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Noovo Editions

Noovo Editions is an independent editorial project with online and paper editions. First of its kind in Spain from an unique and contemporary perspective on the international panorama,
Noovo seeks not only to be an aesthetic arbiter but also a cultural mediator at the juncture between Fashion, Photography & Jewellery.
A platform to show the highest level of creativity from around the world

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AirShop
"The idea of creating the project originated in 2006 after visiting Japan. Inspired by the imagery and spirit of modern Tokyo, we want to bring a small part of Japan in Moscow".



"First of all, our eyes were on Tokyo street fashion, then how people dress and how to live with it, as selected images. For the younger part of Japan, and especially in Tokyo, is very important as you look and before leaving the house to the street carefully chosen outfit. That’s how the Japanese are able to combine, as it would seem different at first glance, styles, probably impossible to repeat any of the Europeans. We are very interested in fashion and local brands, which are almost exclusively in Japan and else where in Europe. We decided to start with Japan Fashion Week, and chosen five Japanese brands to the store: ATO, Mintdesigns, Theatre Products, Taishi Nobukuni and Tiny Dinosaur".



"In November of 2007 we opened our store on Petrovsky Boulevard, in the studio of Moscow artist Alexander Petlura, where we immediately attracted the attention of ordinary people and the creative crowd. Continuing the idea japanese spirit, we decided to celebrate Japanese holidays in the store, such as Setsubun, the day of the spring on the lunar calendar, Hana-Matsuri– a holiday for girls in Japan, the O-hanami– cherry blossom festival started, Higan– the autumnal equinox, and others. All the holidays, we try to carry out in accordance with Japanese tradition".



"In July of 2008 we moved to the Teatralny proezd bldg.3, the very center of Moscow, in a historic building– a monument of the 19th century, the former Central Baths. This is a place with a unique history and spirit. In November of 2011 our shop was reconstructed as a result of selling space increased by 2 times".



"From the beginning our concept has been designated as art + fashion and brands are selected based primarily on their creative component. Many of the designers represented in the store, it is not just fashion but most of all are artists.  It’s brands such as ANREALAGE, BERNHARD WILLHELM, HENRIK VIBSKOV or MINTDESIGNS".



"Japan  is a country that inspires. Of course, it is the most advanced technologies for all. But most of all that strikes you is the people in Japan, their relationships, relationships to others, to nature. The Japanese remain children throughout their lives and they like to play. They are not afraid to experiment with themselves and their minds open. And this is certainly reflected in the clothes".



"Modern Japanese fashion is very versatile, ranging from cartoon characters and ending with the monsters of Japanese fashion industry, such as YOHJI YAMAMOTO, ISSEY MIYAKE, KAWAKUBO- COMME DES GARCONS… All accessories are selected with very great care. In AIR we try to bring in brands that you do not buy more neither in Russia nor in Europe, but it is important brands in the domestic Japanese market and are very popular in Japan, it’s such brands as NOZOMI ISHIGURO, PHENOMENON, ATO, AKIRA NAKA , MINTDESIGNS, THEATRE PRODUCTS and many others.  NOZOMI ISHIGIRO spent 12 years in the Comme des Garcons, creating unique items, with an amazing cut and prints. ATO Matsumoto worked at Dior Homme. His clothes: a stylish urban chic with a follow-up activity elements and details. Designers of MINTDESIGNS  are very romantic nature, and in their design tissue plays an important role. Above all, they create the fabric and then, on its basis, its romantic images". 



"All these unique Japanese designers are presented in AIR". You can find also some relevant and interesting names as RICK OWENS, WALTER VAN BEIRENDONCK, GARETH PUGH, OBSCUR, MISOMBER NUAN, ALEKSANDR MANAMIS, ATO, MYKITA, REINHARD PLANK, CA4LA, MIKIO SAKABE, among others".



More Info: http://fashionair.ru

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