The history and the aesthetics of Hysteric Glamour The origins and the cultural influence of the Japanese brand that collaborated with Supreme

Today, Supreme will present its new collection co-signed with Hysteric Glamour. The collection released today is actually the second that the two brands create together – with the first being released in September 2017 for the winter season of that year. But, just as happened with the collection created together with Yohji Yamamoto, this new collaborative capsule represents an opportunity to retrace the story of Hysteric Glamour, a brand famous in its field, sought after by collectors but also extremely niche and voluntarily detached from the dynamics of Western hype and marketing. 

Given Kitamura's appreciation for collaborations (many were those with Mastermind or Undercover), his ability to maintain the cult status of his brand and his complete rejection of the mainstream, as well as the fame of the first collaboration, it is clear why it was decided to renew it with a second chapter that, hopefully, will manage to bring the heritage of the Kitamura brand towards an even more distant future. The same designer, in the interview with Empty Room last February, said he was optimistic about the future: 

I think that the way of thinking about clothes has changed completely from the past. […] Depending on how you show it and how you express it, even if it's very simple, if you add value, [one's creative work, ed] will spread normally. I think Instagram has a strong influence on that. It's interesting that independent brands and projects are suitable for the present era.