here it is
Comme des Garçons is the best example of that.
But Comme des Garçons is my business role model. If I’m thinking about the business and how we should do things, I always look at Comme des Garçons, because to me they are the only ones who manage to maintain a really, really strong image – actually the strongest in the whole market – and do so much cheesy stuff and it doesn’t hurt their image. I have friends in Germany who have nothing to do with fashion, and they’ve got a Comme des Garçons wallet, and if you ask them what Comme des Garçons is, they don’ t know! (Laughs) They’ve never heard of it, and they do not know who Rei Kawakubo is, which is fantastic. What they did in the perfume business is just amazing, because the scents are the best; they do the best perfumes in really cool packaging and the price is OK, too. I think they now have about 50 different scents, and five years ago they only had a couple. And they do it in such a clever way, because they do not invest all the money in special flacons.
Yes, it is really cool.
Yes, it is cool.
What do you think about Zara, H&M etc.?
I think that what they are doing is good. Of course they copy, but I wouldn’t be angry if I saw a copied piece hanging there, because that means that someone who can’t afford my clothing or stuff from other high-end designers can buy something similar there, and that also teaches the general public how to dress. I also launched a second line called Silent, which is reasonably priced because I don’t have to develop fabrics especially for that collection.