Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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brandPart ofYohji Yamamoto

Y's

Y's is the initial line established by Yohji Yamamoto, emphasizing functional, everyday wear through an avant-garde lens. The aesthetic prioritizes oversized silhouettes, asymmetrical cuts, and a monochromatic palette. It represents a subculture of intellectualism and gender-neutrality, focusing on the wearer's comfort and utility.

History

Yohji Yamamoto founded Y's in 1972 as his first commercial venture before launching his eponymous label in Paris. The brand challenged traditional Western notions of femininity by introducing voluminous, deconstructed garments that obscured the body's form. Along with Rei Kawakubo, Yamamoto utilized Y's to pioneer the Japanese avant-garde movement of the 1980s. This approach shifted global fashion toward a focus on textile texture, structural experimentation, and the rejection of conventional glamour.

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