Reiwa pt5: Beautiful People

Blurring the line between the ordinary and the extraordinary, in the space between the experimental and the wearable, Hidenori Kumakiri´s aim is to bring beauty to the world.

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Blurring the line between the ordinary and the extraordinary, in the space between the experimental and the wearable, Hidenori Kumakiri´s aim is to bring beauty to the world.

Beautiful People is a high-end Japanese brand owned by designer Hidenori Kumakiri. Kumakiri, previously a pattern-maker at Commes des Garçons Homme, launched his label in 2007. For Hidenori Kumakiri, fit is still everything. His label Beautiful People is formed around a particular idea: “kids’ wear for adults”. Every season, Hidenori Kumakiri finds inspiration in the common ground between opposite ideas such as essential and superficial, constraint and freedom, or humorous. The design is often quite experimental; “I like to bring two very different themes together and then create something new out of those meetings. Experimental and also wearable clothes – that’s what I try to achieve”, Hidenori Kumakiri says.

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Experimental and also wearable clothes – that’s what I try to achieve.

Hidenori Kumakiri
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Beautiful People ss19.
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Beautiful People ss19.

I want to bring beauty to the world.

Hidenori Kumakiri
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Beautiful People ss19.

The brand’s use of exquisite fabrics and clever garment construction has won a cult following both in Japan and in western markets. Western press has deemed Beautiful People one of the most interesting and innovative Japanese brands of recent years. As a result, Beautiful People is currently stocked in over 70 stores around the world. The first flagship store was designed by world renowned architect Masamichi Katayama from Wonderwall and opened in 2011.

Wonderwall has created a vast number of amazing, conceptual projects and the Beautiful People flagship store is no exception. Upon entering the space, there is a pure white forest made up of 10,000 artificial flowers covering an entire wall. The wall was created to project both beauty and an opposing feeling of sorrow and sadness, just like the opposing themes of Beautiful People.

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There is a pure white forest made up of 10,000 artificial flowers covering an entire wall, projecting both beauty and an opposing feeling of sorrow and sadness at the same time.

Masamichi Katayama/Wonderwall
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