2. Basic Information
1971:
1st Issey Miyake brand collection
ISSEY MIYAKE INC. Is established
“ISSEY MIYAKE MEN”
1993: PLEATS PLEASE
2000: A-POC, Cauliflower, HaaT
2007:
Dai Fujiwara’s 1st collection. Who Miyake is
Incorporation of A-POC into ISSEY
MIYAKE as a design solution:
A-POC inside
2009: Concept shops 24 ISSEY MIYAKE
2010: Bao Bao ISSEY MIYAKE
2011: Yoshiyuki Miyamae’s 1st Spring
collection
3. Mapping the values (past)
HIROSHIMA
CHIC KIMONO
WEST MEETS EAST PHILOSOPHY
INDIVIDUALITY
DEMOCRATIZATION
INTELLECTUALITY NATURE
UNIVERSAL
FREEDOM
CULTURE TRADITION ZEN
CUBISM PRAGMATIC
THE MA
ARCHITEXTURE EXPLORATION
GEOMETRY
BRAND NEW OLD
ISSEY MIYAKE
EXPERIMENTATION
SHOWMANSHIP
INTERACTION
TECHNOVATION SCIENCE
ARTISTIC
MOOD FUNCTIONALITY
AMUSEMENT
EFFICIENCY
ORGANISATION
JOY OF LIFE
4. Mapping the values (Present and Future)
HIROSHIMA
WEST MEETS EAST INDIVIDUALITY CHIC KIMONO
I(EYE)NDIVIDUALITY PHILOSOPHY
INTELLECTUALITY
DEMOCRATIZATION UNIVERSAL
CULTURE NATURE
OLD HUMANISM TRENDITION
FREEDOM TRADITION ZEN
PRAGMATIC
CUBISM THE MA
EXPLORATION
ARCHITEXTURE
GEOMETRY
ARCHITEXTURAL POET BRAND NEW OLD
SIMPLICIFY +TIMELESS EMOTION
IMAGINATION
ISSEY MIYAKE
INTERACTION EXPERIMENTATION
SHOWMANSHIP
TECHNOVATION
AISTHISIS EXPERIENCE
FUNCTIONALITY
AMUSEMENT EFFICIENCY
JOY OF LIFE ORGANISATION
5. Archetype
The Architect (Ruler): From Zeus to Apollo
ZEUS
HERMES APOLLO
Thought
ATHENA AND HERA EROS & THANATOS
Substance Emotion
ARES APHRODITE
Energy
HERACLES DIONYSOS
7. Vision
PRESENT
To explore the potentials of the garements by
implementing new technologies, architecture and
functionality to them, in order to improve everyday life.
Experimentation on the interaction between the garment
and the person.
FUTURE
Continuation of this concept. Respond to individual needs
to be stimulated emotionally and experience new
commodities.
“Stimulate the imagination through clothing”
8. Mission
PRESENT FUTURE
To be a brand that can combine Continuation of previous mission, but
traditional and western, architextural also:
and technological elements, to develop Become a brand that can really
the garment through the original connect with people through emotion.
concept of inovation and practicality.
Architecture needs to get back in touch
Provide garements beyond fashion. with its emotions and its artistic side.
“Not traditionally Japanese not purely Adopt the model of the eternal
Western.”
dialogues between ‘utility and poetics,
function and image, rationality and
metaphysics, technology and art’
9. Values (Present and Future)
Central Expressive Instrumental
Intellectualism Experimentation Functionality
Freedom Exploration Innovation
Democratization Imagination Technovation
Universal Organization
Zen Architexture
Energy (Ma) Efficiency
Pragmatism Simplicify
Joy of Life
Aithisis
I(EYE)ndividuality
10. Business Model (Present and Future)
The Eccentric
The Eccentric
The Elite (original meaning of the word:
people with distinctive attributes)
Functional
Technovative
Functiona
Sensorial
Technovative
11. CLIENTS
The Eccentric
The Elite
Consumers:
Eccentric intellectuals. Japan- Osaka: “Non-Male Male”
Channel:
About 10 are DOS (Japan, France, England) amongst 400 points of sale.
Business Increase the number of DOS and countries, make more concept stores. Help
the client sence what is Issey Miyake.
Occasion and use:
Formula Form[a]casual, functional, provoke sentiments and reactions, amuse,
express I(eye)ndividuality, Work on the concept of slow fashion.
OCCASION AND USE
Functional Sensorial
Know-how:
Present and Future Traditional handcrafts and techniques. Futuristic technology. Architexture. New
methods of collaborating with artist and manufacturers. Reality Lab
experimentation.
Material:
Combination of wool, nylon, and polyurethane. A more complex weave made of 100%
cotton. Elastic was later added. Steam strech. Mineral miracle.
Categories:
Fragrances, Watches, Womenswear, Menswear, Accessories, and Shoes.
Price Levels:
TECHNOLOGY Mid – High, double the price in the higher end lines (introduce a different scarcity of the product)
Technovative
12. Work Cited
Fashion in Motion: Pleats Please by Issey Miyake. V&A. May 2001. http://www.vam.ac.uk/content/articles/f/fashion-in-motion-
isse
y-miyake/
Ferrarini, Paolo. 132 5. by Issey Miyake. Cool Hunting. Style. Feb. 28 2012.http://www.coolhunting.com/style/132-5-issey-miyake
.php
Holborn, Mark. Issey Miyake. 1996
Irving Penn, Kiyoshi Kanai. ISSEY MIYAKE: Photographs. 1988
Issey Miyake, 2006 Hall of Fame. Art Directors Club. 2006. http://www.adcglobal.org/archive/hof/2006/?id=2
Jenna. Future Beauty: 30 Years of Japanese Fashion, Barbican Art Galley, London.Nov. 18th 2010.Worn
Throughhttp://www.wornthrough.com/2010/11/18/future-beauty-30-years-of-japanese-fashion-exhibition-notebook-part-1/
Kyoto Costume Insitute. Fashion from the 18th to the 20th Century (Icons). 2004
MIYAKE, Issey. Fashion Encyclopedia. http://www.fashionencyclopedia.com/Ma-Mu/Miyake-Issey.html
http://www.youtube.com/watch?v=4gdxhNnytSs&feature=fvwp
http://www.youtube.com/watch?v=4gdxhNnytSs&feature=fvwp
http://www.youtube.com/watch?v=4gdxhNnytSs
http://www.youtube.com/watch?v=lMFnu2N1uTM
Editor's Notes
Issey Miyake INC, previously known as ISSEY MIYAKE INTERNATIONAL INC.Issey Miyake Men: main venue moved from Paris to Milan in 19981993: Launch of PLEATS PLEASE ( which has a flagship in London)MeAboutCauliFlower: 1st called me ISSEY MIYAKE, then Me
Refer to the main aspects in bold, and down left, to the values that no longer exist (amusement, showmanship, artistic mood)
First about present and then past.Again talk about the aspects in bold. trendition: trends+tradition use of traditional elements according to tremd forecasting. The brand must lose this element and go back to tradition.The company should also lose the pragmatic value and replace it with art and imagination within architexture.Reintroduce the brand’s initial values of showmanship, amusement and joy of lifeSimplify it’s complicated conceptsAdd aisthis, which means emotion.Add I(eye)ndividuality it means ego and eyebeautysence
At the moment, Miyake is considered in the area of Thought. He is ‘The architect’, a type of ‘Ruler’, like Zeus. Not an agressive one but rather a silent power. An additional previously neglected emotional element would result in a movement towards Apollo.Apollo is the god of the sun, which gives him characteristics such as handsomeness, happiness, optimism and a fiery temper. Heis also known as the god of oracles (Delphus Oracle), music and poetry. Besides his artistic skills he is also known as the god of moral order and logic. Inspired by his characteristic, the brand should keep its rational and ethical side, but also add some new values such as joy of life, amusement, beauty, aisthisis and ‘poetry’in order to stimulate emotions.
In the past, Experimental Freedom in the relation between clothing and the human body. After the experience of America as a great cultural mix, Miyake was impressed by the ideal of freedom, which was implied in the American dream. Freedom was to become the studio catchwordMiyake’s A-POC concept garments are installed brilliantly as uncut lengths of fabric perforated and worn by a group of mannequins.Emotionally fulfill
Past: He doesn’t make fashion, he makes clothes that combine non-traditional materials and futuristic techniques with traditional Japanese fabrics to create an artistic interpretation of his country's culture and costumes across the ages.Present: this is done through experimentation with fabric/material to develop both fanatic element and practical “clothe for real life.” “Living clothe” designed for action with pronounced simplicity.
Red: FUTURE recommendationsConcept stores should be increased!!!Flagships: Paris 1979, New York 1987, London 1989 , add more in more cities.
