ALTER Collection Shop GVGV Women's 2017 Spring/Summer Collection: “Model Student” in Cool Kids Group

I don't know where to begin, "Cool Kids" as a highly regarded group, carrying a radical visual language in the new media to a tornado. The subculture that used to rely on older generations to study underground movies and search through independent magazines now seems to be easy to flash through our social media. So overwhelmingly cool kids' words invaded the headlines of our circle of friends. Everybody was not sure why they were rushing to announce the arrival of a new era collectively.

Cartoon print from GVGV 17 spring and summer series T-shirt

It is true that in this era of rapid change, “乖” is not really an obscure term, but when it comes to fresh appearance, the cool kids are really not so good. If your definition of a cool child is still in the shape of a dress that is not available on the market, you should really read this article. In our highly developed society, most young people have the opportunity to receive the latest news, but there are very few who are really clear about their direction.

In all parts of the world, there is always a wave of young people who are sincere and cool. They have never given up on what they want. They do not imitate others, and they actually create things that others do not have.

The hero who ALTER is introducing today is the originator of cool kids from Tokyo, Japan. As the founder of the internationally renowned buyer and fashion brand GVGV, she can be regarded as a “super model student” among international cool girls.

The first chapter: cool kids can always seize the opportunity

GVGV's designer, Mug, was born in 1971. From the ground up, she was destined to have a bond with fashion. Mug's mother and grandmother are well-known local kimono technicians. When the family sew clothes, she will watch quietly and try to match the new kimono.

“I grew up in an environment that is closely related to fashion. My sister always brings back a lot of fashion magazines. The game between us is based on the product characteristics of the local store for the selection of designer brands, which was particularly fashionable at the time. I wanted to become a fashion designer from the beginning of elementary school. Then I took it for granted to study at Fashion Institute." - Mug

After graduating from Sangze Design Institute, she joined K3, a landmark fashion group in Shibuya, Tokyo. Exquisite taste and talent make her difficult to hide like a diamond. Mug's boss asked if she was interested in doing her own design. So in 1999 she created her own brand GVGV.

The name of one of the shops operated by the K3 Group gave GVGV inspiration. “K3 has a not-so-famous store called Grapevine by K3 (K3's vines).” Mug explained in an interview at Tokyo Fashion Week: “They're named after this, hoping that the store’s reputation will be spread through word of mouth. Naturally grows into a lush network, like a grapevine.” Mug thinks this idea is so love, so she quotes the two letters GV in “Grapevine” and overlaps once.

Since its creation, the design concept of Mug is very neutral. It can be said that she is her own muse. The style that wanders on the edge of gender characteristics is just like the attractive designer himself. The series that seems to permeate the style of the school has hidden factors of freedom. Today GVGV has become a very representative Tokyo fashion brand in the fashion scene.

Chapter 2: Cool Kids Always Find Their Own Crowd

Mug himself is not only a costume designer but also a stylist, buyer and DJ. The interesting lifestyle naturally attracts a group of equally talented insiders. GVGV's most famous fan is Japan's popular model and fashion icon Kiko Mizuhara. It's not an exaggeration to say that since the time when Kiko was not so red, she and GVGV's name were all together, and many people also met Mug and her fashion kingdom through Kiko.

Early Shui Yuan Xi Zi sparing no effort to promote GVGV

In the fall and winter 2017 fashion show, Shizuko Mizuhara, who has become an internationally renowned fashion icon, personally went for the new GVGV catwalk show. His old days are no longer green, and the shattered Sugawara gas field has broken through the sky as if he could not wait to send it to the world immediately. Announced: This brand accompanies me to grow up. It does not burn.

Suwon Susaka is so fascinated that Mug must have her “repertoire”. In fact, GVGV has always been at the forefront of international fashion. Everyone knows that the cooperation between Uniqlo and high-end designer brands has continued to fluctuate in recent years. Triggered a wave of buying. In fact, such a cross-border as early as 2007 Mug has already involved, she and UNIQLO's summer dress series of special cooperation, is still released in Japan today.

Inspiration from artists in different fields is also an integral part of Mug's creation. 17 In the spring and summer, GVGV and Hungarian contemporary artist Agoston Palinko launched a joint series. The low-fidelity rock style brings fresh and original flavor to fashion.

Agoston Palinko is very fond of Dongji Culture. As a fashion-loving "young cool kid," he naturally values ​​this collaboration.

From the creation of the concept to the implementation of the art, to the fabric printing in the Paris studio, Agoston Palinko has done it with his own hands, and the complexity of the process is comparable to that of luxury brands.

ALTER's founder, well-known buyer and fashion curator Sonja Dragonfly is a friend of Mug. In fact, her experience has many similarities with her. It is this obsession with fashion and art, and our team of buyers cannot Do not bring GVGV 17 the most representative new style in spring and summer to China, and present this sincere fashion "gift" to really cool kids who really understand us.

Chapter 2: GVGV 17 Spring and Summer

ALTER Orders LOOKBOOK Appreciation

The GVGV 17 Spring/Summer Collection is designed with the theme of women's sportswear as the starting point, incorporating young luxury style and pioneering street elements into the design.

High-grade sportswear such as nylon ski fabrics and climbing trousers are feminine, and the hottest trends such as folds can be found in highly functional items.

The brand's iconic MA-1 bomber jacket has been in full bloom since 2013, bringing with it a wave of designers. Every season a MA-1 bomber jacket has become a GVGV tradition, and it is bound to cause star effects and unexpected rush. This season, the string jacket was made of tannins, which is unprecedented and very worthy of collection.

The lighter, washed denim fabric is also a classic of the season. Mug creates a fashion silhouette that discards eye-catching gimmicks, focuses on the wearer's own feelings, and has excellent craftsmanship and comfort while gender-neutral fashion works make women wearing GVGV no clichés.

At the same time, as the originator of the oversize style, GVGV takes unfettered liberalism to the extreme. Girls wearing GVGV will never like to be stereotyped, or kill their tone in an awkward tight-fitting hip skirt.

Mug designed Jujubee, Weekee, and Pigmee, the quirky vintage mascots for this season's T-shirt collection, and called them “my favorite pets” affectionately. The number is small, fashion enthusiasts please ALTER "claim" (Weekee is said to be still).

If costumes that are too personal make you worry about the collocation of accessories, we have long thought of a solution for you. GVGV 17's album for spring and summer is the same as the ALTER concept store. Green is the fashion color of this year. With the mirror-like silver elements and sports stockings, the original version of Tokyo's cool girl's fashion taste can be re-engraved.

Of course, in terms of coolness, the world is yours