Independent thinkers, people who don't follow trends, anti- fashion

Play: worn for streetwear, more used, more popular, more mainstream fashion

Customers are loyal because the brand follows an unconventional approach to fashion, so customers feel identified and share the same philosophy to commes des garcon

Dark colour palette, like Rei, even her fan base were called the crows

Went against conventional fashion in Japan for women. One of his first thoughts while studying fashion was, I want to create men clothes for women (https://www.businessoffashion.com/videos/news-analysis/inside-yohji-yamamotos-fashion-philosophy/)

Collaboration with adidas Y3. Rei has a collaboration with converse

The house was founded in 1988 by Belgian designer Martin Margiela, famous for his avant-garde approach to fashion. His designs deconstructed and reconstructed the principles of fashion and redefined luxury. His Artisanal line was a collection of one-of-a-kind pieces, including oversized clothing with exaggerated proportions.
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