Houga Autumn Winter 2022 – 2023 at Rakuten Fashion Week Tokyo
Moe Ishida is Designer of Houga, born in Saitama in 1988. She graduated from Keio University Faculty of Letters, Department of Aesthetics and Art History, ESMOD Japon Tokyo School.
She received the 86th Soen Award Honorable Mention 1st place and the 11th YKK Fastening Award Excellence Award and experienced the planning of FRAPBOIS at BIGI Co., Ltd. and retired after giving birth. 2019, “HOUGA” will start from the spring / summer 2019 season.
HOUGA, the entrance to your own world, the feeling that you “sprout”.
The brand name HOUGA is derived from the Japanese word “sprout”. The meaning of sprouting is to sprout, to sprouting, and to release from the feeling of obstruction.
In the country of HOUGA, everyone faces their feelings and feelings and picks them up carefully.
By doing so, it is such a world that you will “germinate”.
People live by applying themselves to the “likeness” and “ordinary” frames of the world without knowing it.
All the inhabitants of the country of HOUGA know the entrance to their world. I hope that the number of residents in such a country of HOUGA will increase.
“Unbirthday Party Dress”
365 days worth of 364 days, I will sprout.
364days a year I sprout.
Dresses that release my true “Unbirthday Party Dress”
365 days worth of 364 days, I will sprout.
364days a year I sprout.
Dresses that release my true self.
“It’s ambiguous, but it’s a story of a country that certainly exists somewhere.”
This world that was born by chance is not always the one that suits me best.
Adult-like, feminine-like, masculine-like, mother-like …
HOUGA dresses are available regardless of age, age, gender, etc.
It is a dress to connect with the “my original world” that is sleeping in everyone.
With the hope that everyone can reach their own world.
We invite you to the country of HOUGA.
The concept of Unbirthday has two meanings.
It’s not a birthday, it’s a daily life, it’s a daily life with a little blockage, and it’s a state before it sprout and before it sprout. HOUGA’s dress is such a modern day with a sense of obstruction.
It is a dress that you can sprout to free yourself from various restrictions in your cramped everyday life.
About 2022 Autumn Winter Collection ― episode 01 / “The Dreamer”
The theme of the 2022 Fall Winter collection is “The Dreamer”.
This collection is called “Episode 01” and one theme for each season is the story of HOUGA’s country.
-Develop.
The main character of episode 01 is a ballerina. While checking the movement in front of the mirror, she keeps asking what her “existence” is. There is no correct answer anywhere, but I really know. You are the protagonist of your country. Become the protagonist of playing yourself on this stage. Dream more, dance more freely, in your own figure that broke your shell.
The Dreamer, the dreamer.
The mirror is the entrance to your country.
To be who I want to be, to be a little fun
Put on a HOUGA dress and go back to the real world.
Dreams, reality, pain and fun are all played by everyone.
Color
Bright yet slightly muddy, calm and calm, dreamlike light grayish tone.
Cream, sax blue, and coral pink with nostalgic feelings like childhood memories.
Red with gorgeousness in the darkness, like the curtain of a stage.
Black with an elegant luster and a strong feel.
Material
The original material with argyle plaid opal processing on the velor material is transparent with the velor part with hairy feet.
You can enjoy the lightness of the part. Dreams and reality, clown-like pain and fun, ourselves, acting
Expressed the face.
A rose pattern in full bloom is printed on a transparent organdy material like glass with a flocky hairy foot, giving it a surface feel.
An original material with two sides that has undergone a certain shrink process.
Houndstooth cotton tweed in two colors, white and black.
Waffle cut-and-sew series using dancing curves and piping.
Faux leather that protects the heart and feels the strong will of the hero.
Velor material like leotard fabric that has both elegant luster and security.
A velveteen with a luster like a longed-for classic dress that guides you to become yourself.
Collection item
A 2-way dress that allows you to play the role you want to be according to the mood of the day.
An asymmetric shirt dress with bold curves that snuggles up to the waves of your heart.
A frill series that you can add to your clothes like an accessory and arrange it in your own way.
A three-dimensional fleece pullover that feels like a bud that will sprout from now on.
Lace-up details with heavy use of laces and tapes such as leotards, pointe shoes and ballet shoes.
Houga Autumn Winter 2022 – 2023, all images courtesy of Houga
Starring: Rikaco Nakatsuji, Laika Videography: Naoki Usuda Still Photography: Yuji Watanabe Styling: Yui Sawada Hairmake / Headpiece: Kanami Kitagawa Hairmake assistant：Mako Uchida Music: Meirin（ZOMBIE-CHANG） Graphic design：Yuno Fujii , Natsumi Yokoyama(be design studio) Produce：Manami Uchida Assistant：Rito Osada
Press／Harumi Showroom
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