Last night brought me a new realization.
Because my brand is centered around everyday clothing, I always believed it should keep its distance from trends.
That perspective shifted after taking yesterday’s Dōsen Kōchiku Land class (Social Media Marketing Class that I’m taking as a subscription).
As I reflected afterward, I realized that trends weren’t actually as far removed from me as I had always thought.
Looking back at the time I was sketching my designs, I noticed that I had naturally adjusted details like hem lengths, necklines, and sleeve lengths to create proportions that felt current.
In other words, I wasn’t chasing trends—I was instinctively embracing the balance that suited the time.
The scenery I see every day, the people around me, magazines, and social media all leave visual impressions that unconsciously accumulate within me. Much like adjusting the exposure or color balance of a photograph, I was expressing those influences through the overall balance of my designs.
I had convinced myself that trends had nothing to do with me.
But in reality, I had been sensing the shadow of the times all along and translating it into my own designs in a way that felt true to me.
The moment I realized that, an unexpected sense of relief washed over me.
I’d also resisted the trends surrounding Instagram for a long time.
But once I realized that I could simply express myself within that world, everything finally made sense.
I’m the kind of person who can’t move forward unless something genuinely resonates with me.
That’s why I could never fully accept Adi’s constant reminder: « Fashion is an industry that has to stay in tune with trends. »
But living in a city surrounded by fashion and seeing it every day on social media, it’s only natural that I absorb that atmosphere without even realizing it.
Perhaps trying so hard to distance myself from it was what had been weighing me down all along.
The moment I accepted that simple truth, the tension in my shoulders disappeared.
…Although I have to admit, it was a little frustrating. (Laughs.)
Still, Adi has patiently put up with my stubbornness through it all.
It pains me to say it, but… merci. (I’m so stubborn that saying « thank you » in Japanese somehow feels like admitting defeat.)
By the way, one of the biggest Instagram trends right now is creating posts that feel like magazine editorials.
Magazine-style layouts and carefully curated visual storytelling are quickly becoming the new standard.
Although it’s still in its early stages, I’m carefully laying the foundation with the hope that one day I can bring the thoughts, values, and atmosphere I’ve been sharing here to life through clothing.
I’d love to continue sharing the journey behind the brand, along with the thoughts and experiences that come with building it, little by little.
As we get closer to the launch, I also hope to share more of Aiguille & Ito as it evolves through Instagram Live and other updates, so you can experience the brand’s journey with me.
Right now, I’m working toward my goal of reaching 1,000 followers on Instagram.
If my vision resonates with you, I would be so grateful if you could support this journey by liking, following, or simply staying connected. Every bit of encouragement means more than you know.
Aiguille & Ito 
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