 different patterns and coloured motifs for one kimono was refreshing to see and definitely opened the mind to realise how it’s reminiscent to the modern colour and texture blocking we see in trendy fashions around the world.