Maison Kitsuné’s Retro Pop Experience
Maison Kitsuné is a record label as much as it is a fashion brand. So when Gildas Loaëc and Masaya Kuroki brought their show to Pitti, they literally brought the show. They’d never presented their fashion collections live before, but they had plenty of experience putting bands onstage. So at the Palazzo Capponi last night, they just did what they knew best: They put bands onstage. This time, though, they happened to be wearing Maison Kitsuné.
The thing took the form of a classic TV variety hour, Ed Sullivan-style, with shticky emcees (the Tokyo-based duo Verbal and Yoon—left) and musical acts (the Swedish girl group Say Lou Lou, the French electro-pop chanteuse Yelle, the Franz Ferdinand-esque Brit rockers Citizens!). The whole was filmed by fashion’s documentarian of choice, Loïc Prigent. “I grew up watching TV,” Kuroki said backstage after the show. “I didn’t grow up watching YouTube. We wanted to make it a bit slower. You can feel the moment.” (Whatever he did or didn’t grow up with, the Prigent video is soon destined for an online outlet near you.)
In keeping with the midcentury vibe of the format, the clothes, too, had a sixties spin. The girl-groupers wore silvery minidresses and Peter Pan-collared shirts. (A punky touch was added by Verbal and Yoon’s jewelry line, Ambush.) The guys had patch-pocket suits and penny loafers. And Yelle? Well, her shortalls romper and sparrow-tailed twill parka didn’t seem to fit the theme, but no use standing on ceremony about that. This was less a step onto the fashion runway than one toward Kitsuné’s continuing global expansion (next up, their first Tokyo store, opening in February), and one in pursuit of a good time. “It was good fun,” Kuroki said. “It was a pop experience.”
CLICK FOR A SLIDESHOW of Maison Kitsuné’s Fall ’13 presentation.