Giuliano Fujiwara Brand Profile

8/3/2019 Giuliano Fujiwara Brand Profile

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2011

In 1986, "giuliano Fujiwara" made the debut in Milan.

The initiator of the brand, Yoshiaki Fujiwara, made a large influence not only Italy but also the fashion

industry in the world as for a new concept "Minimalism".

The concept of "Minimalism", the tradition, the technology, and the spirits come down today and the

successor, Masataka Matsumura starts new "giuliano Fujiwara."

The one that flows to the basis of "giuliano Fujiwara" that expresses the present age and the future

while making goods use of the tailored technology with the tradition of Italy is WABI SABI*.

The exquisite expression of the spirit of "WABI SABI" is a beauty of the shadow which is concealed

on the other side of shinning beauty and new shape invented from the style that seems unbalanced.

giuliano Fujiwarais the world of new mode that Masataka Matsumura proposes.

*WABI SABIJapanese aesthetic of impermanence, characterized by asymmetry, asperity, simplicity,

modesty, intimacy and natural processes.A Japanese culture of WABI SABI derived from ZEN to be recreated in modernized concept.

Philosophy


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Masataka Matsumura

In 1986, giulianoFujiwara debuted at the Milano Collection and influenced

the Italian fashion industry with its distinctive minimalism. Today, Masataka

Matsumura has inheirited the tradition and technology, as well as the cherished

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A new giulianoFujiwara is launched.

Masataka Matsumura, born in 1980, spent more of his life being educated over

seas in Switzerland and England. While earning his BFA in Fashion Design, in

London, Matsumura became interested in music and the arts.

Masataka Matsumura has interpreted the founder

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The new giulianoFujiwra collection has an atmosphere of sophistication that is cool,

From the world to Japan. From Japan to the world. A fusion of classic and modern.

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2011


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1986

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Yoshiaki Fujiwara debuts giuliano Fujiwaras first collection

Elected to be an official member of the association of Italian fashion

Established Fujiwara Design Studio S.R.L.

STEADFAST INC. acquires Fujiwara Design Studio S.R.L.

Masataka Matsumura installed as creative director

Spring/Summer 2006 debuts in Tokyo and Milan

Autumn/Winter 20062007 Milan collection debuts

Spring/Summer 2007 Milan collection

giuliano Fujiwara AOYAMA shop opens in Tokyo, Japan

giuliano Fujiwara Sartoria started at giuliano Fujiwara AOYAMA

giuliano Fujiwara ELECTORE sales start

Autumn/Winter 20072008 Milan collection


giuliano Fujiwara PARIS shop opens in Paris, France


Furniture Collection giuliano Fujiwara Form debuts at Milan Salone



giuliano Fujiwara MILAN shop opens in Milan, Italy

Furniture Collection giuliano Fujiwara Form debuts at Milan Salone


giuliano Fujiwara TAIPEI shop opens in Taipei, Taiwan

giuliano Fujiwara ROME shop opens in Rome, Italy

2011


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2011

2010 . 1. 2

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Autumn/Winter 20102011 Milan collectionthecorner.com Online Store opens

Autumn/Winter 201011 Womens collection exhibition debut in Milan


giuliano Fujiwara SHANGHAI shop opens in Shanghai, China

Spring/Summer 2011 Womens collection exhibition in Paris

Autumn/Winter 20112012 Milan presenation

Autumn/Winter 201112 Women s collection exhibition in Paris


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2011

Fujiwara Design Studio S.R.L. was established in Milan by the brands founder Yoshiaki Fujiwara.After his death, Steadfast Inc. of Japan acquired the company, inheiriting the whole operating base

which includes the brands network and production system, as well as the brnads status in the Italian

fashion Industry.

Unlike the Japanese fashion brands that are a part of the Paris Runway Collection Circut,

giulianoFujiwara follows the brand founds belief that its production system should bebased in Italy;

it was built through tremendous effort.


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2011

Steadfast Inc.

3128 Higashi Shibuyaku Tokyo 1500011 Japan

Headquarters

Tel. +81 3 3797 4433Fax. +81 3 3797 4430Email. [email protected]

Design Studio

Fujiwara Design Studio S.R.L.

Via Borgospesso 11, 20121 Milan Italy

Tel. +390236531230

Fax. +390236531890Email. [email protected]

TUTTIFRUTTI CIS only

Via Rezia 4 Milano Italy

Tel. +39 02 36565438Fax. +39 02 36565555Email. [email protected]

[email protected]

Steadfast Inc.



Romeo

18 Rue Ferdinand duval 75004 Paris France


Spazio 38 Italy only

Alzaia Naviglio Grande, 38 20144 Milano Italy


Showrooms

Main Contact : Fujiwara Design Studio S.R.L.

Via Borgospesso 11, 20121 Milan Italy

Tel. +390236531230Fax. +390236531890Email. [email protected]

PR&Communications

giuliano Fujiwara PR Office



P. comunicazione

Paolo De Vivo / Michele Veronesi

Via Malpighi 3, 20129 Milano, Italy

Tel. +39 02 8940 6091Email. [email protected]


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giuliano Fujiwara MILANO

Via Borgospesso 11, 20121 Milano

2011


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2011

giuliano Fujiwara TAIPEI

BELLAVITA 2F No.28 Song Ren Road Taipei


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giuliano Fujiwara SHANGHAI

Citic Square B1F, LG 10, No.1168 Nan Jing w Rd, Shanghai


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2011

Dynamism and stillness: the collection that Masataka Matsumura has conceived for the next springsummer season springs

from the conjunction of opposites, reinterpreting the brands iconic elements and developing them furthermore with a

cosmopolitan and contemporary attitude, ultimately fusing the multifaceted spirit of the Western world, with the introspective

soul of the Japanese world.

The collections creativity finds means of expression through apparent contrasts: graphic and textual, as well as in the play

of proportions, turning continuously around the key concept of combining protection and movement, energy and mind.

The silhouette is pure and linear, rich in details that make it vibrant, as if it were moving: geometric cuts, interrupted lines

and angles. The focus is on the shoulders and on the heart, protected by layers and panels. Overlappings and empty spaces

create a strong, graphic impact enhanced by chromatic and textual contarasts.

Burned orange, beige, and powder blue: the colour range features dusty shades in contrast with neutral hues such as black,

white and grey. Some bright flashes are eyecatching and break solid colours: a nocturnal urban view caught at high speed

runs through the entire collection, at times jumping out of hiding from several technical details.

Coats and jackets play a key role and come in a variety of proportions and styles: from leather micro jackets to coats at calf

length; and to a group of styles that become threedimensional, acquiring wholeness due to the overlapping of different

components that can even be worn separately.

Materials match the linear and geometric spirit of the collection, yet are soft, light and comfortable. Traditional fabrics such

as dry wool, cotton and touches of linen are mixed nonchalantly with technical materials such as neoprene and nylon.

The collection is completed by a range of futuristic shoes, produced and distributed thanks to the recent licensing agreement

with CE Fashion Group: laceless sneakers with layers of overlapping leather and neoprene in juxtaposed colours; sandals are

made of geometric rawcut leather patches, whilst classic styles are reinterpreted and modernised, continuing the seasons

play of contrasting colours.

2011Spring/Summer

collection


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2011

The new giulianoFujiwara collection for FW 11/12 gravitates towards the notion of a sartorial rebelhe is cleanly tailored and coiffed,

yet highly utilitarian and street savvy, slightly rough around the edges, he is ready for the daily pursuits of urban life. He is the

modernday Dandy, with a nonchalant punkedge.

Creative Director Masataka Matsumuras archive and love of vintage military and workwear uniforms is complimentary to the way

in which he plays with pockets, shapes, proportions and details across a contemporary and reconceived vision of tailoring, outerwear

and accessories; a collection in which the importance of aesthetics runs parallel with today and tomorrows importance of reality.

The silhouette is slightly boxy, allowing for generous and nonrestrictive proportions; freedom of movement is further enhanced

by the baggycropped pants and a peacoat with cutaway arm holes. Garments are intercepted by horizontal and vertical lines that

are cut and stitched in a gridlike manner across the fabrics, reflecting the aesthetics of workwear. The notion of vintage work

wear pockets is visible externally and internally across the collection, removable 3D pockets adorn the waist as an extension of the

trousers, whilst an abundance of pockets can be discovered inside coats and jackets. Collars are doubled, and lapels are cutaway

across outerwear and tailoring, together with the layering of allnatural fabrics, these elements contribute to the collections dynamic,

yet easy to wear stance and its modernday relevance. Bursts of dusty Pop colors are present throughout the collections accessories,

echoing the distressed shades of various archival workjerseys and adding a rebellious kick to the largely black, grey, beige and navy

palette. The classic leather shoes with artisanal Italian finishing, are brought uptodate with a wedged rubber sole, reminiscent of

the punk era.

Materials are kept simple, classically Italian and luxuriousBiella wools and cashmere mixes for the coats and tailoring, and a dynamic

cotton stretch fabric can be found in the trousers and a trench coat.

Ultimately, Matsumura aims to deliver a strong dose of reality and masculinity within what he believes is an offering of truly

sophisticated luxury streetwear for the cosmopolitan giulianoFujiwara man.

201112Autumn/Winter

presentation


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2011

2011Spring/Summer

Womens collectionSharp and minimal, effortless sophistication Masataka Matsumura continues his focused and contemporary vision of thegiuliano Fujiwara woman for his second venture into womenswear for SpringSummer 2011, which this time extends into

casual items as well as the signature formalwear.

The collection is a fluid evolution and update of FallWinter 2010, inspired by the brands Japanese heritage. The traditional

art of Origami meets Japans layered cityscapes meticulous tailoring, sharp diagonal lines and folds graphically sculpt and

outline the body, whilst maintaining a slim, feminine silhouette; from the 2tiered cropped silk jacket and the sharp double

faced cotton coat, to the minishorts in virgin wool demonstrating reshaped vents with exaggerated and protruding proportions.

This powerful dynamic is however harmonised by the light dresses and fine knitwear offered, across which openbacks,

cutouts and slashes demurely expose the bearers skin a jersey and silk panelled dress slashed horizontally across the back,

drapes to reveal a slither of skin; whilst the back of a minimal cotton dropshoulder cardigan is cut out yet again to expose

the backthese elements come together to propose the collections subtle sensuality.

STRONG YET DELICATE It is this juxtaposition of hard vs soft and the use of minimalism with a twist, with which

this season Matsumura confirms the signature giuliano Fujiwara womans style.

This is dynamically carried through to the seasons accessories with angular cutting and the play of hard vs soft materials

seen throughout the bag and shoe ranges. The shoes demonstrate an impressive curved heel which break the rigorous line

of the leather straps; whilst an unusually sculpted pochette is offered in both soft perforated calfskin and a rigid brushed

calfskin, The signature double flap handbag of last season has been refreshed in bicolour and silver finishings.

Yet again the colour palette is essential minimal in line with the collections aesthetic, pure black and beige, with touches

of navy and white, allowing for the razorsharp cutting and design to stand out; the occasional play of bimaterial and bi

colour adding tonality and texture.


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201112Autumn/Winter

Womens collectionThe giulianoFujiwara Women's Fall/Winter 1112 collection is essentially a contemporary reinterpretation of traditionalJapanese aesthetics. Diagonal and Asymmetric cutlines, folds and the layering of two contrasting fabrics alternate within

a play of light and shadow. Throughout the collection the silhouette is unique the coats, jackets and dresses are largely

flat fronted whilst presenting exaggerated blownout volumes on the back; definition is always at the high waist throughout

he collection all together echoing the proportions and lines of the traditional female Kimono. The collection is supported

by a varied range of bold and sophisticated leather and textile accessories including shoes, bags, purses, bracelets, head and

eyewear in which modernity meets reality.

Giuliano Fujiwara Brand Profile

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