Hip French music label and lifestyle brand Kitsuné was the somewhat off kilter choice for womenswear guest designer at Pitti this season. An extension of the last decade’s fad for musicians and actors turning to design, Kitsuné launched their line along with their record business in 2002 as a way to cash in on the image of their bands by selling their indie looks straight to teen and twenty-something fans. Given that they’re all about attitude rather than great clothing, Kitsuné were wise to avoid a conventional fashion show format.
Founders Gildas Loaec and Masaya Kuroki instead opted for an eccentric musical presentation staged in the style of a Japanese TV taping and hosted by the energetic Asian sensations Verbal and Yoon. Fashion was presented not on models, but on a selection of the labels new music talents like Say Lou Lou, Citizens! and Yelle, who all performed live. While this was entertaining to watch, it made analysing the clothes somewhat tricky – it’s hard to focus on a look when it’s obscured by a guitar or keyboard. But maybe that was the point. After all the Maison Kitsuné label is never going to move fashion mountains. They cater for a young, preppy market that wants to fit in rather than stand out. No doubt the retro looks on show – including printed playsuits, fifties high-waisted jeans and patterned shirts - will serve them well while they’re gigging and posing around Paris.
