Doublet, the First Japanese Brand to be Awarded the LVMH Prize

09.09.2018

Photos: Ittetsu Matsuoka, Styling: Demi Demu, Hair&Makeup: Nori and Art Director: Yuma Higuchi

Every year the LVMH prize selects two young winners from the fashion world. This year the prize was awarded to the streetwear label Doublet, by Japanese designer Masayuki Ino. At 38 years old, he became the first Japanese creator to be recognised by the prize. It is a moment which marks Japan’s growing influence on the fashion world.

The designer describes his brand in three words: humour, strangeness and comfort. His clothes stand out for their colours and their oversize cuts: from Hawaiian shirts in plastic fabric to bright Teddy blouses and t-shirts paying homage to pop-culture classics. The brand has specialised in ready-to-wear since 2012 although Masayuki Ino began with shoes. Having graduated from the Tokyo Gakuen school of Fashion and Design, Ino was first known as the protégé of designer Mihara Yashiro. However, the designer’s own projects are now also gaining traction, best known are maybe his series of instant noodle shirts, presented dehydrated in a tiny box ready to be brought to life.

Photos: Ittetsu Matsuoka, Styling: Demi Demu, Hair&Makeup: Nori and Art Director: Yuma Higuchi

Photos: Ittetsu Matsuoka, Styling: Demi Demu, Hair&Makeup: Nori and Art Director: Yuma Higuchi

Photos: Ittetsu Matsuoka, Styling: Demi Demu, Hair&Makeup: Nori and Art Director: Yuma Higuchi

Photos: Ittetsu Matsuoka, Styling: Demi Demu, Hair&Makeup: Nori and Art Director: Yuma Higuchi

Photos: Ittetsu Matsuoka, Styling: Demi Demu, Hair&Makeup: Nori and Art Director: Yuma Higuchi