vowels Spring/Summer 2025 presentation: shunkashuutou

In Paris on June 18, vowels debuted their first-ever spring/summer 2025 collection as a day-long presentation at the Musée des Arts et Métiers: Shunkashuutou. Creative Director Yuki Yagi approached the presentation as a site of deconstructed performance, inspired by seasons changing.

Using the four seasons as a thematic arrangement, the SS25 collection was shown on four different standalone sets: Summer, Autumn, Winter, Spring. Referencing the functionality of the collection, the presentation showcased twenty different looks in four different tableaux rotating from one season to the next. The performance was set to the soundtrack of a remix of Vivaldi's “Four Seasons,” with music composed to follow the order of the presentation. The Spring set featured oversized, hand-painted flowers by Margaux Dereume of Tij Flowers.

Motifs featured antique Japanese prints and textiles, along with shirt prints that Yagi felt were “classic and clean.”  Patchwork was done in collaboration with a local Japanese vintage store owner who provided deadstock fabric to be reinterpreted. The overall style of silhouettes were constructed to maintain a relaxed, dual-gender fit.

Graphic Tee Shirts are screenprinted with images of historic pottery from Peru, Greece and Britain. Fleece tops reference vintage collegiate sweaters and crewnecks. Outerwear is utilitarian, with patchworked floral applique. Shirting in long and short-sleeve button-downs recall vintage Western and workwear prints, with ‘70s-inspired embroidery sewn onto pockets.

Knitwear is woven with the oversized vowels iconographic kamon symbol, button-down grandfather cardigans have contrast front-pockets, while short-sleeve polo shirts and sweater vests recontextualize heritage styles. Bottoms range from patchworked denim to printed trousers with a recurring floral motif print, and cargo workwear pants. Accessories range from classic baseball and bucket hats, to logo socks, silk scarves, and utilitarian workwear backpacks and totes.

Looking to classic streetwear tropes updated with luxury fabrics and reimagined silhouettes, our SS25 collection embraces an optimistic, effortless attitude. Like Mono-ha, the sum of the individual parts amounts to a collection that is quietly masterful, transcending temporality and genre.


Creative Direction: Yuki Yagi @yukiyagii 

Show & Film Direction: Andreas Pappamikail @andreaspappamikail

DOP: Marques Angelo @marquesangelo

Photography: Reto Schmid @retoschmidd 

Scenography: Nikki Vollay @nikkilavollay

Stylist: Simonez Wolf @monsieurwolf

Stylist Assistant: Christopher Smith @christophertsmiths 

Content Production: Kitten Production @kitten_production

Post Production: Sheriff Projects @sheriff.projects

Show Production: Kitty Events @kitty_events

Light Design: Vincent Goubet @vincent_goubet

Casting: Ikki @ikki_casting

Featured Looks


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