Jan 10, 2011

Adrian Joffe: The Idea of COMME des GARÇONS

When Rei Kawakubo presented her first show in Paris under the name ‘COMME des GARÇONS’ in 1981, it was received as a ground breaking collection. However not everyone in the Paris fashion system was ready for this change as she approached the fundamental core of the fashion system from a much different angle. Many collections later, COMME des GARÇONS has proved its worth in becoming one of the most influential fashion brands to emerge. That particular collection several decades ago ended the French Fashion Syndicate’s influence in the fashion industry and sparked off a new era of creation and brand management.

As the emerging Chinese market grows leaps and bounds every few months, the fashion hungry recently enjoyed a great boost thanks to the partnering of COMME des GARÇONS and I.T on the creation of I.T Beijing Market. Sharing the spotlight with another influential Japanese brand in A Bathing Ape, the two will spearhead the foundation of progressive fashion in China.

At the recent opening, we spoke with COMME des GARÇONS International’s President and Rei Kawakubo’s husband Adrian Joffe and discussed the importance of having a coherent identity, the notion of creation, Kawakubo’s fundamental beliefs and the common misconceptions of COMME des GARÇONS and Rei Kawakubo.

Interview: Edward Chiu
Text: Eugene Kan
Photography: Louis Lau
Source: Hypebeast

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