Why are Atelier Beton aprons so popular?

ATELIER BÉTON incorporates simple, industrial design with the functionality needed in everyday life to create homeware that goes beyond loungewear. now synonymous with the brand. What is the reason for such strong support? We asked three people active in different fields to explain the brand's appeal.

Photo_Daiki Katsumata

Text_Shogo Komatsu

Case 02

PROFILE

Miyako Takayama

model

In 2017, she published a book about her lifestyle, "Takayama Miyako's Gastronomic Style: Tips for Living Tactfully and in Your Own Way. In 2018, she published her second book, "Takayama Miyako's Gastronomic Style 2: 'Daily Tips and Tricks' Continue" (both published by Futabasha). （She also shares her cooking beyond the realm of a hobby on Instagram under the hashtag "# Miyaregohan.

Many women admire your lifestyle, but do you have a motto for your life?

Alpine:I believe it is important not to overdo it, not to be too much in vogue, and not to be too much in tune with other people. I think it is important to have your own axis. I also cherish the time I spend at home, so much so that when I have free time after a shoot before my next job, I sometimes go home to take a break and then go to work.

It is important to relax by yourself, isn't it? What do you often wear at home?

Alpine:Basically, I wear comfortable clothes, but I keep a sense of neatness so that I can go to the supermarket without changing. I often wear a one-piece dress made of cut-and-sewn material. I also like to wear pajamas.

I hear that you often work from home.

Alpine:Yes, I do. I do things like preparing food and taking pictures. So there is not much difference between on and off. That's why the apron is important. When I put it on, I can switch from lazy mode to cooking! I can switch from lazy mode to "Let's cook! It is not impossible to do housework or work without an apron, but it definitely turns on the switch.

What do you find attractive about Atelier Beton's aprons?

Alpine:It is a genderless design. I often lend this apron to my male friends for home parties. I like that it is printed in German. The meaning is also unique.

You have collaborated with Atelier Beton before. What was the design like?

Alpine:The apron was designed with the words "ÜBUNG MACHT DEN MEISTER," which means "continuity is strength" in German. People wear aprons when they do housework or work, so I thought it would be nice if the aprons with these words on them could motivate people when they are feeling down.