BEAMS DOES IT BETTER

beams1992

BEAMS seems to manage a curiously Japanese ability to balance credibility and nuance with a retail empire, so it figures that their 40 YEARS OF TOKYO FASHION & MUSIC campaign was going to be good. I wasn’t expecting this level of good though. The WHAT’S NEXT? TOKYO CULTURE STORY video and site are styled nicely, calling out hundreds of specific trends year by year (note the 1999 “UK skater style“) that are still echoing in fashion right now. I’m still stuck in 1992 Outdoor Mix. Skinny jeans, big shoulders, colour, monochrome, heritage…every look since 1976 is here (good to see Tim Westwood is still in the 1989 “big polo” phase. It’s a great document of how fast your wardrobe could become redundant if you were trying to keep up. Nitpickers will probably appear to call out absences/anachronistic touches, but when the timeline video is this remarkable, who cares? If you’ve got a big budget and you’re planning to get celebratory and retrospective, this is probably something that should appear in your meetings/moodboards/whatever — I dare you to do better. There’s a book of this stuff that’s listed on Amazon.co.jp too. A beautiful information overload.

beams1977

beams1983

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beams1995

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