Vowels, helmed by Yuki Yagi, is making its second appearance at Paris Fashion Week, marking a significant step for the brand.
The Spring 2026 collection blends Japanese selvedge denim, retro shirting, and brightly hued knitwear. Yagi's background as a vintage buyer and experience with the American sportswear wave of the 2010s and 2020s strongly influences the designs. The brand adheres to the Shu Ha Ri philosophy, mastering basics before innovation.
Yagi's passion for fashion stemmed from his upbringing in Japan and time spent in New York City. His exposure to brands like Issey Miyake, Louis Vuitton, and Stüssy shaped his vision. He describes Vowels as 'a grown-up Stüssy'.
Yagi compares Vowels' growth to a Pokémon game, emphasizing continual evolution and expansion. His choice of Paris as the location is significant due to its status as the fashion capital.