For nearly 18 years, Maison Kitsuné has been active in the fashion industry. Because in case anyone doesn’t know…Actually Maison Kitsuné is not only famous and outstanding in the fashion industry. If there is another part of the brand that is driving the music industry like Kitsuné Musique, with the diverse talents of the 2 founders of 2 nationalities, Gildas Loaec from France and Masaya Kuroki from Japan. Now the legacy that they both have created has become a part that connects seamlessly between groups of people who love fashion, music, and the love of drinking coffee, making the Maison Kitsuné brand have everything. Dimensions like this are quite difficult to capture.
Today, Maison Kitsuné continues to expand its influence through the art of living that combines the cultures of France and Japan, along with always searching for new things, until it has become a charm that no one can deny. One of them is Vogue Thailand itself. This time, I’d like to sit down and talk behind the scenes with Maison Kitsuné once and for all to relieve my doubts…
Vogue Thailand : What is the definition behind the brand’s “Art de Vivre” concept?
House Kitsuné: Its definition is very simple. It is something related to our own way of life. It’s something we do every day and something we feel passionate about.
Vogue Thailand : More than a fashion brand, Maison Kitsuné also has a café and a Maison Musique. What was the main reason that made you decide to create Maison Kitsuné’s empire beyond fashion?
House Kitsuné: As everyone knows very well that When we founded Maison Kitsuné in 2002, there was something very important we wanted to achieve. Creating a brand that clearly reflects the Art De Vivre concept mentioned above. All of which comes from passion. From the beginning we both had a passion for music and fashion, so we created Kitsuné Musique and the fashion brand Maison Kitsuné. In 2013, we both turned our passion to coffee. That’s why we’ve created Café Kitsuné. It’s definitely not finished yet. Because every brand that we create is like developing ourselves as well.
Vogue Thailand : How important is “music” to the “fashion industry”?
House Kitsuné: Actually, the Kitsuné Musique that we created with our hands It has now become another important part of our fashion brand. Many times, fashion brands And our brand of music often reflects the same. To create a different and interesting experience for the brand’s followers. and exciting But of course many In the business dimension, both brands clearly have their own paths. That is what we intended from the beginning. Because here we always pay attention to the story of the reliability of each brand.
Vogue Thailand : Another important characteristic that is undeniable when thinking about Maison Kitsuné is the “fox”. Why did you decide to use the fox as an important symbol of the brand?
House Kitsuné: As many People already know that “Kitsuné” means “fox” in Japanese. But more than that, the fox is also a symbol of “Skills” as the legend says Foxes are animals that have the power to change lives. Just like we have created our various brands. So it was a firm decision from the first time we created this brand. and chose to use the fox as our signature logo. Now it’s become a favorite of ours, and for the past 18 years we’ve been having fun alchemizing with our fox symbol. There are many different formats. And there are more numbers such as ‘Tricolor Fox’, ‘Double Fox Head’, ‘Yoga Fox’ and ‘Chillax Fox’.
Vogue Thailand : Why haven’t we seen your brand’s “muse” yet?
House Kitsuné: Our brand has never had a muse. Like other fashion brands Because we are inspired to create various works. It comes from everyday life. People we meet every day all the way from our travels So for us, Muse probably isn’t necessary…
Vogue Thailand : The fashion industry is another industry that has been heavily affected by the COVID-19 crisis. How is Maison Kitsune brand dealing with this unexpected impact?
House Kitsuné: For our brand It is fortunate that we are still able to maintain our business. We have planned the online sales route or E-Shopping during this time. At the same time, we also take into account the health of our employees. For hygiene safety They are equally important to our business. which is now back open and conduct business as usual again But overall everything will progress slowly.
Vogue Thailand : Besides fashion brands, cafes, and record labels, Maison Kitsuné, what else does she want to do? And do you plan to do it again in the future?
House Kitsuné: In addition to our 3 brands under the roof of Maison Kitsuné, including a fashion brand, a music brand like Kitsuné Musique, and a cafe brand like Café Kitsuné, which recently opened its first roastery in Okayama in October 2019 at Shows every step of the roasting process. to ensure quality and the taste of the coffee that we serve to our customers Moreover, in Maison Kitsuné, we also focus on quality. and details of sewing to constantly improving the quality of personnel within our studio We plan to work hard to learn, improve and work together. And of course, as we always say, Kitsuné is always exploring and always looking to innovate. Always for the difference So wait and see new projects. It’s ours…
