LFW September 17 backstage – Dans La Vie Rira Sugawara AW17

London Fashion Week September 2017 has already started with shows and events going on throughout the day. HUF Magazine is sending reporters to go backstage to show you what goes on behind the scene.

LFW September 17 backstage – Dans La Vie Rira Sugawara AW17

In a stagnant sea of block colours, clean lines and cold geometric shapes, Dans La Vie Rira Sugawara is a label that refreshingly stands out with its rebellious nature of clashing prints, hues and textures.

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 where she established her brands. Dans La Vie Rira Sugawara, a fashion collection comprising of garments, hats, bodysuits, then her product line Dans La Vie, consisting of accessories and furnishings.

The AW17 collection saw great success in editorial and dressing upcoming female artists such as Ray BLK, Sabrina Carpenter and George Naple.

The brand’s DNA is ‘clash beauty’ which represents going against the grain in all aspects related to what is considered ‘normal’ and pushing the boundaries of conventional beauty. This seasons collection aims to revolt further and abolish gender lines in fashion. Rira uses male models for the first time in her career to showcase these unisex designs. the ss18 pieces take on a sports luxe aesthetic with easy wearing garments such as t-shirts, leggings, denim and knee-high socks.

The beauty of this collection and brand lies in its exquisitely designed chaos.

Credit – Photographer: Simon Lesley