Houga Fall/Winter 2024 / FW24 at Rakuten Fashion Week Tokyo presents Episode 05 – Modest Adventure
DETAILS OF HOUGA FALL/WINTER 2024 / FW24
A dress piece for enjoying fashion. Not just something meaningful, Something that really moves the heart.
・DEARLY〔ORIGINAL〕
The original pattern is shirred with silver glitter thread. A material with a delicate and textured surface. (Processing: Tochigi). There are also bustiers and safari hats combined with outdoor buckles.
・PATTY〔ORIGINAL〕
Light and warm with an original small clover pattern logo embroidered on it. Filled quilting material. (Processing: Gunma). A long coat that can be divided into parts like a voluminous muffler or a puzzle.
・ADVENTURE〔ORIGINAL〕
Transparent soft green fabric with long pile pale pink. A textured material with flocky print and shrink processing. (Processed in Kyoto) A curved check pattern that continues forever.
・LOOK-FORWARD〔OUTERWEAR〕
The three-dimensional silhouette is made of cotton twill material and has been washed. Features safari coat, long pleated skirt, and outdoor vest.
・COME-TRUE〔OUTERWEAR〕
Made of wool nylon with a beaver finish and a soft feel. A long coat with separate parts that uses luxurious melton. Asymmetric short coat. Grass green is the original color.
・SAFARI〔OCCASIONS〕
Made of wool cupra tropical material. Overalls and gathered long dress.
Made of environmentally friendly acetate, a plant-based material. Uses heavy satin. The key feature is the tucked pocket. Dress up item.
・TEXTURE
Characterized by its firm and firm texture. Bustier made of polyester cotton poplin, Skirt and cami dress.
・EMBROIDERY
Featuring original three-dimensional tape embroidery. Shirt dresses, blouses, and T-shirts with distinctive silhouettes for Houga FW24.
・DISCOVER
Power net tops with tape embroidery on the sleeves.
・CURVY
Made of soft stretchy faux leather Curved three-dimensional long skirt.
・AWAKE [JERSEY]
Gathered fleece sweatshirt with tulle elbow patch and embroidery
・KNITWEAR〔KNIT〕
A mixture of wool acrylic yarn and pale pink polyester lining yarn, knitted sleeves, pullovers, cami dresses, and bloomers. A mix of various knitted fabrics such as openwork and ribbed knitting at Houga FW24.
・SUZY〔STANDARD〕
Made with recycled nylon thread and treated with salt shrinkage for a vintage feel. The ripstop material is treated with an environmentally friendly, fluorine-free, water-repellent finish. A popular jumper skirt and long skirt with dot buttons that can be worn in endless ways, frill belt.
・KIKI〔STANDARD〕
Frill series made of recycled nylon taffeta material. Add it to both dresses and everyday wear. You can enjoy styling it depending on your mood. A universal item that will revive your existing clothes. Incorporate it into your daily life like a piece of jewelry.
・MY WILL [STANDARD]
A fun bag that allows you to freely attach frill parts to your own will. Also available in tote bag size. The frills on bags from this season It has been updated so that it can be worn alone as a frilled belt. The length of the frill strap can be adjusted.
・FOREAL〔SPECIAL ITEMS〕
Pearl Yacht’s new material, Forreal (embroidery thread sheet) collection dress, safari hat. Delicate silver threads overlap many layers, giving a sense of transparency.
Houga offer a new material for Houga FW24 that is strong and has a sense of tension, and fits the silhouette of this season. It also incorporates the idea of upcycling.
“Forreal” takes yarn that would normally be disposed of and reborn it into a different material by adding new ideas, has been developed. The product name is a combination of the word Forest and the word Pearl, which ‘means to shine with nature’.
It embodies the desire to connect the future by developing recycled products that take advantage of the characteristics of materials. By processing various threads into sheets, you can express the taste of the material, so it can be used for everything from accessories to interior materials. It can be used in a wide range of fields. However, because the thread is glued, it cannot be washed. Rather than reusing yarn as it is, we also focus on upcycling, which increases the value of the yarn as a product. Provided by: Pearl Yacht Co., Ltd.
COLORS Houga Fall/Winter 2024 / FW24
Adventurer’s Challenge: Khaki, black, light gray
Small flowers: grass green, pink
Quiet passion: white
PHILOSOPHY
Your potential will blossom. Release your senses and emotions. Dress-pieces from HOUGA. Sprout your veiled gift. Unveil your own senses and feelings. ―The story of the country, vague but certainly exists somewhere.
DESIGNER HOUGA
Founder of Houga is Moe Ishida. She majored in aesthetics and art history in the Faculty of Letters, Keio University, and graduated from E-mode Japon Tokyo. She won the 86th Soen Award Honorable Mention Award and the 11th YKK Fastening Award Excellence Award. She experienced planning FRAPBOIS at BIGI Co., Ltd., and quit after giving birth.
She started “HOUGA” from the 2019 spring/summer season. In December 2023, she established HOUGA Co., Ltd.
HOUGA’S TESTIMONIES
Thank you very much for visiting HOUGA’s collection today. In this very difficult world, the clothes that will always be closest to your person. I want you to be my best ally who always accepts me no matter who I am. – Moe Ishida
Wear HOUGA clothes and recover your HP. – Rito Osada
I believe that all expressions always reflect the personality and emotions of the person communicating them. Seems to get along well with people who think “a little adventure” is very HOUGA-like. Adventure may sound like a strong word, but these collections have a gentle feel to them.
May the HOUGA clothes add strength to your adventures. – Cheyeong Kang
All images Houga FW24 by Houga
Creative team :
Direction : Hiromasa Tsujii (atom)
Show Call : Kosuke Ando (Kohla)
Styling : Yui Sawada (um)
Hair&makeup : Kenji Toyota
Model :Akira (Monolith), Amiru (Monolith), Elena Kendall (Tomorrow Tokyo),Fubuki Tampo (Ipsilon), Haru Izumi (Image), Io (Tomorrow Tokyo), iqian (Tomorrow Tokyo), Lu Hongfei (Tomorrow Tokyo), Mayben (eva management),Sho Sato (Tateoka Office), Tsugumi (The Management), YiRan (Ipsilon)
Music : Tsuyoshi Baba
Lighting : Katsuya Kuriyama (atmark japan)
Production Casting : Junko Morita (atom)
Photograph : Hiroyuki Kamo
Movie :Tomohiro Iwagaya(artdays)
Backstage photograph : Ikumi Taniguchi (artdays), REINA TOKONAMI
Press: Akane Harumi, Masako Shibata(Harumi Showroom), Hikaru Shiga(TEN10)
HOUGA staff: Cheyeong Kang,
Rito Osada,Tomoka Mieda
Editorial design: Tomoka Mieda