Keita Mawatari and his brand LITTLEBIG incorporated themselves in 2013, but Keita’s experience within the fashion industry dates back to the previous decade. In 2003 Keita was apart of forming a fashion retail space titled “Factory” while he attended Bunka Fashion College and then moving onto the boutique “Cannabis” as a buyer. Influenced heavily by youth culture, the brand’s collections routinely begin with suit blazers with a distinct flair and subsequently allowing the collection to form around those designs.
When viewing the S/S ’21 campaign as a whole, it is certainly easy to see how and why the brand resonates with such a large crowd. Outfits like this one allow their gen z client to add a bit more formality to their wardrobe without compromising style. And on the flip side, their millennial client who might be tired of the monotonous work attire can add some flair to their wardrobe as well. The majority of pants this season are cut with a flared profile, which adds to the “on-trend” aspect of the brand while also complementing the boxy cut of most the blazers and tops. Lastly, the materials are kept standard with a good mix of cotton, wool, nylon, leather, and what looks to be polyurethane-coated cotton on this jacket.
Enjoy the campaign above and take a look at their stockists in order to prepare for this drop.
