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We met her on Instagram. The chance was when we are searching through our favorite brands by hashtag for clothes we would like to buy. Among all the advertisements and pictures of people wearing the clothes, we came across a girl wearing strangely distorted clothing which we had never seen before. We could tell what brand it was with a quick look, but something was odd. The shape of the clothing didn't seem to fit her body. Upon closer examination, we found that she was not actually wearing the clothes but rather had cut out pictures of the clothing and edited together a collage with a picture of herself. Interested, we took a look at her profile and found many more selfie collages of the same kind. Soon afterward, we sent her a message saying that we would like to meet. She appeared at the fast food restaurant in Shinjuku wearing a gray school uniform. After briefly introducing ourselves, we talked about her pictures. This is what she had to say.

I wanted some clothes I saw on Fashionsnap and searched for them on an online store. They had the clothes in stock, but they were a bit too expensive. So I just used images of the clothes on my iPhone and edited them onto pictures of myself and it was so much fun. I figured that this didn't cost any money and I could make any combination I could think of and try on as many as I wanted. I've worn one of my favorites, Vetements, along with Raf Simons, GUCCI, Y/Project and more. I think I'd like to try on Balenciaga next. I found that I can't just look at the clothes I want and dream about wearing them.

We decided to make clothes with her.

私たちは彼女とInstagramで出会った。きっかけは好きなブランド名をハッシュタグで検索して、欲しい服を探している時だった。着用画像や宣伝広告に紛れて、見たことのない歪な形の服を着た女性の画像が目に飛び込んできた。パッと見ただけであのブランドの服だとわかる。でも何かがおかしい。体に対して服の形が合っていない。よく見るとそれは実際に着ている のではなく、切り抜かれた服の画像を組み合わせ、自分の顔に当てはめたコラージュだった。気になってプロフィールに飛んでみると、同じように作られた自撮り写真がたくさん投稿されていた。それからすぐに、私たちは彼女に「会いたい」とメッセージを送った。新宿のファストフード店に、彼女は灰色の制服を着て現れた。ひとしきりお互いの話をしたあと、あの画像の話になると、彼女はこのような話をした。

ファッションスナップのサイトで見かけた服が欲しくて、ネットショップで探しました。在庫があるけど、ちょっと高かった。だからiPhone でその服の画像を切り抜いて自分の顔と合成してみたら、すごく楽しくて。これならお金もかからないし、着たい服を何でも組み合わせて着れる、と思った。大好きなVETEMENTS も着たし、RAF SIMONS、GUCCI やY/Project も。BALENCIAGA もこれから着てみようと思ってる。着たい服を、ただ憧れて見ていることが出来ないのだと思う。

私たちは、彼女と一緒に服を作ることにした。

Credit

May 29 - June 7, 2017
Workstation.
Fashion Show|June 3

Art Direction|PUGMENT
Stage director|Arata Mino
Music|Kazumichi Komatsu
Graphic Design|Shun Ishizuka
Photographer|Arata Mino, Takashi Homma
Videographer|Hironori Itabashi
Hairmake|YUI (CODE+LIM)
Hairmake assistant|Ami Kobayashi (nu+LIM)
Designer assistant|Yuri Shimizu
Assistant director|Yuki Nakaya
Graphic Design assistant|Minoru Furukori

Main Visual
Model|Kenta Cobayashi, Saki

Fashionshow 2017.6.3 at Workstation, Tokyo.
Model|Kana Endo, Tu Chia Chen, Shogo Shimizu, Hatsune Tamagawa, Yuki Fujii, Lee Yoko, Lisa Bayne

Support
Yuki Kondo, Riko Goto, Kaori Seki, Hitomi Simomura, Maho Nakanishi, Shota Watanabe, Yoshikatsu Yamato, Mei Shirao

Special thanks
Kiku Okuda, Yuhei Kobayashi, Natsumi Suzuki, Yu Takamizawa, Ryusuke Marume, Sen-i, Licaxxx(ASOBISYSTEM), THE FOUR-EYED

Book

PUGMENT SPRING 2018 COLLECTION BOOK

297 x 210mm
Color and B&W
Softcover
96pages
self-published
Text Japanese / English

Photograph|Takashi Homma, Arata Mino
Edit|PUGMENT
Graphic Design|Shun Ishizuka
Text|Sekai Kozuma

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