Rei Kawakubo And Her Influence On The Society
The success of artists such as Lizzo shows us that topics like bodypositivity and the reputation of being different and being yourself, of the media and brands are preempted. Anyone who honestly follows and supports these views, is hard to tell apart in the age of the Internet, since criticism and shitstorm hardly have any lifespan with our fast consumption. Different silhouettes, some of which are far from tweaking, are becoming the biggest trend pieces. Baggy pants, oversized, „the pieces have to fall loosely over your shoulders and not just fit“.
These views are now being pursued not only by some niche designers, but are slowly moving across the main market. Of course, the influence flows over the highly successful hip-hop industry. However, these were not the first to try to change the beauty standard in the fashion world and to take on different perspectives...
Rei Kawakubo, back then active as a stylist, led the company in 1969 as K.K. Comme des Garçons, founded in Minato Tokyo.
The French term comme des garçons means "like boys". Although the name suggests that men's and boys' fashion is produced, the men's collection was introduced after women's fashion in 1978. To this day, the use of French expressions in fashion is popular in Japan as same as the popularity of French kitchen and architecture, although it is speculated that Kawakubo chose the name for the desired androgyny of their designs and borrowed the song `Tous les garçons et les filles`from Françoise Hardy in 1962.
In 1981, Comme des Garçons debuted in Paris followed by a boutique in the city the same year. Rei Kawakubo published the magazine "Six" twice a year for several years after launching 1988 . It mainly contained photos and pictures. In 1994, the first perfume was released in collaboration with the Spanish Puig Group, so far more than 40 fragrances have been created.
The company makes almost no advertising except for a few fancy print campaigns. One of their known faces was singer Björk who already was working as a model for "Comme des Garçons".