In October 2019, tactor exhibited its new 2020 spring/summer collection in a room at a building in Shibuya. “Refined out loud” is the theme of the collection.
I had a rather subdued, soft impression from this season’s collection in general, compared with my first encounter with the brand. While bringing back tactor’s iconic graphics and foil prints, they are now coupled with unobtrusive, low-key, partial use on everyday clothing such as T-shirts, which makes the collection more laid-back.
The designer Yamamoto said that she had a chance to think about what makes her brand unique. Looking at a bigger picture of the brand as a designer, she considered what aspects of the brand are appealing to customers, rather than pursuing her passion to deliver her own creation. She reviewed her entire collection from the beginning to see what she can do now to sophisticate the brand and present the uniqueness of the brand to new customers as well. Representing such an idea, the theme of the collection was named “Refined out loud.”
This has been reflected on more relaxed, simply cute designs adopted for this season’s collection, besides conspicuous items that the designer has a special feeling for. “I used to think that tactor did not have to make clothes that are just cute because there are so many,” said Yamamoto. “But I am now true to my feelings and want to offer something feminine that tactor customers find cute.”
Brand: tactor
