Focus on the skull embroidery

What is the essence of luxury?

As CELUX approaches its 5th anniversary, what kind of developments did you, Ms. Yamazaki from MD and Ms. Inoue from PR, envision?

Aiko InoueAs a milestone for our 5th year, when we reconsidered luxury in the current era, we found it difficult to define in a single phrase. So, we held numerous staff meetings to discuss, 'What kind of luxury exists?'

Momoko YamazakiThe keywords that emerged were 'Traditional,' 'Creativity,' 'Extravagant,' and 'Grace'—which we also discussed in our meeting with Mr. Ozawa—and the overarching message, 'Luxury is...'

Ms. Yamazaki in the foreground, Ms. Inoue in the background

Ms. Aiko Inoue

InoueWe recently started offering men's kimonos at the salon, and they've been very well-received. I've come to believe that for men, luxury might lie in returning to their roots.

YamazakiIndeed, the 'Grace' aspect cannot be bought with money.

InoueFor our 5th anniversary, we plan to develop our lifestyle proposals—which we excel at through 'products, services, and events'—under the theme 'Luxury is...' from multiple perspectives.

We covered your collaboration with Mr. Ozawa. Could you tell us about his approach to craftsmanship?

YamazakiCELUX is a salon where members pay a fee to enjoy shopping, so if we simply offered products readily available elsewhere, member satisfaction would decrease. Collaborations are a crucial factor in product development, and our relationship with Mr. Ozawa is wonderfully enjoyable for both sides. When we express an idea, he readily suggests, 'That sounds interesting, let's do it.' The aesthetic he conveys—a touch of cynicism, a bit of dark humor—perfectly resonates with the tastes of CELUX members.

The skull embroidery on the polo shirts, for instance, seems to embody that spirit.

YamazakiUntil recently, a trend was for affluent individuals to wear literal skull motifs in street style. Mr. Ozawa's designs, however, have a charming twist. Since around last fall/winter, we've been focusing on fashion that feels more relaxed, and I'd love to recommend today's polo shirt to our members.

Thank you very much.
With the cooperation of
CELUX
TEL.03-5410-8231
www.celux.com

Membership at CELUX generally requires an introduction from an existing member.
Entrance fee: ¥210,000, Annual fee: ¥26,250 (as of the end of January 2007)