The brand “mister it.”, known for its artisanal creations and personal approach honed in Paris, has steadily captured attention with each collection, establishing a distinct presence in Tokyo. In March 2024, the brand debuted its first runway show at Rakuten Fashion Week TOKYO and gained valuable experience with an international showroom. As “mister it.” continues to set its sights on the global market, we spoke with designer Takuya Isagawa in Paris, where the showroom is currently underway, about the brand’s journey thus far and its vision for the future.

Tell us how you came to start your own brand.

Since my father made scarves and my older brother had a passion for sneakers and fashion, I naturally developed an interest in fashion from an early age and aspired to start my own brand while still a student. After graduating from vocational school, I decided to move to France and launch my own brand. As a gesture of gratitude, I wanted to create clothes specifically for the colleagues and friends I had worked with in Paris, which led to the creation of “Collection Zero.” I envisioned what kind of clothing would make each person happy, designing with them in mind, and invited 10 individuals who had supported me to a venue, where I presented the pieces in a showcase format. Although the clothes were made with only one person in mind, many others expressed interest in purchasing them. This experience became the foundation of my design philosophy and the brand concept: “clothes made for one person.” To this day, I continue to create with that same mindset.

What are your sources of inspiration for creation?

Inspired by the first 10 individuals I designed clothes for and the new people I’ve met since, I continue to create collections with them in mind. My experience with couture in Paris fostered my love for the process of “designing with specific people in mind,” and I find that this approach aligns perfectly with my creative style and personality.

Tell us about your fashion proposal with “mister.it.”?

Drawing from my experience as a designer at a couture maison and my deep love for couture, I developed the concept of “accessible haute couture.” My goal is to bring the beauty and elegance of haute couture, often perceived as distant and unattainable, closer to people’s everyday lives. I aim to propose a new kind of casual couture—lightening the traditionally formal aesthetic by integrating couture techniques into everyday wear and making it more approachable.

The brand seems to have a distinct style in how it presents itself. What were your goals for the runway show at Rakuten Fashion Week TOKYO in March 2024?

As this was our first runway show as a brand, our primary focus was on expressing the brand’s worldview. I concentrated on presenting the brand’s essence in a clear, straightforward runway format. The show sparked reactions from people who had never engaged with us before, and I felt that many articulated the message I had wanted to convey, and that what I aimed to communicate through this show was truly understood.