Asano Miyazaki : a French vision for the Japanese market
The Parisian eye of Japanese department store Isetan Mitsukoshi tells us about her latest Who’s Next fashion crushes.
She’s the Parisian eye of Isetan Mitsukoshi, a temple of Japanese fashion and lifestyle to which she adds the best of the French and Eureopean fashion. After several decades of expertise in ready-to-wear, Asano Miyazaki still wouldn’t miss an edition of Who’s Next. She tells us about the latest brands she discovered at what she says remains “an essential rendez-vous for emerging talents”.
As a regular Who’s Next visitor, would you say that it continues to stand out from other trade shows ?
Definitely. I’ve been working for the same company for over twenty years and I can assert that Who’s Next never disappoints. It’s important for us to come here because it really stands out from other places, both in size and in selection. Who’s Next has by far que best quality you can find, and always showcases new, interesting products. It’s the ideal place to catch up with the latest trends at the very moment they emerge.
What aspects of the trade show are you specifically interested in ?
I like the Impact zone a lot. It brings together all the sustainable brands, which is an important segment for us. It makes it really easier to be able to browse them all in one same spot and it’s also a great way to see how the sector is evolving. Exposed is also a must, the one place to find fresh, young designers with an increasingly modern take on fashion.
Tell us about your role at Isetan Mitsukoshi.
We’re a Tokyo based department store and I work with the Paris buying office. My role is to work with the buyers who are based in Japan and who only travel to Paris during Fashion Week. I’m in charge of scouting new brands, making appointments, managing orders…
Isetan Mitsukoshi, Tokyo
What are the latest brands you spotted on this edition of Who’s Next ?
I discovered Sapias, a brand-new Parisian jewelry brand that I liked a lot, and Ovale Paris, a lingerie brand founded by a Japanese designer. She’s based in France but manufactures in Japan, which is very interesting for our customers who are very sensitive to French Style, and who will also find a connection to their roots. I also loved Sovani’s woven hats and bags.
How do you organize your research while on site ?
I let both my instincts and our seasonal needs guide me towards newness. This time I was looking for scarves, hats, all kinds of hair accessories… and I ended up spotting many other things that were both new and of high quality, perfect for Japanese department stores.
