Philosophy

In 1986, "giuliano Fujiwara" made the debut in Milan. The initiator of the brand, Yoshiaki Fujiwara, made a large influence not only Italy but also the fashion industry in the world as for a new concept "Minimalism". The concept of "Minimalism", the tradition, the technology, and the spirits come down today and the successor, Masataka Matsumura starts new "giuliano Fujiwara." The one that flows to the basis of "giuliano Fujiwara" that expresses the present age and the future while making goods use of the tailored technology with the tradition of Italy is WABI SABI*. The exquisite expression of the spirit of "WABI SABI" is a beauty of the shadow which is concealed on the other side of shinning beauty and new shape invented from the style that seems unbalanced. giuliano Fujiwara the world of new mode that Masataka Matsumura proposes. is *WABI SABIJapanese aesthetic of impermanence, characterized by asymmetry, asperity, simplicity, modesty, intimacy and natural processes. A Japanese culture of WABI SABI derived from ZEN to be recreated in modernized concept.

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Masataka Matsumura

In 1986, giulianoFujiwara debuted at the Milano Collection and influenced the Italian fashion industry with its distinctive minimalism. Today, Masataka Matsumura has inheirited the tradition and technology, as well as the cherished desire, of the brands founder, Yoshiaki Fujiwara. A new giulianoFujiwara is launched. Masataka Matsumura, born in 1980, spent more of his life being educated over seas in Switzerland and England. While earning his BFA in Fashion Design, in London, Matsumura became interested in music and the arts. Masataka Matsumura has interpreted the founder structed the stoic world of the brand using Italys traditional tailoring techniques. The new giulianoFujiwra collection has an atmosphere of sophistication that is cool,

From the world to Japan. From Japan to the world. A fusion of classic and modern.

today through Masataka Matsumuras filter.

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1986 1990 1991 2005 . 1 .6 2006. 1 .6 .8 . 12 2007 . 1 .6 .7 2008 . 1 .4 .7 2009. 1 .4 .6 . 10 . 12

Yoshiaki Fujiwara debuts giuliano Fujiwaras first collection Elected to be an official member of the association of Italian fashion Established Fujiwara Design Studio S.R.L. STEADFAST INC. acquires Fujiwara Design Studio S.R.L. Masataka Matsumura installed as creative director Spring/Summer 2006 debuts in Tokyo and Milan

Autumn/Winter 20062007 Milan collection debuts Spring/Summer 2007 Milan collection giuliano Fujiwara AOYAMA shop opens in Tokyo, Japan giuliano Fujiwara Sartoria started at giuliano Fujiwara AOYAMA giuliano Fujiwara ELECTORE sales start

Autumn/Winter 20072008 Milan collection Spring/Summer 2008 Milan collection giuliano Fujiwara PARIS shop opens in Paris, France

Autumn/Winter 20082009 Milan collection Furniture Collection giuliano Fujiwara Form debuts at Milan Salone Spring/Summer 2009 Milan collection

Autumn/Winter 20092010 Milan collection giuliano Fujiwara MILAN shop opens in Milan, Italy Furniture Collection giuliano Fujiwara Form debuts at Milan Salone Spring/Summer 2010 Milan collection giuliano Fujiwara TAIPEI shop opens in Taipei, Taiwan giuliano Fujiwara ROME shop opens in Rome, Italy

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2010 . 1 .2 .6 .9

Autumn/Winter 20102011 Milan collection thecorner.com Online Store opens Autumn/Winter 201011 Womens collection exhibition debut in Milan Spring/Summer 2011 Milan collection giuliano Fujiwara SHANGHAI shop opens in Shanghai, China Spring/Summer 2011 Womens collection exhibition in Paris

2011 . 1 .3

Autumn/Winter 20112012 Milan presenation Autumn/Winter 201112 Womens collection exhibition in Paris

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Fujiwara Design Studio S.R.L. was established in Milan by the brands founder Yoshiaki Fujiwara. After his death, Steadfast Inc. of Japan acquired the company, inheiriting the whole operating base which includes the brands network and production system, as well as the brnads status in the Italian fashion Industry. Unlike the Japanese fashion brands that are a part of the Paris Runway Collection Circut, giulianoFujiwara follows the brand founds belief that its production system should bebased in Italy; it was built through tremendous effort.

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Headquarters
Steadfast Inc.
3128 Higashi Shibuyaku Tokyo 1500011 Japan Tel. +81 3 3797 4433 Fax. +81 3 3797 4430 Email. info@steadfastinc.co.jp

Design Studio
Fujiwara Design Studio S.R.L.
Via Borgospesso 11, 20121 Milan Italy Tel. +390236531230 Fax. +390236531890 Email. info@giulianofujiwara.com

Showrooms
Main Contact : Fujiwara Design Studio S.R.L.
Via Borgospesso 11, 20121 Milan Italy Tel. +390236531230 Fax. +390236531890 Email. pmagaldi@giulianofujiwara.com

Spazio 38 Italy only

Alzaia Naviglio Grande, 38 20144 Milano Italy Tel. +39 02 8941 0030 Fax. +39 02 8942 5805 Email. sales@spazio38.com

Romeo
18 Rue Ferdinand duval 75004 Paris France Tel. +33 1 4277 2983 Fax. +33 1 4278 2961 Email. contact@showroomromeo.com

TUTTIFRUTTI CIS only

Via Rezia 4 Milano Italy Tel. +39 02 36565438 Fax. +39 02 36565555 Email. manuel@tuttifruttimilano.it tuttifrutti@tuttifruttimilano.it

Steadfast Inc.
3128 Higashi Shibuyaku Tokyo 1500011 Japan Tel. +81 3 3797 4433 Fax. +81 3 3797 4430 Email. info@steadfastinc.co.jp

PR&Communications
P. comunicazione
Paolo De Vivo / Michele Veronesi Via Malpighi 3, 20129 Milano, Italy Tel. +39 02 8940 6091 Email. pr@paolodevivo.com

giuliano Fujiwara PR Office

3128 Higashi Shibuyaku Tokyo 1500011 Japan Tel. +81 3 6823 6600 Fax. +81 3 3797 4430 Email. info@steadfastinc.co.jp
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giuliano Fujiwara MILANO

Via Borgospesso 11, 20121 Milano

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giuliano Fujiwara TAIPEI

BELLAVITA 2F No.28 Song Ren Road Taipei

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giuliano Fujiwara SHANGHAI

Citic Square B1F, LG 10, No.1168 Nan Jing w Rd, Shanghai

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2011 Spring/Summer collection

Dynamism and stillness: the collection that Masataka Matsumura has conceived for the next springsummer season springs from the conjunction of opposites, reinterpreting the brands iconic elements and developing them furthermore with a cosmopolitan and contemporary attitude, ultimately fusing the multifaceted spirit of the Western world, with the introspective soul of the Japanese world. The collections creativity finds means of expression through apparent contrasts: graphic and textual, as well as in the play of proportions, turning continuously around the key concept of combining protection and movement, energy and mind. The silhouette is pure and linear, rich in details that make it vibrant, as if it were moving: geometric cuts, interrupted lines and angles. The focus is on the shoulders and on the heart, protected by layers and panels. Overlappings and empty spaces create a strong, graphic impact enhanced by chromatic and textual contarasts. Burned orange, beige, and powder blue: the colour range features dusty shades in contrast with neutral hues such as black, white and grey. Some bright flashes are eyecatching and break solid colours: a nocturnal urban view caught at high speed runs through the entire collection, at times jumping out of hiding from several technical details. Coats and jackets play a key role and come in a variety of proportions and styles: from leather micro jackets to coats at calf length; and to a group of styles that become threedimensional, acquiring wholeness due to the overlapping of different components that can even be worn separately. Materials match the linear and geometric spirit of the collection, yet are soft, light and comfortable. Traditional fabrics such as dry wool, cotton and touches of linen are mixed nonchalantly with technical materials such as neoprene and nylon. The collection is completed by a range of futuristic shoes, produced and distributed thanks to the recent licensing agreement with CE Fashion Group: laceless sneakers with layers of overlapping leather and neoprene in juxtaposed colours; sandals are made of geometric rawcut leather patches, whilst classic styles are reinterpreted and modernised, continuing the seasons play of contrasting colours.

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201112 Autumn/Winter presentation

The new giulianoFujiwara collection for FW 11/12 gravitates towards the notion of a sartorial rebelhe is cleanly tailored and coiffed, yet highly utilitarian and street savvy, slightly rough around the edges, he is ready for the daily pursuits of urban life. He is the modernday Dandy, with a nonchalant punkedge. Creative Director Masataka Matsumuras archive and love of vintage military and workwear uniforms is complimentary to the way in which he plays with pockets, shapes, proportions and details across a contemporary and reconceived vision of tailoring, outerwear and accessories; a collection in which the importance of aesthetics runs parallel with today and tomorrows importance of reality. The silhouette is slightly boxy, allowing for generous and nonrestrictive proportions; freedom of movement is further enhanced by the baggycropped pants and a peacoat with cutaway arm holes. Garments are intercepted by horizontal and vertical lines that are cut and stitched in a gridlike manner across the fabrics, reflecting the aesthetics of workwear. The notion of vintage work wear pockets is visible externally and internally across the collection, removable 3D pockets adorn the waist as an extension of the trousers, whilst an abundance of pockets can be discovered inside coats and jackets. Collars are doubled, and lapels are cutaway across outerwear and tailoring, together with the layering of allnatural fabrics, these elements contribute to the collections dynamic, yet easy to wear stance and its modernday relevance. Bursts of dusty Pop colors are present throughout the collections accessories, echoing the distressed shades of various archival workjerseys and adding a rebellious kick to the largely black, grey, beige and navy palette. The classic leather shoes with artisanal Italian finishing, are brought uptodate with a wedged rubber sole, reminiscent of the punk era. Materials are kept simple, classically Italian and luxuriousBiella wools and cashmere mixes for the coats and tailoring, and a dynamic cotton stretch fabric can be found in the trousers and a trench coat. Ultimately, Matsumura aims to deliver a strong dose of reality and masculinity within what he believes is an offering of truly sophisticated luxury streetwear for the cosmopolitan giulianoFujiwara man.

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2011 Spring/Summer Womens collection

casual items as well as the signature formalwear.

Sharp and minimal, effortless sophistication Masataka Matsumura continues his focused and contemporary vision of the giuliano Fujiwara woman for his second venture into womenswear for SpringSummer 2011, which this time extends into

The collection is a fluid evolution and update of FallWinter 2010, inspired by the brands Japanese heritage. The traditional art of Origami meets Japans layered cityscapes meticulous tailoring, sharp diagonal lines and folds graphically sculpt and outline the body, whilst maintaining a slim, feminine silhouette; from the 2tiered cropped silk jacket and the sharp double faced cotton coat, to the minishorts in virgin wool demonstrating reshaped vents with exaggerated and protruding proportions. This powerful dynamic is however harmonised by the light dresses and fine knitwear offered, across which openbacks, cutouts and slashes demurely expose the bearers skin a jersey and silk panelled dress slashed horizontally across the back, drapes to reveal a slither of skin; whilst the back of a minimal cotton dropshoulder cardigan is cut out yet again to expose the backthese elements come together to propose the collections subtle sensuality. STRONG YET DELICATE It is this juxtaposition of hard vs soft and the use of minimalism with a twist, with which this season Matsumura confirms the signature giuliano Fujiwara womans style. This is dynamically carried through to the seasons accessories with angular cutting and the play of hard vs soft materials seen throughout the bag and shoe ranges. The shoes demonstrate an impressive curved heel which break the rigorous line of the leather straps; whilst an unusually sculpted pochette is offered in both soft perforated calfskin and a rigid brushed calfskin, The signature double flap handbag of last season has been refreshed in bicolour and silver finishings. Yet again the colour palette is essential minimal in line with the collections aesthetic, pure black and beige, with touches of navy and white, allowing for the razorsharp cutting and design to stand out; the occasional play of bimaterial and bi colour adding tonality and texture.

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201112 Autumn/Winter Womens collection

The giulianoFujiwara Women's Fall/Winter 1112 collection is essentially a contemporary reinterpretation of traditional Japanese aesthetics. Diagonal and Asymmetric cutlines, folds and the layering of two contrasting fabrics alternate within a play of light and shadow. Throughout the collection the silhouette is unique the coats, jackets and dresses are largely flat fronted whilst presenting exaggerated blownout volumes on the back; definition is always at the high waist throughout he collection all together echoing the proportions and lines of the traditional female Kimono. The collection is supported by a varied range of bold and sophisticated leather and textile accessories including shoes, bags, purses, bracelets, head and eyewear in which modernity meets reality.

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