Designer Mug was born in 1971. After graduating from the Kuwasawa Design School Mug laid down the foundations of her own brand in 1999 that has come to be known as G.V.G.V.. Mug's world is represented by a mix of femininity and masculinity, with free sensitivity that is present in every season's collection. G.V.G.V. has now become one of the most attractive Tokyo fashion label. Also, from 2010 Spring / Summer, she has been participating as a buyer at grapevine by k3 Daikanyama, selecting wonderful creations from around the world.
Please tell us about the next Spring/Summer collection!
MUG：Well, I was recently in Morocco for the first time, and that felt very exotic and stimulating to me. I guess there are some influences from there in the new collection, particularly in the choice and combination of colors. Another thing is that I've collaborated with other designers on brand shoes and watches this time, so that should be very exciting!
Are you planning on doing more collaboration items in the future?
MUG：Yes, when it comes to items that, left to our own devices, we would otherwise be unable to come up with. If the two parties involved can contribute something unique to each other, then it`s worth it. So if the right opportunity arises, then I'm totally willing.
Is there a difference between the image you present on the runway and the items that actually sell the best?
MUG：The purpose of the runway is to present a theme. The runway can be the first impression someone has of your work, so I think it`s crucial to use it to state your concepts and designs as frankly and as clearly as possible; as if to say, "Here I am. I am G.V.G.V." When it comes to putting those clothes in shops, we do think about color variations and pricing. Markets are so varied and fast-paced these days that it's getting more and more difficult to pinpoint the value of any given brand, but our aim is to simply deliver our work to as many likeminded and fashion-conscious people as possible without compromising our ideals.
Finally, what are you into these days, generally?
MUG：Through my DJ-ing and selection of music for our runways, I`m currently compiling a G.V.G.V. compilation album. I've been sifting through music for that for the past year or so. I'm also into organic food. Since I started going to the Farmer`s Market, I've become very discerning in the quality of vegetables I buy. I try not to eat red meat, and stick mainly to vegetables and brown rice. So I suppose I've been getting a bit healthier.
All in all, a designer and a woman to be reckoned with. Watch out for her!
NTERVIEW by MINAKO SHIMATANI
