The brand "mister it.", known for its artisanal creations and personal approach honed in Paris, has steadily captured attention with each collection, establishing a distinct presence in Tokyo. In March 2024, the brand debuted its first runway show at Rakuten Fashion Week TOKYO and gained valuable experience with an international showroom. As "mister it." continues to set its sights on the global market, we spoke with designer Takuya Isagawa in Paris, where the showroom is currently underway, about the brand’s journey thus far and its vision for the future.

Tell us how you came to start your own brand.

Since my father made scarves and my older brother had a passion for sneakers and fashion, I naturally developed an interest in fashion from an early age and aspired to start my own brand while still a student. After graduating from vocational school, I decided to move to France and launch my own brand. As a gesture of gratitude, I wanted to create clothes specifically for the colleagues and friends I had worked with in Paris, which led to the creation of “Collection Zero.” I envisioned what kind of clothing would make each person happy, designing with them in mind, and invited 10 individuals who had supported me to a venue, where I presented the pieces in a showcase format. Although the clothes were made with only one person in mind, many others expressed interest in purchasing them. This experience became the foundation of my design philosophy and the brand concept: “clothes made for one person.” To this day, I continue to create with that same mindset.

What are your sources of inspiration for creation?

Inspired by the first 10 individuals I designed clothes for and the new people I’ve met since, I continue to create collections with them in mind. My experience with couture in Paris fostered my love for the process of “designing with specific people in mind,” and I find that this approach aligns perfectly with my creative style and personality.

Tell us about your fashion proposal with “mister it.”?

Drawing from my experience as a designer at a couture maison and my deep love for couture, I developed the concept of "accessible haute couture." My goal is to bring the beauty and elegance of haute couture, often perceived as distant and unattainable, closer to people’s everyday lives. I aim to propose a new kind of casual couture—lightening the traditionally formal aesthetic by integrating couture techniques into everyday wear and making it more approachable.

The brand seems to have a distinct style in how it presents itself. What were your goals for the runway show at Rakuten Fashion Week TOKYO in March 2024?

As this was our first runway show as a brand, our primary focus was on expressing the brand's worldview. I concentrated on presenting the brand’s essence in a clear, straightforward runway format. The show sparked reactions from people who had never engaged with us before, and I felt that many articulated the message I had wanted to convey, and that what I aimed to communicate through this show was truly understood.

I believe you presented 25SS collection in an open fitting format.

While the previous season’s show focused on expressing the brand’s worldview, this time I wanted to carefully communicate the philosophy behind our craftsmanship. To convey what the brand values at this moment, I chose the same presentation format we used for Collection Zero in Paris.

How have you found the response for the Paris showroom currently underway?

The first showroom attracted many visitors who expressed an interest in seeing the next collection. Although it's only the second day, and the final orders are still uncertain, the collection seems to have been well received and the response so far has been positive. We've also noticed an increase in the number of buyers specifically coming to see “mister it.”

What prompted you to apply to TFA?

I was invited to apply shortly after the brand launched, but at the time, I chose not to, as I felt it was more important to focus on building the brand’s foundation. While the brand is still in its growth phase, its recognition has steadily increased, and with the COVID pandemic settling down, I realized I would regret not pursuing an overseas opportunity at this stage. That’s why I decided to apply this time. Winning the award and having the chance to present my collection in Paris was an incredible experience.

What are your future plans for the brand?

I enjoy creating clothes with my hands. I want to continue making clothes in a sincere way, designing for those close to me and delivering them to people who connect with them on a personal level.

Are there any challenges you seek as a designer?

I want to explore new challenges in various ways, pursuing whatever sparks my interest without being confined by the label of a designer.

Is there anything you would like to create?

This season, I wrapped a bicycle in fabric, but I want to explore wrapping various other objects as well. Wrapping reflects my personal approach to couture. While three-dimensional cutting techniques are typically used to fit the human body, I intentionally apply them to everyday items that people interact with, like potatoes or drinks. At “mister it”., we refer to this concept as 'wrapping' and have developed it into a series, covering all sorts of things. Just as wrapping a gift brings joy to others, I want to continue wrapping ordinary items in fabric to spark happiness in the same way.

Finally, do you have any advice for designers considering applying to TFA.

Although the experiences you face after receiving the award are challenging at times, taking on new challenges is the most important thing.