Super Lovers (brand)
Super Lovers (スーパーラヴァーズ) is a Japanese clothing brand established in 1988 by Yasuhara Tanaka, the styles are largely influenced by Western fashion and the London club scene of the 1980s [1]. Following after other rising Japanese brands from the decade such as Hysteric Glamour and Kapital, the brand immediately made a mark for themselves among the youth in Tokyo. After some time their unique and colorful designs attracted an international audience, mostly targeted towards hip teenagers. Many characters who have become beloved by fans are also featured within the brand, which were illustrated by the founder's brother Hideyuki Tanaka [2].
The popularity of the brand skyrocketed after the "Summer of Love" rave in London during 1989, in which an iconic photo of someone dressed head to toe in the brand was taken. After this photo was published in The Face, the brand became well known in the underground fashion world [3]. Also aligning themselves with the techno music scene, the brand organized clubs throughout Japan and was worn by many popular DJs. The brand reached its peak during the late 1990s/early 2000s and even became popular in the US among celebrities like Gwen Stefani, who mentions them in her song Harajuku Girls "Super lovers, tell me where you got yours (at the super lovers store)" [4].
The company eventually created sister brands with a similar style; Lover's Rock, Lovers House, House of Love, and Lovers Kids [5], all of which held recognition with the main brand. Eventually popularity decreased along with a change in trends, which lead the company to go on hiatus in 2014. 5 years later, the brand appointed a new creative director Hiroyuki Yodoze, and began producing clothes again for the first time since [6]. Despite many of the stores eventually being closed down, the brand is available online and still holds stores in a variety of countries such as Greece, the UK, Taiwan, Hong Kong, and Australia [7].
References
- ↑ https://www.cdjapan.co.jp/brand/100000106#:~:text=SUPER%20LOVERS%20is%20a%20Harajuku,frequently%20seen%20in%20KERA%20magazine.
- ↑ "FASHION JAPAN: SUPER LOVERS". www.japanesestreets.com.
- ↑ Duffy, Eilidh (September 27, 2021). "The hottest Harajuku fashion on Depop right now".
- ↑ "Gwen Stefani – Harajuku Girls" – via genius.com.
- ↑ http://www.superlovers.jp/superlovers.html
- ↑ "原宿ストリートブランド「スーパーラヴァーズ」が再始動 5年ぶりに新作発売". September 1, 2019.
- ↑ "Super Lovers". www.virtualjapan.com.
External links
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