2024.04.09
Ai Yazawa's "Neighborhood Story" & "NANA" Collaboration Generates Buzz: A Chat with the Project Planner at KURAUDIA on the Background of the Dresses
What kind of dress comes to mind when one thinks of a dress that one would like to wear at least once in a lifetime?
KURAUDIA Co., Ltd., which deals with wedding outfits, has previously collaborated with 'JILL STUART', 'Barbie Bridal Collection', and 'Disney Wedding Dress Collection', embodying girls' dreams in dresses. This year, the brand has attracted attention for its big collaboration with Ai Yazawa's works "Neighborhood Story" and "NANA," under the brand Lulu felice, which is developed by the company.
Unless you're the person wearing the dreamy dress where you can be the protagonist, it might seem like a rather fluffy impression. However, at KURAUDIA, dresses like those dreams that children have adored since childhood are available.
Where are the dreams and desires for dresses that KURAUDIA proposes heading?
We asked the person, who conceived and handled the Lulu felice x "Neighborhood" and "NANA" collaboration, about the background of the production and the circumstances of the collaboration.
We asked the person, who conceived and handled the Lulu felice x "Neighborhood" and "NANA" collaboration, about the background of the production and the circumstances of the collaboration.
The Wedding Dress Reflects Ai Yazawa's Worldview
"Neighborhood Story" and "NANA"...Ai Yazawa's works, filled with girls' dreams, captivate our hearts. Both are her representative works, with many fans both domestically and internationally, but how did the collaboration come about this time?
"I've been a big fan of Yazawa since kindergarten, and I've been inspired by her illustrations in my daily life.
"In that process, when I was drawing a design, I came up with the idea that it would be cute if Ai Yazawa's work was made into a wedding dress. That's how it all started.
"As soon as I created the project proposal and submitted it, I received a positive response, and this project started."
I still remember how the wedding dress, which incorporated Ai Yazawa's worldview, caused a stir on social media. The Lulu felice x "Neighborhood Story" and "NANA" collaboration dresses became a topic in the blink of an eye as soon as they were announced, and many people yearned for them.
We also asked about the points in the design of the collaboration that were particularly emphasized.
We also asked about the points in the design of the collaboration that were particularly emphasized.
"There was a strong notion that the atmosphere of Ai Yazawa's illustrations should not be lost in any way.
"Above all, the purpose of making this dress is to please the fans of Yazawa. I designed it with the awareness that becoming the fan's perspective would lead to success.
"Above all, the purpose of making this dress is to please the fans of Yazawa. I designed it with the awareness that becoming the fan's perspective would lead to success.
"I gathered with Yazawa's fans in the company, took in many opinions, such as illustrations that gave me inspiration for the design, and stuck to bringing out the individuality of each work's characters."
Especially for "Neighborhood Story," a lot of attention was paid to the silhouette and pattern of the wedding dress.
Using the original glitter material often used in Lulu felice, the pattern is filled with elements that fans will appreciate.
"For the design of the 'Neighborhood Story' dress, we wanted to make the color pop and give it a bright impression, so we paid a lot of attention to coloring.
"The tuxedo from 'Neighborhood Story' was designed with an image of an illustration of Tsutomu and Mikako standing together, so the tuxedo was made in Tsutomu's image.
"Keeping in tune with Tsutomu's rough atmosphere, we used casual materials, added a playful spirit to the pattern, and consciously designed it to be characteristic of Tsutomu."
The Evolving Wedding Dress to Match the Times
The wedding dress in "NANA" attracted our eyes as well with the visuals of two brides standing side by side, reminiscent of Nana and Hachi.Share Article
RELATED ARTICLES
FASHION TECH NEWS is a registered trademark of ZOZO, Inc.
©️ZOZO NEXT, Inc. All Rights Reserved.