minä perhonen? – Brand concept book

A book that interweaves the 15-year history of the fashion brand “minä perhonen” with words and photographs.

minä perhonen is a fashion brand launched by Akira Minagawa in 1995 with the desire to create “special everyday clothes”. From designing textiles with original patterns to making clothes, he continues to create fashion that includes poetry and storytelling.

This book is an attempt to bundle and express the time, thoughts, and efforts that minä perhonen has accumulated so far with visuals and words.

Based on 50 keywords such as “time,” “embroidery,” “imagination,” “wind,” and “repetition,” this exhibition explores the passion of designers, their gaze on society, and the compromises they make with various people during the production process. The rich visuals of textiles, studios, factories, etc. give reality to those words.

The art direction is by Atsuki Kikuchi, who has worked on many of minä perhonen’s graphics.

Art Direction: Atsuki Kikuchi
Photos: Bishin Jumonji, Mie Morimoto, sono(bean), Shugin Kobayashi, Yurie Nagashima and many others