FASHION /
NEWS
June 2, 2015
Stunning Large-Scale Display Using Discarded Flowers Takes Over Isetan Shinjuku | SHY FLOWER PROJECT
SHY FLOWER PROJECT
Fashionable Ethical Brands Gather
Beautiful Giant Installation Using Discarded Flowers Takes Over Isetan Shinjuku
Ethical movements are also advancing in the fashion scene. SHY FLOWER PROJECT, ETHICAL FASHION JAPAN, and Isetan Shinjuku Store have collaborated. From April 28th to May 19th (Tuesday), a project themed "#ETHICALNOW" was held at Isetan Shinjuku Store, featuring the release of limited-edition items and a workshop with model Arisa Kamata.
Photographs by MIYAZAKI RyotaText by KUROMIYA Yuzu
Expressing Positive Ethics Through Space
The art project "SHY FLOWER PROJECT," which creatively reuses "discarded flowers" that are used for parties and events and then thrown away while still fresh, has teamed up with "ETHICAL FASHION JAPAN," Japan's first organization promoting ethical fashion, to express a new kind of ethics.
In this initiative, various ethical brands curated by ETHICAL FASHION JAPAN gathered at "acute grrrl," a new editorial zone for contemporary girls that opened this year, and on the East Park on the second floor of the Isetan Shinjuku Main Building.
Brands like "Chicolatte" and "LIVRA," which are cute and fashionable yet create products that are gentle on the earth through regional revitalization, recycling, and natural materials in Japan, were featured.
"InHeels," from London, the UK, a leader in ethical practices, launched a先行 collection for Isetan Shinjuku, made with Japanese fabrics and finished in fair-trade factories, which became a topic of conversation.
Furthermore, a giant installation themed "Ethics is Attacking" appeared at the venue, using vines and discarded flowers.
All the flowers used were再生 from those discarded at parties and events. The vines were collected and reused from those that had become overgrown in rivers and forests and needed to be removed. A large number of giant letters made of flowers were floated, creating a powerful and vibrant space that seemed to pulsate with nature.
Additionally, limited-edition accessories featuring discarded flowers adorned with crystals and feathers were sold, and a workshop was held where participants could experience making rings using discarded flowers with model Arisa Kamata.
This provided an opportunity to showcase a new, powerful form of ethics unlike anything seen before.
SHY FLOWER PROJECT
http://shyflowerproject.com/