Neo-pop fashion brand Dans La Vie Rira Sugawara presented its sixth collection and fifth catwalk at London Fashion Week.
Creative director of Dans La Vie, Rira Sugawara graduated from the Waseda University prior to gaining experience as a print designer at a French fashion house. She later went on to establish her own brand to create fashion world inspired from what is happening ‘now’ or outside, through her own filter and technique.
Signature collage print of Dans La Vie Rira Sugawara along with a combination of productive material and python skin print, sharp cutting line, and intellectual concept bring up an unique sense of luxury combined with sense of kitsch, in which many contrary elements exist in the stoical balance.
Fashion is not the only focus for the designer. Passionate about various types of art & design, Rira has also got a separate line titled Dans La Vie, a product line, for which she produces prints, bags, products, furnitures and space design.
‘Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening’.
– Coco Chanel
Rira hasn’t presented at London Fashion Week for a while since her shocking catwalk show called ‘Invisible enemy, threat found’, her own take on the theme of surveillance and cyber attacks. Many things changed since then and Rira has been thinking a lot about the religion, life, happiness, coexistent and the meaning of fashion and maintained silence. The Autumn Winter 2017 collection delivers intricate hand works of applique using the technique of Japanese factory’s embroidery and swarowskis on delicate lizard skin print and Dans La Vie’s characteristic prints.
What do you think of the new collection?
Text: Irina Gorskaia
Images: Stuart McLaughlan