SPRING/SUMMER 2024

“Hare” and “Ke”

Describing a traditional Japanese concept, “Hare and Ke” deriving ideas from festivities in Iwate such as Chagu Chagu Umako and Sansa Odori in contrast to ordinally lives. We believe that fashion is not only for Hare, but also for making our daily lives happy.

“Hare” and “Ke” is a traditional Japanese concept. Ke refers to ordinary things or activities we do every day, on the other hand, Hare refers things and activities out of ordinary like festivals and rituals.

Traditionally, the balance between those 2 aspects have maintained Japanese lives. Working hard on the ordinary (ke) and looking forward to the out-of-the-ordinary (hare) is how Japanese have survived our rather stressful social life.

Furthermore, the ordinally daily lives makes out-of-the-ordinally ones more enjoyable.

Stylist: Hideyuki Kanemitsu
Photographer: MELON
Video shoot, cut and edit: Yuki Furue
Hair&Make Up: Chika Ueno
Models: Tsubasa (West Management Inc.)
Yuki (West Management Inc.)