DANS LA VIE - RIRA SUGAWARA

DANS LA VIE, respected mainly in Europe and USA, Its signature collage print, combination of productive material and python skin print, sharp cutting line, and intellectual concept bring up an unique sense of luxury combined with sense of kitsch, in which many contrary elements exist in the stoical balance. It is called ‘Clash beauty’ or ’Product mode’, forecase the contemporary ‘Neo pop’ fashion. Developed in Paris, Milan, and New York, presented "Material Mode Collection" at East Gallery in London, and finally marked 6 catwalk shows at London Fashion Week, SS 12 "My Pop Madonna," AW 12-13 "Exciting Encounter, " SS 13 "Moving Print Bodies," AW13-14 "Invisible Enemy, Threat Found''(inspired from her hard experience of cyberattack), AW17 'Heavenly world' and realized a special world.
This season, the theme of DANS LA VIE RIRA SUGAWARA SS18 is 'Genderless Mode'' and Rira Sugawara has used male models for the first time. Catwalk show's punk genderless feeling ,with styling, hair, make up and music has realized Brand's DNA of Clash beauty completely.

Palma Faith, Cardi B, Ray BLK, Sabrina Carpenter, Poppy Ajudha, George Maple, Kim Petras, RAPHI, Tess Ward, Abigail Royston,Bicoastal Boy, Alex Guiste, Naomi Listed, Nicola Roberts, Maya Jama, Jo Franco, Mille Collins, Pionne Bromfield, Claire Danes etc. are wearing.

Creative director and designer behind DANS LA VIE, Rira Sugawara graduated from Waseda University before gaining experience as a print designer at a French atelier and established her original brand. Currently, forms 2 brands. One is DANS LA VIE RIRA SUGAWARA, a mode collection line(garments, hats, bodysuits, spats etc) and the other is DANS LA VIE, a product line (prints, bags, products, furnitures and space design).

Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas,the way we live,what is happening.

          Coco Chanel