There’s no question that the fashion industry is one of the biggest lucrative sectors dominating global commerce today. This multi-billion dollar industry is home to some of the world’s biggest retail brands that either cater to mainstream consumers or to high net worth clients whose preferences lean towards the luxury goods market. But for every H&M or Chanel out in the business of fashion retail, there is always one outlier who dares to defy all conventions, and that brand is none other than Comme des Garçons.
Although the moniker may sound French, the brand is actually a Japanese fashion label founded by designer Rei Kawakubo (pictured below). Comme des Garçons (translated into English as “like the boys” and often abbreviated to CDG) has made a name for itself as a retail brand that embodies the philosophies of an avant-garde lifestyle and encouraging curious consumers to step out of their sartorial comfort zones. At once anti-establishment and commercial-friendly, CDG perfectly exists in the liminal spaces between fashion, art, and commerce.