YOKE
Hello, this is Nishiwaki from THIRD PLACE.
Last month, I went to Paris to buy items for the 26AW season.
I go to Paris twice a year, and on this trip I was able to see a lot of clothes and meet a lot of people, so I had a very fulfilling time.
In addition to purchasing, I am also working with the European team for the first time to shoot for an event at THIRD PLACE in March (March 20-22), and I can't wait to see the finished product. I'm preparing to show it to everyone next month, so please look forward to it.
And thankfully, in addition to purchasing and photography, I was also invited by three brands to attend their runway shows.
Although we do not carry ssstein, we have a relationship with them, and CAMIEL FORTGENS and YOKE, which are featured on THIRD PLACE.
Any brand show It was simply amazing, as the content gave us a glimpse into each person's personality and worldview...
Seeing them spend so much time preparing and then competing on the ground, I can't help but think, fashion is amazing!!!
I definitely feel that being in Paris is where Japanese brands are making great strides and attracting attention around the world. Japanese brands are continuing to spread the word about the quality of Japanese craftsmanship around the world, and it makes me very proud and happy to see them gaining more and more recognition as fashion.
So today I'd like to talk about YOKE, which held its first show in Paris.
(I'll talk about Camiel later.)
Last year, YOKE won the "FASHION PRIZE OF TOKYO 2026" and held a runway show in Paris.
I have known YOKE designer Terada-san for a long time and have worked together on many projects up until now. I had heard for quite some time that he had been aiming to hold a show in Paris, so I was really happy that it had now come true.
Actually, before Paris, I contacted Terada because I really wanted to hear about his feelings about realizing his dream and what his future goals for YOKE are. I was worried about contacting him when he was so busy, but he agreed, saying, "I want you to tell our customers!!!"
I have four questions that I particularly wanted to ask.
Then, two days before the show, I got a response.
① How do you feel now that Paris is just around the corner?
There was a lot of pressure as it was my first time on the runway in Paris, and I was constantly being asked to send samples, having meetings in Paris, making decisions one after another, and feeling all sorts of pressure, so it was a very difficult time.
Now that I'm in Paris, I'm working on coordination and model auditions, and I'm finding it more and more exciting.
Walking on the runway in Paris has been something I've dreamed of since my student days. At the time, it seemed like a pipe dream and not at all realistic, but my dream has come true, and the day is just a few days away.
Looking back on the journey I have taken so far, I am filled with deep emotion.
②What do you most want to convey about Paris?
We want to convey the Japanese craftsmanship that is unique to YOKE.
This is due to the high quality of Japanese materials and sewing techniques, as well as the strong commitment of the Japanese factories and fabric stores who respond to my ideas in the best way possible.
I would be happy if people could feel the warmth behind the clothes rather than the clothes themselves.
3. Please tell us what YOKE is currently aiming for and what challenges you would like to take on.
Through Paris, I would like to delve deeper into the core of the brand. I would like to further refine what I have done so far, carefully reconstructing it while reexamining materials, patterns, and design processes. I would like to create clothes with even higher precision, experience the Paris stage, and become a brand that can be accepted both domestically and internationally. Rather than expanding in scale, I aim to deliver an atmosphere that can be felt as "YOKE-like" anywhere in the world. To that end, I would like to open stores overseas one day.
4. Are there any new changes between YOKE up until now and YOKE going forward?
For Paris, we created a collection that sought out a classic and refined look that is characteristic of YOKE, with a casual element that is a bit different from what we've had before. While striving for a higher level of quality, we were also conscious of ensuring that the artistic elements fit in and blend with everyday life. Rather than a change, it may be closer to a new direction that emerged from going back to our roots and pursuing what we really wanted to do.
A large crowd gathered at the venue, and the show ended with thunderous applause.
A dream turns into a goal and then becomes a reality.
It was really cool to see him accomplish it.
Thank you very much to everyone on the team supporting YOKE.
All are really great brands.
I had the opportunity to talk to Mr. Terada after the show, so I was able to tell him my thoughts directly.
The words he gave me at that time were very impressive.
"I'm relieved for now. But the real challenge begins from here. I have to keep going on this stage. That's why I want to produce even better things."
Watching him speak, I sensed his determination for the next step.
We will continue to spread the word about "YOKE" here.
We will also be sharing THIRD PLACE's "YOKE."
We would like to convey not only the brand and the clothes, but also the people.
YOKE's 26SS season items are arriving little by little.
This season we have chosen something that is uniquely our style.
I would be happy if you could come and see it.
When we left the venue, the rain had stopped and a rainbow had appeared.
Once again, it was a really good day.