Earlier, Japanese designer brand Atsuro Tayama held a preview of their Spring/Summer 2024 collection at an art gallery in Sheung Wan. The brand’s iconic figure, Mr. Atsuro Tayama himself, personally visited Hong Kong to introduce the latest Spring/Summer 2024 and ART OF GARDEN collections.
Tayama Junro has had a deep connection with farming for the past 15 years, and in recent years, he has created a private backyard of over 10,000 square meters at his villa in Kumamoto, which has inspired more fashion collections with a nature theme. The brand’s signature soft avant-garde style takes “change” as the main theme in the 2024 spring/summer collection, incorporating neutral designs and designs with natural textures, continuing the brand’s avant-garde style and bringing the unique Art of Garden collection once again, combining urban, practical, and comfortable elements. ZTYLEZ had the privilege of meeting Mr. Tayama in person for a fashion conversation.
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Z: What is the inspiration behind the 2024 Spring/Summer collection?
A: In the Spring/Summer 2024 collection, I incorporated nature into the world of fashion. I have been tending to my garden for the past 10 years, drawing inspiration from the sky, soil, flowers, and trees while taking care of it. Imagine the texture of things in nature not being very smooth, so I made the textured materials the main design element of this season. The changing seasons in the garden and my experiences in cultivation also inspired the “transformative” designs in this collection, offering wearers more possibilities for mix and match, creating an Avant-Garde Women style.
Z: In the ever-changing fashion world, how can one stay true to their passion for design?
A: I have been in the fashion industry for over 40 years, and I have been running my own brand in Hong Kong for 30 years. My style has never changed, it has always been avant-garde. I have always been focused on this style, and every season I concentrate on avant-garde. Maybe one season it will be a slightly softer avant-garde style, but I always seek evolution in every collection.
Z: How do you feel about the current trends of Sporty Luxe and Y2K fashion?
A: I have always incorporated sporty elements into my collections, but I don’t design specifically for the preferences of young people.
Z: How do you bring a fresh perspective to designs that incorporate asymmetry, inside-out reversals, twists, frayed edges, collage of different materials, oversized details and cuts, overlapping prints, and other unconventional elements?
A: In fact, there isn’t just one way to create avant-garde designs. There can be more than 10 different approaches, with a lot of hybrid and mix and match elements in between. There are also combinations of different materials and colors, as well as a fusion of Asian and European styles. Through asymmetry, reversing inside and outside, twisting, frayed edges, and collages of different materials, I transform them into a new presentation each season, aiming to bring a completely fresh feeling to our customers.
Z: Has your attitude towards fashion design changed in the past 30 years?
A: Many brands may pursue new things, but my VIP clients and I have a shared experience of growth.
This time, SS24 continues the essence of the “ART OF GARDEN” gardening series, unveiling a series of clothes and items that Mr. Tayama wears while cultivating. Through designs that are both beautiful, practical, and versatile, he hopes to share the joy of gardening with everyone. The inspiration behind these designs comes from his private garden in Kumamoto, Kyushu, which spans approximately 11,500 square meters. One of the items, which can easily transform, has even won the Grand Prize at the 96th Tokyo International Gift Show. It can be worn as a vest or used as a bag for carrying tools, making it a must-have item for outdoor enthusiasts.
