Hidenobu Yasui

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Hidenobu Yasui is a Japanese designer and self prescribed Shokunin of clothing. The clothing produced by Hidenobu is often modest, yet modern in approach, providing clothing women can wear in any situation to both nostalgic and feminine in a modern world.



Yasui attended the Osaka Mode Gakuen College of Fashion and Design between 1993 and 1997 as we ll as the Central Saint Martins College of Art and Design between 2004 and 2006. Yasui was a finalist for multiple awards while attending Osaka Mode, including the Kobe Fashion Contest, the Asian Fashion Grand Prix, and the Ebenezer Fashion Design Contest. In 2003, Yasui was awarded the 20th Onward New Designer Fashion Grand Prix Workmanship Prize and the Japan Fashion Design Contest Excellence Award.

Clothing Style

Yasui’s clothing is instilled with many traditional techniques along with a slew of new ways of thinking, creating Japanese style western women’s clothing. The concept of strength in the line’s clothing is drawn from the basic tenets of natural, ephemeral beauty as Yasui describes it and provides a willowy, simplistic look to much of the clothing produced for the line. The use of lace and carefully layered style has made the label very popular among women between 25 and 35, providing a stylish and elegant yet more mature clothing option.

Where to Buy

Clothing from Yasui’s line is available in multiple department stores throughout Tokyo including Cobo, Earlglays’, NorieM designers, and Issey Miyake.

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