Red heart with brand eyes. History of the brand Comme Des Garcons. Fred Perry: laurel wreath

Comme des Garcons (Com de Garson) is a Japanese clothing label founded by a woman (Rei Kawakubo). Ray owns the company with her husband, Adrian Joffe. The Comme des Garçons brand office is based in Tokyo and in the prestigious Place Vendome district of Paris. The main shows of the brand's collections are held as part of the Men's Fashion Week. The company's annual net income is approximately $180 million.

flagship store Comme des Garcons located in Ayorama, one of the trendiest areas of Tokyo. In addition, the brand's concept stores are located in Kyoto, Osaka and Fukuoka. Traditional stores are located all over the world, including New York, Paris, Hong Kong, Beijing, Bangkok, Seoul and Singapore.

In 2004, Comme des Garçons developed the concept of a department store-based market that sells other clothing lines such as Shirt, Play and a range of international designers. The original market founded by Comme des Garçons is called Dover Street Market and is located in London. Also, in 2010, I.T Beijing Market Comme des Garçons appeared in Beijing, followed by a department store in Ginza in Tokyo in 2011.

Story

Comme des Garçons was founded by Rei Kawakubo in 1973. Born in 1942, Rei received no formal training in fashion. She studied fine arts and literature at university, and after graduating she worked for a textile company. In addition, Kawakubo tried to develop in the profession of a stylist. In 1969, she came up with the idea of her own brand, which she decided to name with words from the song Comme des Garçons ("Like a Boy").

Initially, the Kawakubo brand was focused on the development of women's clothing. In the 70s, Comme des Garçons became very popular in Japan, and in 1978 Kawakubo opened a line for men. Two years later, the designer decided to move the office to Paris, where in 1981 the Comme des Garçons collection was shown for the first time, which, due to the predominance of black color and sophisticated fabrics, made a real fashion sensation. Shows of seasonal collections of the brand are still held in Paris. In 1982 Comme des Garçons became part of the Paris Syndicate. From that moment on, the brand began to take part in various exhibitions around the world.

Exhibitions

In August 2010, the grand opening of the 19,000 square foot (1,800 square meter) six-tiered flagship store in Seoul took place. The same building houses the Comme des Garçons exhibition space, the first to be located outside of Japan.

fashion design

All Comme des Garçons collections are designed at the brand's Tokyo studio in Ayorama. Clothing production is carried out in Japan, Paris, Spain and Turkey. The spring-summer collection of 1997, which was nicknamed "bumps and potholes", was characterized by unusual forms of clothing, into which voluminous soft inserts were sewn. This collection led Comme des Garçons and Rei Kawakubo to collaborate with New York-based choreographer Merce Cunningham, who came up with a production called Scenario. All the dancers involved in it were dressed in items from the aforementioned Comme des Garçons collection.

The 2006 Comme des Garçons autumn/winter collection was interesting in that it addressed the notion of the individual. It reflected the various ways in which a person presents himself to the world. Men's clothing from the collection was endowed with feminine elements, for example, and floral. In other words, in the Personality collection, masculinity was combined with femininity.

Style

Describing the style of clothing produced under the name Comme des Garçons, the term "anti-fashion" is often mentioned. The characteristic details of the brand's clothing are the absence of sleeves, unusual shapes and cuts, and deconstructivism. The color palette of Comme des Garçons is dominated by black, gray and white. A lot of things are done in style.

Collaboration with other designers and brands

Since 1992, a young designer, protégé Rei Kawakubo, began working with the brand. He makes several pieces of clothing, which are then included in the various Comme des Garçons collections. In addition, Junya Watanabe and Tao Kurihara founded their own sub-labels under Comme des Garçons. In addition to working on them, they remained involved in the development of clothing for the Comme des Garçons Tricot women's knitwear line.

In 2012, the Coca-Cola x PLAY Comme des Garçons collaboration took place. The packaging of the drink was adorned with a heart-and-eyed design previously created by graphic designer Filip Pagowski for the Play Comme des Garçons youth line. The Coca-Cola x PLAY Comme des Garçons collection featured three designs for Coca-Cola cans: black and white and pink and white with a large heart print, and pink and white with a small pattern.

Comme des Garçons and celebrities

The Japanese brand and its unusual clothes are popular among celebrities who often wear Comme des Garçons for their performances, filming, and also choose them for everyday life. For example, the famous Icelandic singer Björk wore an outfit by Comme des Garçons in her video for the song "Isobel".

Celebrities who have ever worn Comme des Garçons include the likes of Matt Bellamy, Chloë Sevigny, Kanye West, Usher, Tilda Swinton, Heidi Albertsen, Mary-Kate Olsen, Selma Blair, and Drake and Joe Jonas. , who dedicated a chapter of his 2010 book Role Models to Comme des Garçons and Rei Kawakubo herself.

Perfumery

The first fragrance, Comme des Garçons, was introduced in 1994. In 1998, the world saw the first "anti-perfume" from Comme des Garçons, called "Odeur 53". It included 53 different perfume notes, which together created an original, modern and vibrant composition. Some of the notes of Odeur 53 are oxygen, metal, mineral carbon, sand dunes, nail polish, cellulose, clean mountain air, burnt rubber and hot rocks.

Since 2002, the Puig company has joined the perfume division of Comme des Garçons, whose fragrances are now included in the Japanese brand's perfume catalog.

A feature of the perfume direction of Comme des Garcons is the presence of six lines that can be categorized - both in terms of complexity of execution, and exclusivity, and conceptuality. Niche fragrances are sold only in the official boutiques of the brand. Selective lines include:

— Leaves, dedicated to lily, mint, suza and tea leaves,

- Red, consisting of red components (red flowers, mahogany, red fruits and red spices),

- Incense - the so-called religious or spiritualistic line dedicated to five religious centers (Avignon, Jaisalmir, Kyoto, Cuarzazate, Sergiev Posad),

- Cologne - three colognes in the style of the XVIII century (amber (anbar), vetiver and citrus),

- Sherbet - "edible" smells (cinnamon, mint, rhubarb),

- synthetic series (resin, sky, dry cleaning, soda and garage).

The shops

Comme des Garçons branded stores are located in London, Paris, New York, Beijing, Hong Kong, Seoul, St. Petersburg, Tokyo, Kyoto, Osaka and Fukuoka. In addition, the brand's clothing is presented in some major department stores. Comme des Garçons perfume boutique is located in Place Marche St-Honore in Paris.

The first Guerrilla store by Comme des Garçons was opened in 2004 in Berlin. This boutique, according to the concept, worked for one year, and a minimum of funds was spent on its interior. In addition, the store was located away from other fashion boutiques and shopping malls in the city. Other stores in the Guerrilla series were opened (and closed after a year of operation) in Reykjavik, Warsaw, Helsinki, Singapore, Stockholm, Athens, Hong Kong and some other cities. In July 2007, the Guerrilla store was opened in Beirut (Lebanon), and in February 2008 - in Los Angeles (this store was the first in the United States). In November 2008 Guerrilla opened in Glasgow West.

In 2004, Rei Kawakubo's multi-level concept store was opened at Dover Street Market, London. It sold not only items from the Comme des Garçons collections, but also clothes from other designers invited to "share the creative space" of the boutique. These designers were allowed to customize their parts of the store in any way they wanted and sell their pieces there, as well as collections designed exclusively for the Dover Street Market department store.

In December 2009, a 4,400 square foot (410 square meter) store was opened in Hong Kong, dubbed "Under The Ground". In August 2010, Comme des Garçons opened a huge flagship store in Seoul. In addition to the retail space itself, it included an art exhibition space.

In October 2010, Comme des Garçons' Pocket Store was opened in Singapore.

In January 2011, the Comme des Garçons store opened there. Two stores from Comme des Garçons - Comme des Garçons Bleck Shop and Comme des Garçons Pocket Shop were opened in Berlin in January 2012.

March 2012 was marked by the opening of the Rockwell Center in Manila (Philippines).

Comme des Garcons lines

Comme des Garçons (since 1973) is the main line of women's clothing.
Comme des Garçons Noir (since 1987) is a women's line dominated by black.
Comme des Garçons "Comme Comme" (since 1993) is a women's clothing line.
Comme des Garçons Homme Plus (since 1984) - men's line.
Comme des Garçons Homme Plus Sport is a sporty line for men.
Comme des Garçons Homme Plus Evergreen (since 2005) is an additional Homme Plus line that includes newly designed items from past collections.
Comme des Garçons Homme Deux (since 1987) - formal menswear.
Comme des Garçons SHIRT (since 1988) is a collection dominated by .
Play Comme des Garçons is a youthful streetwear for girls and boys featuring a heart-and-eyes logo (co-designed with graphic designer Philip Pagowski).
Black Comme des Garçons is an inexpensive line of women's and men's clothing.

Junya Watanabe

Comme des Garçons Homme (since 1978) is a Japanese menswear line.
Comme des Garçons Robe de Chambre is a Japanese women's clothing line (discounted).
Junya Watanabe Comme des Garçons (since 1992) - women's clothing.
Junya Watanabe Comme des Garçons Man (since 2001) - menswear.
Junya Watanabe Comme des Garçons Man Pink - men's clothing for women (discounted line).

Tao Kurihara

Tao Comme des Garçons - women's clothing (founded in 2005, discounted after spring 2011).
Tricot Comme des Garçons is a line of knitwear for women.

Accessories

Comme des Garçons Edited are items specially designed for Japanese stores.
Comme des Garçons Pearl (since 2006) is a jewelry line.
Comme des Garçons Parfum (since 1994) - perfumery.
Comme des Garcons Parfum Parfum.
Comme des Garçons Wallet - wallets and cosmetic bags.
Speedo Comme des Garçons (collaboration) - swimming collection (since 2005).
Hammerthor Comme des Garçons Shirt (collaboration) - underwear (since 2007).

Other

Ganryu Comme des Garçons is a unisex streetwear label designed by Fumito Ganryu.
Comme des Garcons Peggy Moffitt.
Comme des Garçons Six is a bi-annual magazine (from 1988 to 1991).

Official site: www.comme-des-garcons.com

Official website of the Comme des Garçons perfume division: comme-des-garcons-parfum.com

Ronee Cook Newhouse interview with Rei Kawakubo, published in Interview magazine, November 26, 2008

RKN: Journalists sometimes credit you with a strict, intellectual approach to fashion. Would you like to describe yourself in some other way?
RK: I would not say that I belong to the representatives of the intellectual approach as such. My approach can be called simple. At that moment, when I create this or that thing, my thoughts are extremely simple. I can think about how beautiful or strict she is. And people figure out the rest for me.

RKN: Your company will be 40 years old next year. When you started, you wanted to be the epitome of a free Japanese woman. What do you understand by the word "free"?
RK: From this point of view, I have never identified myself with any system. I didn't do it then and I don't do it now. That's the only reason I'm free. As we have grown, so has the responsibility for our people and products, making it necessary to take more and more care of the commercial aspects of the business.

RKN: In what way do deadlines related to the timing of preparing a collection for shows affect your creativity and the creative process in general?
RK: Deadlines are a normal part of the fashion world. I can’t even tell if they help me or hinder me.

RKN: How important is it to you to create something new? Should all creations be new?
RK: The process of creation moves things forward. Without innovation, there is no progress. Creation itself is newness.

RKN: Why do you always create things in black?
RK: I always like black. Recently, however, black has become as familiar as denim has become familiar to us. I would like to invent a black tomorrow.

RKN: How do you manage to balance on the verge of art and commerce, and at the same time remain free?
RK: To feel free from within means to be free.

RKN: Is there something hopelessly bourgeois in the profession of an artist? Do you manage to avoid that feeling by doing something utilitarian, even if you describe it as art?
RK: There is no need to avoid anything. There is some value in making something simple and something utilitarian. But art needs to be bourgeois. For example, in that work of the hairdresser-stylist Julien d'Ys, in which makeup, hair and headdress merged together, there is nothing bourgeois.

RKN: Fashion is now a big business dominated by large corporate enterprises such as the Gucci Group. You collaborate with them, for example with Louis Vuitton. At the same time, you stay away. What is your take on the fact that fashion is dominated by these legal entities?
RK: There is no deep meaning here. But even in a business environment, you need to create something new.

RKN: Is fashion purely a practical and aesthetic activity, or does it also have a moral dimension?
RK: What you wear can govern your emotions and feelings to a great extent. How you look directly affects how other people perceive you. Thus, both practical and aesthetic aspects play an important role in fashion.

RKN:Do you care about the opinion of critics and other comments?
RK: All this might have meant a lot more to me if I knew that the way of life of the critics is deeper and more serious.

RKN: Comme des Garçons is defined by the fabric, the form and mode of communication, and the way the company is run. Apparently, all this is very important to you.
RK: For me, this goes without saying. This is the nature of the company. And this is the most important thing.

RKN: You call yourself a fashion designer, but many people consider you an artist. Why do you think?
RK: I think it's because I'm trying to create clothes that didn't exist before.

RKN: Is your creativity limited by the fact that when designing clothes, you take into account the proportions of the human body?
RK: There are no limits for me.

RKN: How do you work with Junya Watanabe and Tao Kurihara? When do you browse their collections?
RK: They are members of the Comme des Garçons team. I see their collections for the first time at rehearsals before the show.

RKN:Have you ever thought about selling the company?
RK: It would be interesting how I could work with the person who would want to buy it.

RKN:You seem to prefer to remain vague. How would you define yourself?
RK: I don't consider myself special, so I don't know how to define myself.

RKN:One artist defined the difference between art and fashion as follows: what the artist does and sees remains himself. What the designer does is two objects - one we see in the store, and the second in the mirror.
RK: Is it really that important to look for the difference? Fashion is not art. Fashion and art have different goals. There is no need to compare them.

RKN:Does the economic crisis affect your approach to creating collections? Do you think that due to the circumstances something simpler should be created?
RK: Comme des Garçons has always moved at its own pace and will continue to do so. In good times and bad, the company remains more or less the same.

RKN:You do not use natural fur in your collections. Do you plan to start working with this material?
RK: I like animals.

Comme des Garçons is a Japanese clothing label founded by female designer Rei Kawakubo. Ray owns the company with her husband, Adrian Joffe. The Comme des Garçons brand office is based in Tokyo and in the prestigious Place Vendome district of Paris.

The main shows of the brand's collections are held as part of Paris Fashion Week and Men's Fashion Week.

The Comme des Garcons flagship store is located in Ayorama, one of Tokyo's trendiest neighborhoods.

In addition, the brand's concept stores are located in Kyoto, Osaka and Fukuoka. Traditional stores are located all over the world, including boutiques in New York, Paris, Hong Kong, Beijing, Bangkok, Seoul and Singapore.

Also, in 2010, I.T Beijing Market Comme des Garçons appeared in Beijing, followed by a department store in Ginza in Tokyo in 2011.

Story

Comme des Garçons was founded by Rei Kawakubo in 1973. Born in 1942, Rei received no formal training in fashion.

She studied fine arts and literature at university, and after graduating she worked for a textile company. In addition, Kawakubo tried to develop in the profession of a stylist. In 1969, she came up with the idea of her own brand, which she decided to name with words from the song Comme des Garçons ("Like a Boy").

Initially, the Kawakubo brand was focused on the development of women's clothing. In the 70s, Comme des Garçons became very popular in Japan, and in 1978 Kawakubo opened a line for men.

Two years later, the designer decided to move the office to Paris, where in 1981 the Comme des Garçons collection was shown for the first time, which, due to the predominance of black color and sophisticated fabrics, made a real fashion sensation.

Shows of seasonal collections of the brand are still held in Paris. In 1982, Comme des Garçons became part of the Pret-a-Porter syndicate in Paris. From that moment on, the brand began to take part in various exhibitions around the world.

Exhibitions

In 1986, the Pompidou Museum in Paris hosted an exhibition of photographs taken by Peter Lindbergh for the Comme de Garcons brand.

In 1990, an exhibition of sculptures was held there. In 2005, the advertising and graphic design exhibition Comme des Garçons saw the light in Shinjuku.

fashion design

This collection led Comme des Garçons and Rei Kawakubo to collaborate with New York-based choreographer Merce Cunningham, who came up with a production called Scenario. All the dancers involved in it were dressed in items from the aforementioned Comme des Garçons collection.

The 2006 Comme des Garçons autumn/winter collection was interesting in that it addressed the notion of the individual. It reflected the various ways in which a person presents himself to the world. The collection's menswear featured feminine touches such as corsets and floral prints. In other words, in the Personality collection, masculinity was combined with femininity.

Style

Collaboration with other designers and brands

Since 1992, a young designer, Rei Kawakubo's protege, Junya Watanabe, began working with the brand. He makes several pieces of clothing, which are then included in the various Comme des Garçons collections.

In addition, Junya Watanabe and Tao Kurihara founded their own sub-labels under Comme des Garçons. In addition to working on them, they remained involved in the development of clothing for the Comme des Garçons Tricot women's knitwear line.

Comme des Garçons has collaborated with various fashion and sports brands such as Fred Perry, Levi's, Converse All Star, Speedo, Nike, Moncler, Lacoste, Cutler and Gross, Chrome Hearts, Hammerthor, S. N. S. Herning, Louis Vuitton, Supreme.

Fall 2008 saw the launch of the Comme des Garçons capsule collection for affordable clothing brand H&M.

The Coca-Cola x PLAY Comme des Garçons collection featured three designs for Coca-Cola cans: black and white and pink and white with a large heart print, and pink and white with a small pattern.

Celebrity Collaborations

Celebrities who have ever worn Comme des Garçons include Matt Bellamy, Alexander McQueen, Chloë Sevigny, Kanye West, Usher, Tilda Swinton, Herb Ritz, Tatiana Sorokko, Karl Lagerfeld, Heidi Albertsen, Mary- Kate Olsen, Selma Blair, and Drake and Joe Jonas, who dedicated a chapter of his 2010 book Role Models to Comme des Garçons and Rei Kawakubo herself.

Perfumery

The first fragrance, Comme des Garçons, was presented in 1994. In 1998, the world saw the first "anti-perfume" from Comme des Garçons, called "Odeur 53". It included 53 different perfume notes, which together created an original, modern and vibrant composition. Some of the notes of Odeur 53 are oxygen, metal, mineral carbon, sand dunes, nail polish, cellulose, clean mountain air, burnt rubber and hot rocks.

Comme des Garçons also released a series of luxury fragrances "Luxe", one of which was the perfume "Champaca". British artist Katherine Jebb was brought in to create the advertising campaign for this fragrance.

Since 2002, the Puig company has joined the perfume division of Comme des Garçons, whose fragrances are now included in the Japanese brand's perfume catalog.

A feature of the perfume direction of Comme des Garcons is the presence of six lines that can be classified as selective perfumery - both in terms of complexity of execution, and exclusivity, and conceptuality. Niche fragrances are sold only in the official boutiques of the brand. Selective lines include:

Leaves, dedicated to lily, mint, suza and tea leaves,

Red, consisting of red components (red flowers, mahogany, red fruits and red spices),

Incense - the so-called religious or spiritualistic line dedicated to five religious centers (Avignon, Jaisalmir, Kyoto, Cuarzazate, Sergiev Posad),

Cologne - three colognes in the style of the XVIII century (amber (anbar), vetiver and citrus),

Sherbet - "edible" smells (cinnamon, mint, rhubarb),

Synthetic series (resin, sky, dry cleaning, soda and garage).

Comme des Garcons lines

Rei Kawabuko, Junya Watanabe, Tao Kurihara, under the name Comme des Garçons, produces a large number of clothing lines ranging from luxury trends to youth, democratic brands: Comme des Garçons (since 1973) - the main line of women's clothing; Comme des Garçons Noir (since 1987) is a women's line dominated by black; Comme des Garçons "Comme Comme" (since 1993) - women's clothing line; Comme des Garçons Homme Plus (since 1984) - men's line; Comme des Garçons Homme Plus Sport - a sporty men's line; Comme des Garçons Homme Plus Evergreen (since 2005) is an additional Homme Plus line that includes newly designed items from past collections; Black Comme des Garçons - an inexpensive line of women's and men's clothing; Junya Watanabe Comme des Garçons (since 1992) etc.

Met Gala

In 2017, the annual Costume Institute Ball (Met Gala) was dedicated to Com de Garzon and the work of Ray Kawabuko

Below in the photo: clothes from the collections of the 1980-90s. In my opinion, things are not outdated at all.

In 2010, the fashion house Trussardi celebrated its 100th anniversary, and this year the brand is celebrating the birthday of its corporate logo featuring a greyhound, which is 40 years old. In honor of such an event, an Italian brand in collaboration with a Japanese illustrator Yuko Shimizu and director by James Lima released a short animated film The Sky Watcher with a purebred dog in the title role. website learned the history of the logo in detail Trussardi and remembered other emblems of famous fashion brands.

Trussardi: English Greyhound

The history of the brand began in 1910, when Dante Trussardi opened a workshop for the repair and manufacture of leather gloves in the Italian town of Bergamo. But the greyhound became the symbol of the brand only in 1973. Her nephew decided to use Dante Nicola Trussardi. The Greyhound hound, graceful, elegant, dynamic and refined, perfectly symbolized the style of the brand. In addition to gloves, Nikola began to produce other leather goods stamped with the new logo.

« I saw many paintings and ancient Egyptian bas-reliefs depicting these animals, and was completely blown away by their beauty and incredible elegance., - Nicola said about the logo he chose, which has become synonymous with Italian quality.

In a new video Trussardi The Sky Watcher, released for the anniversary of the logo, a statue of an English greyhound comes to life chasing a magical rabbit through the streets of Milan, bringing the city's monuments to life. But by morning the miracles end, and the bronze Greyhound returns to its place - to the entrance to the boutique of the Italian fashion house.

“We wanted not to go into explanations about the history of the brand, and preferred emotions, beautiful pictures and music”, - admitted the creative director of the brand Gaia Trussardi.

Chanel: Intertwined C's

Logo Chanel- one of the most famous in the world of fashion. Two intertwined letters "C" can be seen on all products of the brand, but for the first time the symbol appeared in 1921 on the bottle of the legendary perfume. Chanel #5. There are several versions of the creation of the emblem in the form of two "C". According to the most popular, these are the initials of the Coco Chanel, which she drew shortly before the opening of the first boutique Chanel. Adherents of the second, less common version, attribute the authorship of the logo to Mikhail Vrubel, who drew the symbol introduced by Koko in the 1920s much earlier, in 1886. It is known that the ornament in the form of a connection of two horseshoes, symbolizing double luck, was fashionable at the end of the 19th century. Therefore, many researchers believe that the similarity between the emblem of the fashion house and Vrubel's sketch is a mere coincidence. Although there is another version: this emblem is just a reminder of the wrought-iron ears that adorn the doors of the orphanage where Chanel grew up. One way or another, Coco did not fail with the choice of the logo, it brought good luck to the House.

Versace: Medusa

Symbol of the fashion house Versace- the head of a jellyfish - appeared in 1978, when the 34-year-old Gianni Versace opened his first name boutique in one of the most prestigious areas of Milan via della Spiga. Legend has it that shortly before the opening, the designer was walking in the garden of his mansion in Reggio di Calabria and drew attention to the marble figure of the Gorgon Medusa. The most famous of the three Gorgon sisters, with a woman's face and writhing snakes instead of hair, who turned a person to stone with one glance, would ideally fit the role of the brand's logo. Gianni was always interested in mythology and classical literature and decided that in a new context, the head of a mythological creature would symbolize fatal attraction. It is in the role of a temptress that the fashion house Versace I saw my customer.

Burberry: Knight

English brand logo Burberry appeared in 1901, when founded in 1856 by a young Thomas Burberry The brand has already become quite famous. From the very beginning, products Burberry distinguished by high quality fabrics, convenience and practicality. During the First World War, by order of the British Royal Air Force, Thomas developed a waterproof raincoat (the same famous trench coat). And in 1901, when the founder of the brand received an order for the manufacture of full uniforms for officers, the question arose of creating a trademark Burberry. Then the emblem of the brand appeared - the figure of a knight-rider in armor and with a spear in his hands, which was depicted against the background of a flag with the inscription "prorsum", which means "forward" in English. Such a motto reflected the desire for even more progressive inventions, and the spear was a symbol of protecting the traditions of quality.

Lacoste: crocodile

sports brand Lacoste was founded by a famous tennis player René Lacoste. The Frenchman, who was sent to England by his father to receive a prestigious education, became a 10-time Grand Slam winner. But at the peak of Rene's career, doctors discovered tuberculosis in the tennis player. His sports career came to an end, but Lacoste conceived a new project. In 1933 he, along with André Housing created a company La Societe Chemise Lacoste, which produced T-shirts for tennis players, golfers and sailors. The logo in the form of a crocodile appeared even before the creation of the brand. The fact is that journalists have long called the tennis player nothing more than a crocodile. “I was nicknamed “Crocodile” after my argument with the captain of our team Rene said. - He promised to buy a suitcase made of crocodile leather that I liked if I won an important match for the national team.” Lacoste was not at all offended by the journalists and sewed an image of a crocodile onto his sports uniform. A small toothy alligator was painted by a famous artist and friend Rene Robert George. It was this famous crocodile that moved to the brand's items. Lacoste.

Ralph Lauren: polo player

Ralph Lauren, once the son of Jewish immigrants Ralph Lifshitz, founded the company in 1967 Polo fashions and already in 1968 he opened his first boutique. The world-famous brand logo appears in 1971, when Ralph first presented women with a men's polo shirt.

“My wife has an excellent sense of style: she can choose such a shirt and jacket in a men's store that people then ask where we got these clothes,- Ralph told about his innovation. - Her image reminded me Katharine Hepburn in his youth, athletic and non-fashion, in the form of a horsewoman with hair flying in the wind».

The designer not only created a polo shirt for ladies, but also placed a logo in the form of a polo player on horseback on its cuffs. Lauren himself admitted that for him the game of polo has always been the personification of wealth, luxury and power. Coming from a poor family, he always dreamed of becoming a part of high society, joining it. The fashion designer's dreams came true, and the polo player figure that symbolized luxury for Lauren is now associated with classic American style.

Fred Perry: laurel wreath

Fred Perry- the famous English tennis player of the 1930s. He founded his company in 1952. It all started with the collaboration between Fred and the former Austrian football player Tibby Wagner, who had the idea to sell an elastic band around his wrist under the name Perry. Soon, athletes expanded production and began to produce sports shirts. Fred Perry. Of course, the name of the popular tennis player was associated with the famous Wimbledon tournament among buyers, and they willingly purchased the brand's goods. It is known that originally a heavy smoker Fred wanted to make a smoking pipe as the logo of the brand. He did not at all think that such a symbol would not be suitable as an emblem for sportswear. But, fortunately, Wagner dissuaded Perry with the words "the girls won't like it." The partner suggested an alternative:

"What about the laurel wreath you wear on your jacket and sweater Davis Cup?» .

Since 1934, when he won Wimbledon, Fred has always performed with this symbol. Despite the fact that Perry's relationship with the English club did not work out, Fred requested permission to use the laurel wreath directly from the director of the Wimbledon Club. He was very happy that the famous tennis player would use their symbol, and agreed. Subsequently, clothing brands Fred Perry with a recognizable wreath has become the uniform of a number of subcultures of the twentieth century, in particular mods and skinheads.

See other photos:

Comme des Garçons is a well-known company in the fashion world. In Russia, the brand has become popular recently, due to the spread of fashion.

Summary:

The company has always been engaged in the production of high-quality and expensive clothes. To put it mildly, not everyone can afford things. This company was founded by a woman, Rei Kawakubo, who had no design education, but had a taste and sense of style.

Rei's story

The founder of the brand graduated from the Institute of Fine Arts, after which she went to work as a PR specialist for Ashai Kasei. She managed to earn a little money, so sometimes she worked as a stylist.

The company was engaged in fabrics, where the ray was enriched with knowledge of the material and its properties. For herself in ordinary stores, she could not find things that she would like. As a result, she decided to open her own brand Comme des Garçons in 1973.

In the same year, the company was officially registered and work began.

Collections and development

All brand items are unisex, so the name translates as "like a boy."

The first collection was unique as it had a deconstructivist style. Things had a rather strange style, inexplicable. Despite this, Japanese fashionistas liked it and the popularity of the collection was quite good.

The following collections are made in the same style.

The store is also stylish and unusual. It is located in the Tokyo area - Minami-Aoyama. There were no mannequins in the boutique, there is not a single mirror so that buyers purchase a thing based on their feelings.

These unusual solutions were liked by the potential client, which made Rei famous throughout Japan by the end of the 70s.

The first goal is completed, now you need to conquer other countries. In 1981, Rey moved her office to Paris. There she presented to the public her creations with complex fabrics and interesting combinations. The public liked the things, but since they were already familiar with other designers, there was not much excitement.

Critics reacted well to the company, invited her to the French haute couture house. This helped her to constantly shine at all fashion exhibitions and open her own boutique in Paris.

Products and collaborations

As you already understood, the nonsense is engaged in the production of various clothes, from T-shirts to sneakers, in general, everything. In 1994, the company launched its own collection of perfumes, distinguished by unusual combinations of fragrances and a stylish design of the bottle.

The company also produces furniture, jewelry, accessories, swimwear and has its own magazine, Six.

Since Comme des Garçons (CDG) has been around for a long time, she used collaborations with other brands for her PR. On the Internet you can find products from companies such as:

Lacoste;
Louis Vuitton;
supreme;
Levi's;
Coca-Cola, etc.

Now Russian buyers have begun to actively purchase clothes from this company from the Play collection. This collection includes everyday items and a patch in the form of a heart with eyes.

modern time

Now the brand remains in its place and does not leave the pedestal. The secret is very simple - something new and unusual always comes out. You can't even see the resemblance to your own clothes. Fans are constantly waiting for the new collection with impatience, as it is difficult to guess what Rei Kawakubo will cook there.

Everything is created in Tokyo, only tailoring is organized in some countries. The founder never aspired to trends, she wants to do what she likes, not the majority. As we can see, this is bearing fruit.

Things are suitable for people who want to create a casual look. Interesting tones, unusual combination of materials. Things can be worn every day while standing out from the crowd.

The founder takes part in the creation of collections and even controls the financial component of the company herself.

Prices for Comme des Garçons items

Clothes cost a lot, because the materials are not cheap and the brand is well promoted. You can get acquainted with the prices on the official website of the company, in Russia there is a store in St. Petersburg.

Therefore, if you want to become a happy owner of things of this brand, then you should make good money. By the way, if you suddenly need it, then the stores are still present in the following cities:

London;
Berlin;
Beijing;
NY;
Tokyo;
Paris;
Osaka.

Name of production lines:

Come des garcis - the main one;
Noir - black female;
Comme Comme - female;
Plus - male;
Plus Sport - men's sportswear;
Homme Deux - formal men's;
Shirt - shirts;
Black - inexpensive things;
Play - youth clothes with a logo in the form of a heart with eyes.

These are collections designed by Rei Kawakubo. There are also lines from other designers of the brand.

Conclusion: the company has an ordinary history, but an interesting promotion scheme. Due to Rei's perseverance and unusual imagination, the company has become so popular, the one to which the rest are now equal.