Behind The Brand: Yohei Ohno
This week on Behind The Brand we are introducing you to acclaimed Japanese designer Yohei Ohno
Known for his cutting edge designs Yohei has achieved a great deal since making his runway debut in 2015. The designer won the TOKYO FASHION AWARD 2017 and was the only Japanese designer to make the finals of the 2018 / 2019 International Woolmark prize.
Unlike many of his peers Yohei never had plans of becoming a designer. He originally entered university to study philosophy but felt a strong desire to be creative. “I quit university and decided to enroll in Bunka Fashion College Tokyo because my friend studied there. I had no idea about what it was to a fashion designer.”
After winning a scholarship to study at Nottingham Trent University, he moved to the UK where he was able to create and present his graduate collection in London. Yohei says that his time in London was one that inspired him and his creative process, stating “ I loved Nottingham Trent where I studied and whole UK life was inspiring to me, including getting the opportunity to travel to more than 10 European countries over the course of one year.”
When asked about the major differences between the fashion industries in Tokyo and London Yohei states that when it comes to fashion, creativity comes first in the UK and business comes in Japan. Yohei says, “For young designers to succeed, the UK is a place where good creation is appreciated despite their market being small, Japan is the total opposite.”
As a designer Yohei’s goal is not just want to create garments, he strives to create pieces that are beautiful, fresh and unique and will be worn by women all over the world. Yohe’s biggest strength may be that he has that found the balance between artistic demand and modern wearability in the Japanese fashion market. When designing he is not restricted by the traditions of dressmaking, drawing inspiration from anything that is not in a form of clothing such as art, architecture and everyday objects. His unique creative process and cutting techniques are perhaps one of the main reasons he was selected to participate in the 2018 / 2019 International Woolmark Prize finals. His participation in such a renowned fashion competition is proof just how talented he is.
When asked if he ever plans to create a menswear collection, Yohei says that he has many ideas for menswear but does not want to create menswear as an extension of his current brand but rather create a whole new brand altogether. For now the designer just wants to make it through 2020. Yohei says that he believes COVID-19 pandemic will cause the fashion industry to collapse.
According to the designer, before COVID-19 the classic brick and mortar store was more popular amongst consumers than e-commerce but since the beginning of the pandemic things have quickly shifted. This shift has forced many brands to now focus on the E-commerce industry and learn how to correctly navigate it.
Yohei’s biggest piece of advice for aspiring designers is to be as adaptable as possible and always create in the most authentic way possible.
Make sure you follow Yohei and his work on the brand’s official Instagram. We wish Yohei Ohno the best of luck and can’t wait to see what he does next season
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Article by: Jourdie
Photos: Curtesy of Yohei Ohno
English to Japanese Translation: Stefania Lehman