Among brand to be discovered for next season there is certainly a Japanese brand based in Tokyo: DOLLYANDMOLLY.
The brand, which for some years has found a remarkable success in its country of origin, Japan, and in South Korea, participated in September at White Milan: where we discovered it. Dolly and Molly have highlighted an all-female collection that has a clear goal: to conquer the European and international markets, with a new line that has captivated buyers.
And there is another tip, that enlights the importance of the brand: starting this season it can be found from MPM Showroom, the Milan showroom that today, we believe is the most intriguing platform on the real emerging avant-garde and with a direct line with the best buyers and stores in the world.
The new collection that we show you represents the next autumn winter: currently available in showroom and arriving in selected stores next September.
It is a collection focused entirely on unconventional outerwear. The results after the first sales campaigns seem exceptional for a mix of factors that we list here:
- a product with an avant-garde flavor, which at the same time represents a product that is very salable to the final public. In short, capable of striking the most attentive audience without exceeding the particularity that often makes the avant-garde, ‘beautiful to see but not portable’. And therefore destined to remain in the window. Here it is not like that with Dollyandmolly
- a super interesting quality-price ratio. As we are talking about outerwear destined for positioning in the best top stores, it starts with a retail price of just over 300 euros: definitely competitive.
- an image that is capable of playing in a subtle balance between rebel-rock and romance. The avant-garde and the dark taste is and can be seen, but it is always sweetened by the pleasure of playing, irony, and romantic touch. Just like Dolly and Molly characters, two souls that coexist within the same brand.
Speaking about the collection we like very much some things: the asymmetrical cuts, the combinations of classic materials such as cloth mixed with technical fabrics, the union of garments with different lengths giving life to a single product: just as if two different coats had been cut half for the long, and sewn up in an inverted way: the result is absolutely original but at the same time convincing. Oversized padded jackets, with checks and soft white fur collars. The inserts in ecological fur, in fact, are a must: they fit into a very strong and definitely appreciated trend. The punk spirit is once again expressed in the applications on the back of the garments, presented as if they were ‘posters‘ glued with scotch, which announce ‘claims’ and inspirational phrases.
We leave you with the images of the look book and the official page of Dolly and Molly on SHOPenauer.
INFO BRAND
Official site: www.dollymolly.com
Instagram: www.instagram.com/dollyandmolly_tokyo
SHOPenauer: www.shopenauer.com/it/brand/dollyandmolly
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