Opinion / Jamie Waters
A touch of mystique
In the digital age, mystique is in danger of becoming extinct. It is particularly rare in fashion – that fast-paced, consumer-driven industry in which hype and exposure are kings. Stay off Instagram feeds for too long and you’re forgotten, doomed to irrelevance. Nowadays brands promote hashtags, offer the public glimpses behind the scenes and post shot after shot of influencers wearing their garb. Little is left to the imagination; publicity is prioritised.
Against this backdrop, it came as something of a surprise last week when our request to feature a small, independent Japanese brand in the magazine was politely rebuffed. The brand was not interested in press, we were told. How frustrating, I thought. And yet my interest in said brand was piqued and my desire to buy its already-attractive hooded coats heightened.
Japanese labels have long been masters of the enigmatic, whether it’s Visvim with its cultish following or Comme des Garçons, whose founder Rei Kawakubo (pictured) rarely does interviews and, when she does, is known for giving gnomic answers. In today’s culture, when we know so much about everyone and everything, brands would do well to consider whether mystique could be their most precious asset.