London Fashion Week Sep 17 – DANS LA VIE – RIRA SUGAWARA SS18


In a stagnant sea of block colours, crisp lines and cold geometric shapes, DANS LA VIE RIRA SUGAWARA is the label that refreshingly stands out with its rebellious nature of clashing prints, colours and textures.

The brand’s very own 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 saw to revolt further and abolish gender lines in fashion. Rira used male models for the first time in her career to showcase these unisex designs.Bringing Genderless fashion to life. The SS18 pieces take on a sports luxe aesthetic with easy wearing garments such as t-shirts, leggings, denim and knee-high socks.

Sticking to her signature pattern play theme, but with an introduction to classic checker and polka dots sat alongside her innate wild side of camouflage. With a stronger message comes a bolder colour pallet with tones of red, black and green.

The fabric game stays true to the DANS LA VIE RIRA SUGAWARA’s texture clash with six types of leathers melded with film process graphics on nylon.

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

Credit: Wayne Noir