DANS LA VIE, respected mainly in Europe. Its daring collage print and glossy textiles bring up an unique sense of luxury combined with a sense of kitch. It has a 'PRODUCT MODE' which foresee 'NEO POP.' Original print goes over 40.

DANS LA VIE　　DIRECTOR+DESIGNER: RIRA SUGAWARA

RIRA started printing design while she was specialized in Aesthetics art history in Waseda university graduate school. After an important experience as a print designer for a French atelier,she set up her original print brand ’DANS LA VIE’ in1999 and the clothing and product collection lines using her own print in 2000,developed in joint shop of Minami-aoyama, select shops of Harajuku, Daikanyama, museum shop.
Since 2002 her range of activities has extended widely to include fablic show inLondon, (In press‘What is hot now?’ those prints are named ‘Bold collage print with an inspiration of pop art and 4 prints were selected as 2003SS trend), computer animated movies (Shibuya Parco square 7) and collaboration with domestic and overseas designers and makers.

In 2004 she has released first solo collection in Harajuku,and set up DANS LA VIE.,Ltd. Since 2005 she has presented the collection in Paris (Tranoi etc) mainly,in Milan and in Berlin. In 2006 ,DANS LA VIE participate in the design studio of world’ｓ28 brand that TFWA selects (Singapore).and she becomes a member of the countil of fashion designers Tokyo and took part in JFW. (Japan Fashion Week).

In 2007 she was invited in KIAF (Korean International Art Fair) and SIPPA (Soul International Print Photographic Art Fair). In the same year Vinyl coating trench coats and bags, luxuary and at the same time kitch that she presented in Milan,weretreated simultaneously in press Paris, Milan, Berlin, London and appreciated as Neo pop ,’Product mode’.and begin to be sold in France, Italy, Germany, Greece etc, mainly in Europe, world widely.

In 2009 she presents 2010SS and permanent collection in NY (Nexus showroom) at the first time. And in 2009 August ,according to the release of sneakers’ Combine sandwich’ (RHYTHM × DANS LA VIE × Tokyo Hipsters Club Collaboration Item). the exhibition was held at Tokyo Hipsters Club.