“A pedestrian paradise where the catwalk got it’s claws…”, as Gwen Stefani would say of Harajuku. It’s the place that inspired photographer Shoich Aoki’s magazine FRUiTS that documented that fire fashion of the Japanese teenagers on the streets of Tokyo. Now, FRUiTS has served as the main inspo for Chloë Sevigny’s new collaboration with Opening Ceremony. It’s a denim capsule that is sustainable – as it should be. Flared jeans, ruffled denim dresses and super kawaii school girl chic shirts and mini skirts have been washed using an eco-friendly, ocxygen-based process eliminating chlorine and producing zero harmful drain water. Opening Ceremony has also partnered with Cotton’s Blue Jeans Co Green recycling program which turns used denim into natural cotton fibre insulation. The collection has been photographed on the streets of Pauda, Italy, FRUiTS style. See the campaign below and blast Harajuku Girls by Gwen Stefani.
by Roxy Lola