Legendary Designer Yohji Yamamoto: 'Brand Advertising Is Making You Crazy'

yohji yamamoto

Photo: Thos Robinson / Getty Images

At his recent Y-3 10th anniversary show in New York City, legendary Japanese fashion designer Yohji Yamamoto slammed the current state of the fashion world.Yamamoto is a critic of the fast-fashion business — retailers like Zara and H&M that bring the latest fashion trends to stores as quickly as possible.

He has a bit of a rebellious streak, and doesn’t hold back when he has something to say. 

Now, he has some straightforward advice for young folks: fashion isn’t all it’s cracked up to be.

From an interview with Amanda Kaiser at Women’s Wear Daily:

“Let me talk like an old man. Young people, be careful. Beautiful things are disappearing every day.

Be careful.…You don’t need to be [shopping at fast-fashion stores], especially young people. They are beautiful naturally, because they are young. So they should even wear simple jeans and a T-shirt. It’s enough.

Don’t be too much fashionable.…The brand advertising is making you crazy. You don’t need to be too sexy. You are sexy enough.”

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