Pitti Uomo 81: "Versus Tokyo" at the Lyceum

Pitti Uomo will be hosting a project produced in cooperation with the Tokyo Fashion Week, bringing some of the most interesting labels on the Japanese creative scene to Florence. The Lyceum on the Fortezza grounds will showcase about 20 Japanese brands and designers – selected by Yuichi Yoshii who in a 15 plus year career in fashion has directed some of the most successful stores in Japan. “VERSUS TOKYO” will be the main event in the “Tokyo Fashion Week in Italy” project: a special selection of iconic garments from Yuichi Yoshij’s career and a tribute to Tokyo’s fashion scene, past and present. 

 

The “VERSUS TOKYO” project will also feature a special section devoted to contaminations between the worlds of Japanese cartoons and fashion. For the Pitti Uomo top buyers and guests there will be a special brunch at the Fortezza and there will be a “Japanese style” party in town, celebrating the brands that will be here in Florence for this special project         

 

Among the participating brands:

 

It is an up coming and the brightest hope of Tokyo’s fashion scene with a remarkable growth. The collection made with original textiles is the atmosphere mixed with many culture and art from Tokyo’s new generation. 

 

Mastermind Japan celebrates “Love&Peace” and is a luxurious casual collection. Original materials of high quality are used in the pursuit of functionality and comfort. Japanese materials, traditional skills and high-technology are offered to the world in the form of real clothes.

 

The brand suddenly became the drag force of Tokyo’s fashion scene. Phenomenon is now reaching for the world with the designer being familiar in music and many other aspects. The new 2012 S/S collection with a more elegant style made a huge impact to Tokyo’s fashion scene.

 

This brand stands out from others by going against the standard and searching for the chaos and the underground world of Tokyo. The designer unit not only makes clothes but also acts as an artist and does installations around the world.

 

The brand’s characteristic is to mix street taste into modern and elegant with a perfect balance. The color of the collection is also beautiful. There is a shirts line “soe shirts” since the designer is into shirts.

 

Yuichi Yoshii, over 15 years of experience in the fashion business, was the proponent of the success of many fashion stores in Japan: Creative Director of Loveless, a multi-brand shop in Aoyama, branding director of Goyard since 2008 and founder of the exclusive concept store The Contemporary Fix, with high-end brands mostly from Tokyo. 

With his careful scouting activity he contributed to the success of some of the most interesting brands in the Japanese scene. Now, Yuichi has his serial in magazines SENSE and EYESCREAM every month along with his blog on “.fatale”,  web magazine for women powered by honeyee.com