In September 2019, YOHEI OHNO exhibited its new 2020 spring/summer collection in a room in Shibuya, Tokyo.
This season’s presentation was open to more limited audience. The collection was presented in a way that a model in the room changed clothes once in a while. “Let me know if there are any items you are interested in. I will have our model wear them,” said the designer Ohno to visitors. As a model showcased the new collection, the designer created a friendly atmosphere and made himself approachable for visitors. It was a unique experience to see a fresh way to exhibit a new collection.
This season, the designer has taken its iconic garment shape and form that he had worked on for several years to the next level. With more rounded shape coupled with soft fabrics such as silk and hemp, the collection suggests structural shapes that blends in everyday life. Basic pastels are purposefully combined with organic colors like stone and sand as well as pink and mint that give more artificial look, which shows the brand’s uniqueness.
Aside from the main collection, YOHEI OHNO introduced a new dress lineup. A brief description of the new line reads:
“Independent of the main collection, this lineup features designs already presented before. No new design will be introduced in this line. It will not take any designs from the main collection. This line offers practical garments for special occasions. Instead of the common approach of a fashion brand to release new items several times a year, we take the approach of nurturing an idea over time with this lineup. We want to create a timeline outside the current marketing system by designing a business model itself. We also found in the archive quite a few items that more people would potentially be wearing.”
The first wave of the dress lineup includes eight occasion dresses, all only in black. YOHEI OHNO is a consistent brand that designs clothes, production process, presentation, and even a marketing system.
Brand: YOHEI OHNO
