Blog
The value of a luxury "place" — prime locations, flagship stores, pop-up shops. Not just sales venues, but stories that persuade through experience
The value of "place" in luxury
Prime locations, flagship stores, pop-ups. Not just sales places b...
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Runway photos create value: look images, archive database, searchability. Only the clothes that can be found become more valuable
Runway photos create value
Look images, archive databases, searchability. Only clothes that can b...
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Perfume and clothing have become the same brand experience. The structure where fragrances strengthen as the "gateway" to the house, and the differences in success patterns
Perfume and clothing have become the same brand experience.
The difference in structure and succe...
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Can you see the "face of the maker"? How a brand becomes stronger. The mechanism by which artisan content, workshop tours, and repair services are transformed into "trust."
Does seeing the "face of the maker" make the brand stronger?
The system where artisan content, w...
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How far can the "price increase" of luxury goods be explained? Understanding the logic behind price revisions that cannot be explained by raw material costs through supply networks and supply-demand dynamics
How much of luxury's "price increase" is structural
Read the logic of price revisions that cannot...
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The reason the archive is expensive is not only because it is "rare"—it also involves documentability, reproducibility, and reparability. Breaking down the conditions that cause the price to increase
High-value archives are not only because they are "rare."
Documentary value, reproducibility, re...
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The value of Fashion Week is shifting from "showing" to "translating the sales floor"—a story where runway shows, showrooms, and purchasing are once again taking center stage
The value of Fashion Week shifting from "showing" to "translating into the sales floor"
The story...
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What Constitutes "Elegance" Decomposing the overall impression of elegance—not by price or stitches—into its appropriate elements
【What is "elegance" made of】
Let's moderately break down the overall impression of elegance, not ...
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"Is 'aging' a matter of design or chance?" Clothing that ages beautifully, simply old clothes. The way only enduring clothes perceive time
“Aging”: Is it a design choice or mere coincidence?
Clothing that ages beautifully, simply old cl...
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【Bags from "carrying tools" to "personal symbols"】 The icon bag is now spoken of in the language of "investment," "ownership," and "inheritance"
【Bags: From "Carrying Tools" to "Personal Symbols"】
The Iconic Bag's Journey to Being Discussed i...
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The History of "Limited" Designs: Capsules, Drops, Holidays, Lunar New Year. Understanding how limited editions become part of culture through the brand's intentions and the collection's positioning
【Design history of "Limited"】
Capsules, drops, holidays, Lunar New Year
Read the mechanism of tur...
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The Time Lag Until the Runway Reaches the Market: What Happens Before the Collection Becomes a "Sellable Form"
【Time lag until runway reaches the market】
What happens before a collection is "translated into a...
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[Creative Director Change: What Will It Change and What Will It Keep?] Reading the "Design History of Succession" through Continuity in Shape, Material, and Proportion
【What changes and what remains in the creative director transition】
Reading the "History of Inher...
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The Strength of "Repairable Clothing" - Viewing Longevity Not as Morality but as Structure
【The strength of "repairable clothing"】
Viewing long-term wear not as "morality" but as a "struc...
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【Luxury Brands and Social Media】 Twenty Years of Changing Branding from "Media" to "Experience"
【Luxury Brands and SNS】
Twenty years of transforming branding from a "medium" to an "experience"
...
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[New Year and Luxury] Fashion as a "break" in the calendar
【New Year and Luxury】
Fashion as a "cut" in the calendar
When the year changes, we naturally thi...
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Luxury Official Resale and the Conditions for "Chosen Archives"
Luxury official resale and the conditions for the "Chosen Archive"
Recently, the terms "Official...
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The True Nature of "Quiet Luxury" — "Quiet Luxury" is not a new trend, but a name for an attitude that has persisted all along
The true nature of "quiet luxury"
――“Quiet Luxury” is not a new trend, but a name for an attitud...
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Reevaluation of Jewelry: The Pathways Through Which Rings and Bracelets Have Represented "Gender," "Urbanity," and "Status"
Reevaluation of jewelry
The path through which rings and bracelets have come to embody "gender," ...
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When did secondary distribution become a "culture"? – Understanding the essence of archives through historical facts
When did secondary distribution become "culture"?
Interpreting the essence of archives from histo...
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The decline of logos and the return of codes: Why luxury is once again returning to design rather than printing
The decline of the logo and the return of the code
Why luxury is once again returning to des...
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Modern to contemporary "Christmas x Fashion": Luxury has created a "form of celebration"
Modern to contemporary "Christmas x Fashion": Luxury has created a "form of celebration"
T...
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Over 40 years since the "Shock of Black": Where is the context of avant-garde heading? What does the interpretation of black by various brands reveal about their views on fashion?
Over 40 years since the "Shock of Black": Where is the context of avant-garde heading? What does ...
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The role of winter accessories: body temperature, class, and aesthetic sense
The role of winter accessories: body temperature, class, and aesthetic sense
Coats and kni...
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The Current State of Genderless: How the Boundary Between Feminine and Masculine Has Changed
The Current State of Genderless: How the Boundary Between Feminine and Masculine Has Changed
...
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The relationship between cities and fashion - Tokyo, Osaka, Seoul, Paris, London. Why are certain styles so popular in each city?
The relationship between cities and fashion
- Tokyo, Osaka, Seoul, Paris, London. Why are cert...
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"The best solution for autumn/winter outerwear" - Between "trend" and "classic," what should you choose from now on?
"The best solution for autumn/winter outerwear" - Between "trend" and "classic," what should you...
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[MOOD Styling Letter] Vol. 01 - A quiet story of styling unraveled from customers' "concerns"
[MOOD Styling Letter] Vol.01
- A quiet story of styling that unravels customer concerns
...
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"Leather Vocabulary" - Nappa/Suede/Patent Leather. Why brands choose them and the best solutions for jackets and accessories.
"Leather Vocabulary"
Nappa/Suede/Patent Leather: Why brands choose them and the best solutions...
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"Fragments from Famous Collections" - Prada 1996 / Dior Homme 2001 / Margiela 1997: The Core and Meaning Remaining in Today's Wardrobes
"Fragments from Famous Collections" - Prada 1996 / Dior Homme 2001 / Margiela 1997
The core an...
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"Mohair, Cashmere, Alpaca" - How the difference in pile length affects how the fabric absorbs light. A simple guide to material history, a lineage of classics, and long-lasting care.
"Mohair, Cashmere, Alpaca" - How the difference in pile length affects how the fabric absorbs li...
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Thinking Away from the Rain: The History, Culture, and Inheritance of British Trench and Chesterfield
Thinking Away from the Rain: The History, Culture, and Inheritance of British Trench and Chester...
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The Changing Generation of Pants: From the Resurrection of Two-Pleats to High Waisted Pants and Leg Width Changes (1990s to Present)
A generational change in pants
--From the resurgence of double pleats to high waists and hem w...
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The Interaction of Film and Fashion: From "American Gigolo" to the Present - The Screen Has Changed Fashion, and Fashion Has Changed the Screen
The Interplay Between Film and Fashion
From "American Gigolo" to the Present: The Screen Has C...
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A map of the designer's roots: The town where he grew up, the school he studied at, and the culture he has been exposed to reveal the "quirks" that live in his clothes
Designer's roots map
The town where you grew up, the school you studied at, and the culture yo...
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The present form of suits: A set that speaks not of "authority" but of "space" - tracing the brand's individuality and its background
present tense of suit
A setup that speaks from the margins, not from authority: Tracing the br...
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A guide to the famous collection archives: "Why are they called masterpieces?" A careful analysis of the show and hints for the present
Famous Collection Archive Reader
"Why is it called a masterpiece?" A careful analysis of the s...
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Coat Design: Chester, Raglan, and Double-Breasted Coats: An Easy Guide to Their Structure
Court blueprint
An easy explanation of Chester, Raglan, and Double-Breasted jackets from the p...
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The persuasive power of black: "Strength without looking strong." A story of how to portray elegance through the gradation, texture, and proportions of black.
Black Persuasiveness
"Strength without looking strong": A story of elegance expressed through ...
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Fashion through materials - tweed, gabardine, shearling, silk. The story of the material, basic care, and tips for long-lasting wear.
Fashion through materials - tweed, gabardine, shearling, silk. The story of the material, basic ...
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Wearing culture with accessories: scarves, belts, gold jewelry
Wearing culture with accessories: scarves, belts, gold jewelry
Introduction
The im...
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Aesthetics after Antwerp: Between "Decadence" and "Classicism"
Aesthetics after Antwerp: Between "Decadence" and "Classicism"
Introduction
The qu...
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Autumn/Winter 2025 Fashion Overview: A season where shape and texture return
Autumn/Winter 2025 Fashion Overview: A season where shape and texture return
What's hap...
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Giorgio Armani - The man who created the framework for autumn/winter
Giorgio Armani - The man who created the framework for autumn/winter
overview
Giorg...
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Antwerp Six: A center born from the periphery
Antwerp Six: A center born from the periphery
overview
In the mid-1980s, a quiet trans...
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Christian Dior's designer history reveals the secrets of luxury
Christian Dior's designer history reveals the secrets of luxury
A giant in the fashion world...
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GUCCI's designer journey and the new chapter following Demna's appointment
GUCCI's designer journey and the new chapter following Demna's appointment
Founded in Flor...
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Yves Saint Laurent - Summary: Aesthetic Legacy and Its Present-Day Inheritance [Part 4]
Yves Saint Laurent - Summary: Aesthetic Legacy and Its Present-Day Inheritance [Part 4]
Yves...
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Yves Saint Lauren - Safari, See-Through, and 70s Innovation [Part 3]
Yves Saint Laurent - Safari, See-Through, and 70s Innovation [Part 3]
The innovations that Y...
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Yves Saint Laurent - The Innovations of "Le Smoking" and "Mondrian Dress" [Part 2]
Yves Saint Laurent - The Innovations of "Le Smoking" and "Mondrian Dress" [Part 2]
The name Y...
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