Fashion brand Anteprima, led by Izumi Ogino, has always showcased the inseparable connection between fashion and art. This season, they have specially invited renowned Japanese artist Kei Takemura to launch a series of collaborative works. Takemura skillfully combines traditional and contemporary art techniques, creating layers of imaginative embroidery on translucent fabrics, which has become one of the highlights of Anteprima’s Spring/Summer 2024 collection, giving these long-standing playing cards a fresh new look.
“If life is a game, then the fashion world is the ultimate playground. No matter what game it is, there are rules to follow, but the real fun lies in breaking those rules and exploring new territories. Fashion allows us to boldly try different colors, textures, and patterns, bringing endless possibilities for self-expression and creativity.” – Creative Director Izumi Ogino.
The Anteprima SS24 Spring/Summer collection is themed “GAME ON,” celebrating everyone’s longing for playfulness with vibrant colors and designs. It brings back the simple joy of childhood games. Card games serve as a significant source of inspiration for this collection, with the four suits of playing cards representing different social categories and human strengths. For example, the “Queen” card symbolizes “female empowerment,” and the brand interprets its core concept of “love” through embroidery.
In addition to being inspired by playing cards, the brand also reimagines the classical style of the 1960s as a tribute to the Netflix series “The Queen’s Gambit”. The protagonist, Beth Harmon, is a strong and independent person who is not afraid to take risks and pursue her goals even in the face of adversity. The brand hopes to inspire and empower women to have the courage and ambition to pursue their own goals, no matter what difficulties they may face. It’s all about Girls Power.
Izumi Ogino deliberately adopts bold and eye-catching patterns, a lightweight and transparent design, and a 3D sleek cut, all drawing inspiration from gaming elements. This not only reshapes the nostalgic style of the 1960s but also showcases a futuristic texture.
As always, Anteprima’s products are fond of using translucent and comfortable fabrics. With the brand’s proud transparent knitting technique, various textures such as embroidery, light chiffon, and silky silk are interwoven, reflecting light and giving the series a new radiance. It achieves an elegant and graceful simplicity, showcasing a unique and modern fashion silhouette, allowing modern women to express their confidence and personality without reservation. It must be said that Anteprima also uses environmentally friendly plant dyes, recyclable fabrics, and continues to promote the trend of sustainable fashion.
