The Concept
‘If I Were You’ is a fashion show highlighting Yoshizumi's command of traditional millinery skills. The show’s intent is to bring the wider shortage of courture milliery to the fashion industry's attention.
The Design
'Milliner' is not a word to be used lightly. Its meaning has been diluted and has come to be used to describe factory-made creations. Eiko Yoshizumi, from Osaka in Japan, has been studying at Prudence Millinery since 2014. Prudence has been making hats using traditional haute couture techniques for decades. She has been working primarily with Vivienne Westwood since the early 1990s, and has also designed for Yves Saint Laurent and Balenciaga, among many others.
Yoshizumi have become increasingly aware that most hat designers no longer use traditional techniques.
By definition, a milliner, by occupation, must be producing something hand-made, from inception to creation. What happens in today's fashion industry tends to be completely different.
The Story
'IF I WERE YOU’ is the story of a fashion model called Julia. She is based in London, and her ambition was to become a fashion editor like the legendary Diana Vreeland, the first fashion editor in the world.
She sets off on a journey towards her dream world, and discovers that the place she longs for resembles the golden age of Paris in the 1930s.
The Special Collaboration
Working as a visual artist, Yoshizumi creates new piece for today, the show features collaborations with musicians and an animation artist, inspired by Yoshizumi’s artistic points of view and creations.
New piano piece by the composer Maria Vatenina, and new animation by Izabella Barszcz.
Show music was performed by jazz band lead by Sue Lynch.
Lorem Ipsum
Creative direction Eiko Yoshizumi
Opening piano concert ‘Why Don’t You’ Compose and Piano Performance Maria Vatenina
Words Diana Vreeland
Singer as Julia Maddalena Ghezzi
Direction Mara Mainka
short animation ‘IF I WERE YOU’
Styling and vintage dresses Margot Waggoner (Leftovers)
Make Up Artist Ziima Yosuke Nakajima
Photography Takeshi Suga
Julia (as she appears in photographs) Anna Smirnova
Animation Produce Izabella Barzcz
Creative Direction and Plot Eiko Yoshizumi
Model Walking Section
Stylist Una Ho
Runway Models Adelly, Julie, Rhiannon, Carmella, Cerys
Make Up Artist Sergio Alvarez, Ziima Yousuke Nakajima
Background Animation Izabella Barzcz
Drawings for Animation Eiko Yoshizumi
Jazz Improv Live MusicSaxophone Sue Lynch
Piano Vladimir Miller
Double BassJohn Edwards
Trumpet Hutch Demouilpied
Vocals Helen McDonald
Show Crew
Show photographer Annie Lai
Show filming Tact Ohara , Jacob Larys
Invitation Design Shotaro Ishii
Logo Design Aya Yotsuda
Show PR, floor assistant Yukiko Koiwai
Show director Kota Fujii