YUINOTO

The third night of Vancouver Fashion Week S/S 2023 saw designer Yui Noto bring her brand YUINOTO to the catwalk. As always, VFW is a global platform for both local Vancouver and international designers, including some exceptional designers from Japan. Yui Noto is such a designer and has chosen VFW to launch her premiere collection, which incorporates her experience as a costume designer and her training as a fashion designer to bring her fresh perspective to the runway.

Yui Noto, after graduating from the Bunka Fashion College, worked as a designer at a clothing maker, and started working  freelance in 2018.

She produces costumes for artists and custom-made outfits and a wide range of items including  headwear as well as various accessories.
The 2023 S/S Vancouver Fashion Week will be the opportunity for her to launch the brand with her own name called "yuinoto", presenting her very first collection.
She puts her own experience and thoughts in her clothes, with a fanciful perspective and in a dramatic way, to bring out all the beauty of women.

EXCERPT from the VFW website

YUINOTO A REVIEW

Yui Noto brought to the VFW runway a collection that expressed her take on clothes. The collection entitled Hatch is the designer's first show and is a soul-searching, emotional and feminine. The designer explores what it is to be a young woman in the 2020s. Yui Noto writes the following about this collection;

"I believe clothes are like mirrors of Me. Me, taking on the style of what interests me the most right now. Me, going against the trend of the era. Me, who looks like loving the other. Me, loving myself."

YUINOTO is a brand by a young woman for young women. The opening looks, set a tone for a collection that is going to take the viewer on a romantic and feminine journey with unexpected treasures along the way. The first series of garments are white, lacy, and cutting edge. The models topped with lacy bonnets (reminiscent of baby bonnets), wear lingerie-inspired pieces that are shrouded in transparent plastic deconstructed outerwear.

The feminine feel of this collection continued with ruffles, puff sleeves, and cascades of pastel tulle. Fabrics include organza, plaid, satin, and lace. The tiered skirt is the mainstay of this collection. The silhouettes are drawn from classic styles and shapes. Colors go from the white opening looks to varied jewel tones and a parade of muted soft pastels.

The standout pieces are a trio of looks of pastel tulle, shimmering metallic organza, and tiered skirts. Lace sleeves are topped with satin puffs and bows. Sheer scarves and pencil skirts are incorporated to create looks giving us the cheerful abandon of young girls playing dress-up. These pieces appear effortlessly light, with a sense of fun and whimsy. Closing out the collection is a lemony-tiered tulle dress that inspires one to think of parties and prom nights.

YUINOTO IN CONCLUSION

As grown-ups, we may long for the youthful days of fashion fantasies. The childhood imagination may see us as ballerinas or princesses or maybe the youthful dream of being "a beautiful lady". This collection captures those fantasies and gives them some eccentricity and a dose of a designer's vision of beauty.  YUINOTO, put down the runway a feminine and frothy, whimsical and witty collection.

YUINOTO WEBSITE

INSTAGRAM

CIAO FOR NOW J. ANDREW