There are fashion brands definable cool because over time they have been able to increase this aspect. Others are already born this way, since they have been placed explicitly, sometimes brash since the beginning. Well, DOLLYANDMOLLY is part of the last category. Although in Italy it is relatively new – from here, perhaps, the choice of a western-looking model – in its homeland, Japan, the street-wear brand is in vogue since 2009, especially among the so-called rebel girls, to whom the new Life is boring collection is dedicated.
Central is an analysis of contemporary society; especially on the young culture, better known as the millennials‘ generation. And if you are lucky enough to visit the land of the rising sun and its metropolis, you can easily see how young people are actually more audacious and rebellious, compared to fashions and conventions. Tokyo is therefore, in addition to women, the other protagonist: it becomes an essential background and perfectly fitting of the aesthetics desired by the brand, and it is also the place where the production of garments takes place. The reality introduced, in fact, is said to be made in Tokyo.
The winter season is concentrated, as is obvious, on the outerwear, translating it into different versions: padded, biker, in a blazer and double-breasted version. For all the personalities. And it is precisely the last aspect that defines the intrinsic characteristics of the brand born in Japan, among which the desire to be the alternative stands out. Compared to what? In reality, for us Europeans at least, the Japanese fashion houses are already a different way of seeing fashion and, above all, of interpreting it. The proposal, then, is completed with maxi hooded sweatshirts, printed sweaters, pants and skirts in technical fabric. Do not expect romantic nuances. As per tradition, paradoxically, the main colors are red, black and white.
Punk and street are the other two founding words DOLLYANDMOLLY. Both go to constitute the femmes idéales of the brand, ambassadors of the lifestyle they intend to propose: they are complex spirits that escape the categories of definition and reject the rhythms imposed by culture and customs. And if fashion is also an art to learn to understand the world, then the Japanese brand offers a counter-culture about the subject in which it operates: the fashion business.
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