October 3, 2012

REGULATION : Yohji Yamamoto

Yohji Yamamoto is delighted to introduce his new line:

A name connoting control, direction, order, supervision...
Indeed, this brand new line is playing with the theme of uniform, in order to deliver “clothes with discipline”.
A theme Mr Yamamoto is deeply familiar with, uniform being one of his favourite subjects: from military jackets and coats to clothes inspired from his early years, he definitely knows how to make the uniform desirable.
The line's label will feature the word “REGULATION” in capital letters, as if it were simply stamped on the original YohJi Yamamoto signature, announcing the simple and raw characteristic of this new line.
Around thirty styles will compose the REGULATION range for its first collection (S/S 2013). With lower prices and more casual style than the other two feminine lines (Yohji Yamamoto Femme and +Noir), REGULATION can satisfy women in their twenties, as well as women in their forties who might already be faithful customers of Yohji Yamamoto.
The exceptional nature and character of Yohji Yamamoto clothes have created a new kind of a uniform, the Yamamoto one, which the brand's believers wear in their own way.
Thus this appears as quite a logical result that Mr Yamamoto would eventually offer a collection considering uniform as a literal Leitmotiv.

Sign me up!