NATSUMI ZAMA showcased its new autumn/winter 2019 collection at SISON GALLERy in Shibuya, Tokyo from March 16 to 21, 2019.
This brand offers natural clothing featuring earth colors as a basis and simple design. The designer Zama’s focus is on wearability, which she defines as “design that is not too creative.” This quality is reflected on her collections. Items are accessible and well-received by modern women. Clothes that Zama wears herself are natural. She suggests clothes that she would wear, which seems to resonate with working women and housewives.
NATSUMI ZAMA’s collection themes are unique. “The man who stole the Mona Lisa” was the theme of the autumn/winter 2018 collection, which was my first encounter with the brand. For the spring/summer 2019 collection, the designer picked the theme ‘Escape from the Dinosaurs.’ These themes are evocative of a title of a movie or a picture book. When something comes up in her mind that she wants to incorporate into her clothing, Zama tries to describe the idea with words. That becomes the theme of a collection, Zama explained. The theme of the autumn/winter 2019 collection is “Ancient period of Asuka and Prince Shotoku.” Taking another look on the collection, I see the link between the theme and the items, such as layered design and tight silhouette at the waist that we typically find in traditional Japanese clothing. That is what the designer intends. Customers react differently after she tells them the theme, Zama said amusingly. The designer takes a playful approach to themes.
I asked her about the theme she picked for this collection. “I wanted to suggest clothes with more creative design that is also accessible to my customers,” Zama said. Brand fans will find something new in the autumn/winter 2019 NATSUMI ZAMA collection.
Brand: NATSUMI ZAMA
