DANS LA VIE - RIRA SUGAWARA

BRAND INFO
About DANS LA VIE

DANS LA VIE, respected mainly in Europe and USA, Its darling collage print, glossy textiles and sharp cutting line 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’, fore case the contemporary ‘Neo pop’ fashion.

Profile
DANS LA VIE CREATIVE DIRECTOR, DESIGNER: RIRA SUGAWARA

Rira Sugawara was born in Tokyo. Her mother was an artist and her father was a book editor.

Rira was most influenced by American Pop artist, Andy Warhol and attended Waseda University where she studied the aesthetics and history of art. During her time there she developed print designs and learned all the processes and techniques involved in printing at the specialized design school and formed a love for creating print designs. After graduating, Rira started working as a print designer at a French atelier and then she went forward to create her own label ‘DANS LA VIE’. And the next year the collection line using original prints was established.

The collection named ‘Clash beauty’ is made with the original prints of ‘Renaissance Madonna Series’ or ’Combine Series’ inspired from the street signs and daily scenes of various cities, Milano, Paris, Berlin, NY, Tokyo and Vietnam etc where Rira had visited. They represent her love for exploring the different places around the world. After Rira has experienced Milano, Paris, Berlin, NY, Tokyo, she presented ‘Material Mode Collection’ (2011FW) in London at London Fashion Week, and for this season (2012SS), catwalk in the theme of ‘My Pop Madonna’ was presented at London Fashion Week organized by Vauxhall Fashion Scout.


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 -