FEB. 19, 2024

brand questionnaire | CHONO



Wataru Nakazono


Women’s / Ready to Wear

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

My grandmother was a dressmaking teacher, so I have been familiar with making clothes since I was young. Back then, I searched for unique clothes at second-hand clothing stores and tried them on, which led me to have a dream of making clothes as a career and moved to Tokyo.
The reason why I started my brand is because I wanted to make something from scratch, no matter what it was, and have someone I do not know wear it. This is what led me to start the brand.

―What is the brand’s concept? What do you want to communicate through fashion designing?

We aim to share the thoughts of the wearer and the maker. We live in an age where clothing is overflowing. But a baton relay of various people’s thoughts and feelings is needed to produce a piece of clothing. On the other hand, we also tell the maker how the wearer felt wearing the clothes produced, how they were praised by their friends, or how the wearer looks forward to wearing them in various situations. We convey to the maker the stories that are created when the clothes are delivered to the wearer.
Clothes are often judged by their appearance, but we would like to continue to deliver our products to women who can dig deeper into them, learn about how wonderful the maker is, and feel the intangible value of our products.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

With the exception of overseas sales channels, we limit our sales to stores where the brand’s thoughts are directly conveyed and those that do not offer discounts. We believe that it is a burden for a company to keep items in stock during a sale period. Perhaps a sale is an inevitable part of the business. However, this is also the reason why clothes become seasonal.
We want to leave clothes that carry our thoughts and feelings with their unchanged value. With this in mind, we wholesale only to stores that share our desire.
Many of our fans are attached to each piece of clothing and wear it with great care. We have many opportunities to talk directly with them at events and exhibitions, where they share many memories and tell us what they liked about the clothes and what they would like to see improved. This is important because it resets you back to where you started making clothes.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

I am influenced by the history that has created the history of fashion, and am not limited by brands. Learning the origins of styles, patterns, and textiles that have survived to the present day, and interpreting them in my own modern way have led to my current style.

About 2024 A/W collection

―Why did you decide to present your collection in an online format?

There are two. The first is that by presenting at Rakuten Fashion Week TOKYO, many people can see our collection in a timely manner. The other is that although I am attracted to in-person shows, presenting online reduces various burdens.

―What is the concept / image for your brand’s 2024 A/W season?

What is a standard? This is the theme.
A standard blends in with you naturally and intimately.
I believe that being frugal or acting extravagantly is a way to show your individuality and where you stand.
The important thing is whether or not you can behave naturally and effortlessly. This season’s collection fuses classic and sporty styles based on a gorgeous and noble style, and the theme is the fun of finding a new style and blending it in with yourself.

―What is your vision for your show / installation? (General description only)

Dress and casual. The key is a taste mix of conflicting elements, like mode and conservative, classic and contemporary.
I would also like you to pay attention to the textiles created as a brand characteristic.


―What are your brand’s future outlook and goal?

I would like people all over the world to know that there is such a brand. I want to continue to grow and dig deeper into what we should be as a brand, so that we can convey the joy of creating and wearing fashion.

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