#1_The pride of LAILA VINTAGE, which has created the Tokyo vintage scene

There are many shops that sell high-quality maison vintage and designer archive items, but without a doubt the leading player in Japan is “LAILA VINTAGE”. Since its launch in 2002, LAILA VINTAGE has been consistently buying items based on the question of whether or not they should be passed on to future generations. However, as the times change, the store’s composition and editing inevitably change, and it is constantly being updated. Rather than simply following trends or catering to the needs of customers, they pursue “what we want to propose now and what we want to continue to propose”, and they propose “vintage as real clothes” that are not reduced to mere symbols or mere assets. This is the very sense of LAILA VINTAGE that has earned it the trust of enthusiasts both in Japan and overseas.

What is real clothes? Respect for the past and a view of the present to create the future

Director Yukiko Naka says, “The appeal of vintage is the thought and awareness of beauty that lies behind the creation, and the affection for the circumstances that connect the past and the present.” You can also sense the true value that cannot be found in mere copies from the words of Ms. Naka. Naka-san continues, “The value of choosing something that will last a long time and is of good quality has existed for a long time, but I feel that the number of people who actually come into contact with vintage clothing in stores and realize the charm and richness of the expression that comes from the different materials and tailoring used in vintage clothing compared to current clothing, and the number of people who seek quality over quantity, regardless of age, is increasing year by year. The range of interpretations of the word “vintage” is becoming wider than ever before. Nevertheless, the essence of LAILA VINTAGE, “only the real thing remains, both now and in the past”, will never waver in the future, and by taking a sincere approach to the creations of the past that are worthy of praise, it will continue to distinguish itself from the brand second-hand clothing stores that have a strong recycling aspect in the market.

LAILA VINTAGE’s influence is not only felt by ordinary consumers, but also by those with a genuine appreciation for the industry. While we know that it is not appropriate to simply label them as “famous stores”, there are very few stores like LAILA VINTAGE that the designers of major overseas fashion houses always visit when they come to Japan. Speaking about their objectives, Ms Naka says, “The reasons for their visits vary from time to time, but I get the impression that many of them are interested in the editorial perspective of which designers and vintage pieces they are currently focusing on collecting. I suspect that most of the designers who squeeze in a visit to Japan between their busy schedules, spend the whole day or several days visiting all the stores in the chain to check the stock and the full lineup, and that they trust and appreciate the fact that we are constantly updating the styles and age ranges of the high-quality maison vintage items and the large number of items in stock. In addition, some customers come to the store specifically requesting that the designers suggest a vintage selection for them.

The new medium “LA MUSEUM” questions the true value of fashion creativity

LAILA VINTAGE, which has a deep knowledge of fashion, has also launched an interesting new service called “LA MUSEUM”. LA MUSEUM is a project that uses 3D technology to photograph and digitize tens of thousands of clothes and accessories owned by collectors around the world, and then makes them available for anyone to view anywhere with the right digital devices and communications environment. Laila, the initiator and management body of this project, and also uses 3D technology to photograph and digitize tens of thousands of garments and accessories owned by collectors around the world, creating an online museum that can be viewed by anyone, anywhere, as long as they have a digital device and a good internet connection. All the exhibits can be viewed not only from 360 degrees, but also in great detail, right down to the smallest stitch.
“In the world of contemporary fashion, which is increasingly being taken over by commercialism, LA MUSEUM continues to focus on the ‘Art of Fashion’.”
The main aim is to pass on to future generations the artistry, creativity and craftsmanship that have been embodied in the clothes that humans have continued to create with their own hands, and to contribute not only to the fashion world but also to human society in order to lead the future of fashion design to something more meaningful and valuable. We believe that digital tools are essential for this. The insights we have gained so far and the ideas that will develop the role we should play. The valuable “archive” that LAILA VINTAGE disseminates will further attract people’s hearts.