Maison Kitsuné: 3 Reasons for International Success

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Paris, London, Tokyo, Bangkok, New York, Vancouver… In just 20 years, Maison Kitsuné has managed to establish its Art de vivre across the globe. Charming enthusiasts of fashion, music, and coffee alike, the French-Japanese brand stands out with its unique universe, composed of three distinct yet complementary pillars. From collaborations with other major labels to supporting international artists and roasting workshops, we delve into the enchanting world of the house, which ensures continuous growth.

What is the Art de vivre of Maison Kitsuné?

Far more than a mere brand, Maison Kitsuné offers a whole Art de vivre, enriched with various inspirations and influences. To better understand its DNA, a glance at its logo reveals numerous clues. Knowing that “Kitsuné” means “fox” in Japanese, it is no surprise that this creature serves as the totem animal of the house. This canine, characterized by its ability to change appearance and thus have multiple faces, perfectly illustrates the composition of Maison Kitsuné.

Indeed, the house distinguishes itself by its three-pronged activity, with, on one hand, ready-to-wear under the name Maison Kitsuné. Then, the label named Kitsuné Musique. And finally, Café Kitsuné. An exploration of creation under different spectrums that has developed over the years since the house was established in 2002 by Gildas Loaëc and Masaya Kuroki.

The unique DNA of this house is a direct reflection of French culture and the love of music from Gildas Loaëc, combined with the knowledge of fashion and Japanese culture from Masaya Kuroki.

Founded in 2002, after a beautiful artistic meeting between the two founders alongside Daft Punk (of whom Gildas Loaëc was the manager and artistic director), the duo aimed to combine their visions and knowledge to create the concept of Maison Kitsuné.

How has the Franco-Japanese brand developed internationally?

This brand, designed for Japanese people with a particular affection for Paris, has, over the years, conquered the entire world. Demonstrating healthy organic growth from the start, Maison Kitsuné now boasts physical points of sale in Europe (France, England), Asia (Japan, Middle East, Oceania…) and North America (USA, Canada). 38 boutiques, including 3 archive stores, as well as corners in prestigious venues, such as Le Bon Marché, showcase the duo’s creations. An identity that has further developed with Café Kitsuné, currently present in 9 countries.

Among the three branches of activity, ready-to-wear is the one that generates the most revenue for the house.

Why is the Maison Kitsuné ready-to-wear line so successful?

The idea behind the ready-to-wear branch of Maison Kitsuné has been, as the creators emphasize, not to create novelty, but to work on timeless basics while placing a strong emphasis on the quality of materials and the making of pieces, crafted in France, Italy, the UK, and Japan.

The wardrobe offered by the independent Parisian fashion house highlights timeless pieces that remain on trend, featuring solid colors or some playful graphic patterns that can charm us for years. The house’s logo takes part in these minimalist pieces, adopting various silhouettes and becoming a strong emblem.

The creations are thought out around a link between Tokyo and Paris, and have been created over the years by different artistic directors. The house has also worked with a creative studio approach, like other houses, to showcase Guest Designers for a season. Currently, the British Marcus Clayton brings his vision to the house, with a first collection created for Spring-Summer 2023.

What role do collaborations play in the brand’s success and visibility?

Maison Kitsuné also stands out through numerous collaborations that complement its personal range. The collaborations highlight a shared vision between two brands, or between two branches of the house. Indeed, a collaboration with its Café Kitsuné led to a collection of pieces, including hoodies, caps, shoes, tote bags, and even candles and stickers. Casio also joined the collection with the creation of a watch in collaboration.

On the brand side, Maison Kitsuné has creatively partnered with various brand universes. Like Native Union for tech-focused products, a pair of glasses with Khromis, shoes with ATP Atelier, and ready-to-wear alongside Kajsa, And Wander, or even Barbour with their iconic khaki quilted jacket that has collaborated with the little fox.

Recently, the brand unveiled a new collection alongside And Wander. The house previously collaborated with the Japanese label on a range of technical clothing. Here, the winter theme envelops the pieces with a vintage Chalet DNA. On the occasion of this new creative chapter, the brand invited guests, including Loïc Prigent, to a high-end Japanese meal to offer them a dive into the Art de vivre of Maison Kitsuné.

How is music inseparable from the DNA of Maison Kitsuné?

Let us now explore the melody of Maison Kitsuné, or rather the melodies, as the label has propelled numerous artists, and has also distinguished itself through its compilations.

Music is inseparable from the house. Indeed, it is through this medium that the house was born. If we go back to the early 2000s, Gildas Loaëc, who had been working alongside Daft Punk for about a decade, met Masaya Kuroki, who had just completed studies in architecture, and joined them on a tour in Japan to assist with translation. The shared desires for creation, fashion, and music matured, and thus the adventure was launched.

The founders saw music as a gateway to fashion, and a way to promote their ready-to-wear brand. Their collaboration with Daft Punk, along with Gildas Loaëc’s experience in the field, allowed them to create a reliable label structure, enabling them to nurture artists on one hand, and on the other, to create a musical universe unique to Maison Kitsuné.

The artistic fiber has also developed with the spotlight on works from artists rooted in graphic design, painting, photography, typography, and other practices.

How has the Kitsuné Musique label established itself over the years?

The Kitsuné Musique label has thus bet on promising young artists and supported them on the international stage. Among the gems unveiled, we can cite the band Parcels, which made its debut on the label and has remarkably distinguished itself in the field. Also, Two Door Cinema Club was supported for about a decade by Kitsuné Musique.

The label also organizes mix parties to showcase local artists, and furthermore offers an artist residency in the bar space of its Café Kitsuné in Brooklyn.

Today, the label represents artists from around the world, and also showcases them through compilations that have shaped the label’s DNA. These compilations are created around a style or a nationality of artists to discover different talents. They are notably played in the Café Kitsuné to extend the immersion into the house’s universe.

How has Maison Kitsuné become a favorite spot for coffee lovers?

Cafés and restaurants of fashion houses are in vogue. Like the coffee cup from Yves Saint Laurent, that of Café Kitsuné is photographed from every angle. With locations in Europe, Asia, America, and the Middle East, Café Kitsuné offers places with a refined atmosphere, where the decor reflects both the house’s universe and the architecture of the country where the address is located.

How has Café Kitsuné become a recognized barista address?

The Café Kitsuné is not just a simple branded café. The locations cultivate a true love and expertise for coffee. The house has created its own coffee blend to offer a break with flavors that reflect its image and invite you to dive deep into its Art de vivre. Some locations, including one in Paris, even offer roasting workshops, to introduce you to the art of slow coffee, Latte Art, or even Japanese manual brewing.

The cafés also offer a menu of pastries, ice creams, sandwiches, and other dishes that reflect both French culture and that of the country where they are located.

These places blend calm, conviviality, and party spirits, with events organized regularly.

As you have understood, Maison Kitsuné is much more than a ready-to-wear brand; it is a whole universe, or more precisely, an Art de vivre where creation is the central point.

Photos: Pinterest