Being True to Yourself: The Contemporary Fashion of fale

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In an environment where many fashion brands are leveraging virtual strategies, a project has launched to explore the fashion that transcends the physical/virtual realm. The fashion brand fale, which debuted in July 2021, is a new initiative by awai, who has been involved in a multitude of virtual fashion projects.

This time, we interviewed the director, 'awai', and the illustrator, BALANCE, about the philosophy behind fale.

PROFILE

awai

After graduating from the Graduate School of Cultural Fashion, he started a business as awai, providing design and engineering centered on XR to fashion brands, VTuber operating companies, and others. He also belongs to Psychic VR Lab, which operates the XR creative platform 'STYLY'. In 2020, he launched the digital fashion collective 'Augmented Fashion Research'.

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PROFILE

BALANCE

Illustrator/Character Designer
He designs characters and in-game illustrations for various games and virtual YouTubers, including the character 'Dyna' from the smartphone game 'Byakuya Kyokko'.

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Transcending Physical, Digital, and Virtual

First of all, could you tell us about the concept of fale?

awaiFale is a brand and could be described as a project. Originally, I was doing virtual fashion prototyping on my own, but in 2020, I launched a collective called AFR (Augmented Fashion Research). Fale is the brand and project that was created mainly by the members of that collective.

Our brand concept is based on the keyword 'dividual'. We seek to design apparel for people to express their uniqueness in an increasingly multifaceted society, not to become something, but to be true to themselves. As a means of achieving this, we aim to let individuals choose their own dress = lifestyle by transcending the physical, digital, and virtual realms.

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