About Comme des garcons
Founded by Rei Kawakubo in 1969, Comme Des Garcons started as a small boutique in Tokyo's Aoyama district. Kawakubo, a Keio University graduate with no formal design training, named the brand 'like boys' in French, reflecting her intent to defy gender norms and fashion standards.
Comme Des Garcons' initial designs were marked by an avant-garde aesthetic and unconventional approach. Kawakubo's emphasis on deconstruction, asymmetry, and non-traditional silhouettes disrupted the prevailing notions of beauty and clothing, introducing a raw, unfinished look that became its signature style.
The brand's style evolution is highlighted by its Paris Fashion Week debut in 1981. The collection, characterized by monochromatic colors, distressed fabrics, and non-traditional tailoring, cemented Comme Des Garcons' reputation for its avant-garde and anti-fashion approach.
Iconic to the brand is the Comme Des Garcons PLAY line, launched in 2002. This line, featuring the iconic heart logo designed by Filip Pagowski, introduced a youthful, casual twist to the brand's offerings and succeeded in attracting a wider customer base.
Comme Des Garcons has engaged in notable collaborations, such as with Nike in 1999 and Swedish fashion giant H&M in 2008. These partnerships merged Comme Des Garcons' high fashion sensibilities with mainstream and athletic fashion, broadening its appeal and reach.
The brand's global expansion is reflected in its innovative retail concepts. The flagship store in Tokyo, designed by Kawakubo, showcases the brand's artistic vision, blurring the lines between art and commerce and creating a unique shopping experience.