It's difficult to try a new fashion brand, especially if it comes from a new label. It's like trying a new book with the same genre, but it comes from a different author. Despite that, there are a few new labels at the Paris Fashion Week that can be the next Chanel or Prada.
Here are the five such brands at the Paris Fashion Week, according to the South China Morning Post.
Y/Project
Y/Project is a Parisian brand led by Belgian designer Glenn Martens, who took over the Creative Direction in 2013. He transformed the label from a fledgling menswear brand into a hot commodity for men and women and won the Andam fashion award in 2017. Some highlights of the past seasons include oversized boxy tailoring, jeans with saucy V-shaped décolletage at the waistband, and double-layered tracksuits.
Awake
Founded by London-based designer Natalia Alaverdian, Awake stands for "All Wonderful Adventures Kindle Enthusiasm." Her label is a maximalist's take on an elegant, forward-thinking wardrobe, while her classicism is infused with a dash of subversion. Awake was also shortlisted for this year's British Vogue/BFC Fashion Fund - recognizing the country's most innovative designers.
Mame
Maiko Kurogouchi founded her own label Mame back in 2010, she uses Japan's rich arts and crafts heritage to create highly desirable, timeless yet contemporary collections. She explained that she respects traditional attire, but since she's a fashion designer, she used heritage techniques on making her garments which could be worn in any situation.
In her third Paris presentation, Kurogouchi presents more of her elegant, timeless garments. The designs were inspired by the delicate blue and white ceramics originated from the southern Japanese island of Kyushu.
Koché
Koché is a Parisian label founded by Christelle Kocher, the brand has been both an LVMH Prize finalist and accessories jury president at the Hyères fashion festival. She juxtaposes artisanal excellence and pedestrian materials like rescued flags, football jerseys, and hardy cotton. Kocher presented her brand at the Paris Fashion Week with sporty hybrids and a heavy dose of today's femininity, unusual venue away from fashion's beaten track, and also arte povera patchworks.
Rokh
Rok Hwang, the founder of London-based label Rokh, described the label's artful deconstruction of the classic wardrobe as representative of his generation. He said there are edginess and youth, but it also challenges in fit, details, cuts, and construction. The South Korean designer is challenging his boundaries by offering collections of intellectual heft that are yet highly wearable.
Hwang graduated at the Central Saint Martins with a bachelor's in menswear and a master's in womenswear. After that, he was hand-picked by British fashion designer Phoebe Philo and joined Céline. In his debut at the Paris Fashion Week, Rokh's presented carefully constructed designs made with movement and mutability in mind.
