DANS LA VIE RIRA SUGAWARA is a label that refreshingly stands out with its rebellious nature of clashing prints, hues and textures. This season at London Fashion Week, they present a sea of block colours, clean lines and bold geometric shapes.
The brand’s DNA is ‘Clash Beauty’ which represents going against what is considered ‘normal’ and pushing the boundaries of conventional beauty. This seasons collection aims to revolt further and blur the lines between genders in a very unique and unconditional way. The designer uses male models for the first time in her career to showcase the unisex designs. The SS18 pieces take on a sports luxe aesthetic with easy wearing garments such as t-shirts, leggings, denim and knee-high socks.
The brand’s signature pattern play theme, but with an introduction to classic checker and polka dots sat alongside her innate wild side of camouflage, that became the brand’s signature. With a stronger message comes a bolder colour pallet with tones of red, black and green. The fabric game stays true to the DANS LA VIE RIRA SUGAWARA’s texture clash with six types of leathers melded with film process graphics on nylon. The beauty of this collection and brand lies in its exquisitely designed chaos presenting a fun and versatile collection that makes a statement.