Initially rising to prominence with their series of simple yet cute and durable smiley tote bags, YUKI returns with their campaign for A/W ’21. Designer Yuko Ichikawa worked in costume production after graduating from a vocational school in Japan and launched YUKI in 2005. What began as a purely women’s clothing brand has now morphed into a contemporary unisex label. With the brand mantra of “beautiful clothes with clean materials” and their goal to enrich people’s hearts by making things that look beautiful over time—how could you not like the brand right?
