an an ∙ may 1981

description

Press coverage of the first Y's boutique in Paris, as described in Part 15 of the Nikkei Asia memoir by Yohji Yamamoto.

Much has been said over the years of Yohji Yamamoto's international debut in Paris - but the specific timeline and details have often remained somewhat unclear.

Never before seen online, this rare article features images of the modest boutique that marked Yohji’s official arrival in Paris, alongside a team photo with his mother Fumi Yamamoto visible in the background. Atsuro Tayama, his right hand man at the time, is presumed to be standing next to Yohji in the yellow scarf.

Later that year he would begin to stage the first Paris shows under the trademark name Yohji Yamamoto. Alongside then romantic partner and colleague Rei Kawakubo, the two would soon rock the world of fashion — creating a rift that would shift its paradigm forever.

notes

published by heibon shuppan co. ltd.
softcover ∙ 23.5 x 29.5 cm ∙ 1 pp

World Press ● Yohji Yamamoto boutique opens in Les Halles, Paris

Les Halles in Paris is full of fashionable shops. Near Zazie and agnès b., "Y's" has opened. It's next to "Scooter". It's also well received by Parisians.

One of the promenades surrounding the Forum des Halles is called "Rue du Cygne" (Swan Street). The boutique is the second shop from the corner. It features a simple design with white walls.

"We've opened branches all across Japan, so as the next step, we've decided to expand to Paris as well..."

According to Yohji Yamamoto, it seems the opening was done quite casually. He didn't strain himself with a "no matter what, we must break into Paris" type of mindset. Perhaps it's precisely because of that relaxed approach that the boutique blended smoothly into Paris. By the second month since opening, the reputation of the boutique was already excellent.

Half of the products are the same as in Japan, and the other half are exclusive to Paris. Naturally, all of them are unified by the distinctive dark-toned sensibility of Y's. While bold, colorful fashion is currently in vogue in Paris, Yamamoto remains fully committed to the Y's color palette. Even in Paris, his determination to stick to his own principles is truly admirable.

In today's Paris, where bright and colorful clothing dominates, the black and gray garments in this shop stand out as somewhat unusual. However, the colors favored by Y's were originally in line with the basic tastes of Parisian women, so many customers wear them with great style.

For now, it seems there are no plans to hold a show in Paris, but the boutique holds its own alongside others without falling short in the least. How it will develop from here on will be something to watch. With praise such as "the displays are great" and "the staff are pleasant," it's already earning a solid reputation. Situated among the fashionable crowd of Les Halles and standing proudly among famous boutiques, this may very well be a sign of something much greater to come.

Image Captions

(Top left)
The shirts are neatly displayed on the shelves.

(Top right)
As you can see, everything is unified in the familiar Y's colors.

(Second row left)
The display as seen from outside the window.

(Second row right)
There are also some floral patterned garments, rare for Y's.

(Middle left)
View of the boutique from the outside.

(Middle right)
The entire store is pure white, with dark-toned clothing effectively displayed. The overall atmosphere of the shop is very pleasant.

(Bottom left)
Mr. Yamamoto and the entire Paris Y's staff are all present.

(Bottom right)
The second floor, which is also part of the sales area.