fur fur
Creative clothing for young women, sprouting from a brilliant mind
When creative director Koichi Chida’s assistant quit some time around 2005, he selected the assistant’s assistant, Aya Furuhashi, to become the designer for a new brand. He named it FUR, after the first three letters of Furuhashi’s name. The name was changed to fur fur in 2008.
It was quite a risky move, he recalled in an interview with Mercedes-Benz Fashion Week TOKYO: “She had only been with us for one or two years at the time and she had never won any contests or anything while attending professional school. She didn’t really stand out to be frank. But, when you see how she writes, or listen to how she speaks, you feel this vibe.”
Chida’s intuition was right on the mark. Furuhashi came up with amazing creations that captured the hearts of young women, and the attention of fashion editors. Not always welcome attention. This was especially the case with the fur fur 2010-11 Autumn/Winter collection which Chida based on the model of an old church that he had found in Europe. Furuhashi used lots of layers in this collection and it was seen as Mori Girl Style. “We started to gain attention as the roots for this look, which led to a lot of TV and magazine interview requests. It was a lot of trouble,” according to Chida.
fur fur shows are events that almost always surprise. They are fiendishly difficult to photograph because of terrible lighting, but the emotional mood that darkness brings with it appears to be very important to Chida.
Chida was born in 1967 and studied creative apparel design and fashion design at Bunka Fashion College. Over the years he has been involved with numerous brands, and collaborated with lots of people and organizations, varying from Brazilian artist Yomar Augusto to the Peanuts characters.
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