YOOX.COM focuses on domestic brands!

ato, soe shirts...

Focus on Domestic Brands at yoox.com!

yoox.com, the Italian online store selling fashion and design items worldwide, has launched a page featuring notable Japanese brands such as ato and soe shirts.

Text by OPENERS

Limited Edition Items from ato and soe shirts!

This initiative, coinciding with the Spring/Summer 2012 Tokyo Collection Week, began on October 17th as a collaboration with the Japan Fashion Week Organization. With the aim of broadly communicating the dynamism of Japanese designers to the world, yoox.com serves as a global showcase and sales platform for the most talked-about brands in the Japanese fashion scene.

Selected as "Japan's Representatives" are two menswear brands, ato and soe shirts, and three womenswear brands: G.V.G.V., THEATRE PRODUCTS, and tiny dinosaur. Alongside Tokyo Collection Week Spring/Summer 2012, yoox.com will feature a special page dedicated to these five brands. Within this, each brand will offer one limited-edition item specially created for yoox.com, available ahead of the season. Additionally, the site will feature select items from the current Autumn/Winter 2011-12 collection, designer interviews, and other special content, presenting a diverse range of features focused on Japanese fashion.

Examples of these limited-edition items include a long jacket from ato, designed with a high lapel and low button placement to emphasize a vertical line and create a flattering silhouette, and a mini dress from THEATRE PRODUCTS with a voluminous waist that contrasts with a tight mini skirt.

Dress by THEATRE PRODUCTS

We hope that the success of Japanese designers will become even more global on the popular site yoox.com, which attracts visitors from over 100 countries.

yoox.com