The creation and vision of the Comme des Garçons brand: avant-garde in the fashion world
In the world of fashion, there are few brands as radical and influential as Comme des Garçons. Founded in Tokyo in 1969 by visionary designer Rei Kawakubo, the brand turned the fashion world on its head and challenged convention. Their origin story and vision are fascinating and inspiring.
The origins of Comme des Garçons
Rei Kawakubo, born in Tokyo in 1942, had no formal training in fashion at the start of her career, which only highlights her unconventional approach to design. In 1969 she opened her first store in Tokyo, and in 1973 she presented her women's collection for the first time in Paris. This was the beginning of Comme des Garçons, which translates to "Like Boys."
The name was deliberately chosen and reflected Kawakubo's desire to create fashion that breaks gender boundaries and conventions. From the start, her designs were avant-garde, deconstructed and often difficult to understand, but they immediately caught the attention of the fashion world.
The vision of Comme des Garçons
Comme des Garçons' vision can be described as "anti-fashion". From the beginning, Kawakubo pursued a radically different perspective on fashion. Their clothing was often asymmetrical, oversized, and showed little regard for traditional beauty standards. She wanted her clothing to evoke emotions, be it confusion, admiration or alienation.
Kawakubo has often said that she is not interested in designing clothes that people can easily wear. Instead, she sees her work as a form of art that challenges the conventions of fashion and blurs the boundaries between fashion and art. She views her clothing as three-dimensional sculptures that envelop the human body.
The Comme des Garçons brand has spawned many sub-lines and collaborations over the years, including the Comme des Garçons Play line with the famous heart logo. Despite the various sub-brands, the brand as a whole maintains its avant-garde and radical aesthetic.
The success of Comme des Garçons
Comme des Garçons' success is remarkable because it proves that fashion can be more than just beautiful clothes. The brand has pushed the boundaries of the fashion world and fundamentally changed the way we perceive fashion. Rei Kawakubo is one of the most influential designers of her generation and has received numerous awards and accolades for her work.
Comme des Garçons remains a place for experimentation and innovation in the fashion world. The brand has shown that fashion can be a medium for artistic expression and that it has the ability to challenge our ideas of beauty and convention. In an industry often driven by trends and traditions, Comme des Garçons encourages us to push the boundaries and celebrate creative freedom.
