Expressing the theme of modern folklore naturally.

──What is the theme/concept for the 2013-14 Autumn/Winter collection?

This season's theme is "MODERN FOLKLORE." For example, we have a dolman-sleeve coat inspired by Moroccan ethnic attire, or arrangements of traditional Nordic knitwear, or reconfigured Glen check patterns, a traditional British motif, for a more contemporary feel. We also reconstruct classic designs with casual materials. "Making folklore modern." This is also the brand's aim.

──What were your priorities for this season's lookbook shoot, and what should people pay attention to?

We aimed for a natural atmosphere where the clothing and models blend seamlessly, allowing the theme of modern folklore to be expressed organically.
And this time, as a new initiative, we are proposing coordinated looks for women using men's sized clothing as is. "Clothing to share with your partner." This is JAMA RICO's new proposal.

──What is the key look (coordination) for this season?

A coordination of a shearling cap, Glen check coat, vest, and denim. The traditional Glen check pattern is broken up by washed denim, and the shearling cap adds an ethnic accent. This look strongly reflects the theme of modern folklore.





──What are the key items and key colors?

Key items include the original Glen check coat, a vest, the ombre check Moroccan coat, and the shearling cap.

──What "materials" did you focus on this season?

Original Glen check made with British wool. We've made the classic pattern more casual and modern with accent colors in a single thread, and added washing for a daily feel.

──What is the most rewarding part of being a designer?


Being able to create items that both customers and I can incorporate into our wardrobes for a long time.

──A message to your fans.


Please come to the stores and see, and try on, the Autumn/Winter delivery.
Major Retailers
See Shop List (http://www.jama-rico.com/shoplist/)

Inquiries
JAMA RICO
Tel. 03-6452-4035
http://www.jama-rico.com/