Derived from a sports shoe brand, the brand is now gaining popularity in Europe as well as in Asia, including Japan, as a shoe with a high design quality.Onitsuka Tiger〉.
The 2017 SS presentation of the collaboration line with Italian designer Andrea Pompilio, which started in the 2013 Spring/Summer season, was moved from Tokyo to Shanghai at the end of October. As a resident of Japan, I am somewhat sad to see this event, but it confirms the brand's popularity in the Asian region.
In Shanghai, demand for sportswear is growing, especially as an essential element for expressing street and urban lifestyles, and the brand is aiming to develop a new market in Shanghai, China, in addition to Tokyo, where the brand has been well established.
Media and creators from around the world attended the presentation, and from Japan, artist and actress Anna Tsuchiya (above left) and musician Kom_i of "Wednesday's Campanella" (above right) joined in the excitement of the audience.
The 17SS collection features a total of 12 looks. The season concept was "Urban Safari". The collection was a mix of luxury workwear and sportswear, incorporating North African textures into its designs. The dresses, jackets, pants, skirts, etc. were decorated with decorations typical of urban safari, and metallic materials were used to add futuristic elements.
The shoes are remodeled from Onitsuka Tiger's basketball shoes and are made into a spring/summer collection by using light mesh and other materials.
Ryoji Shoda, Director of ASICS Japan, said, "Fashion trends and the market in China are strong, and we feel that Onitsuka Tiger, a global brand, has the potential to be accepted by fashion-conscious consumers in China in the future. We have decided to hold our first global collection as a Japanese brand that challenges the world, as we believe it is an appropriate place for such a collection.
Will Onitsuka Tiger be presenting more collections in China in the future? Will Onitsuka Tiger be a pioneer of such a brand? It may be interesting to see the future map of the industry by looking at the trends of the collections.
Text_Shinri Kobayashi
Onitsuka Tiger × Andrea Pompilio
www.onitsukatiger.com/ja-jp#!collection/onitsuka-tigerxandrea-pompilio
