When people hear the name ‘Comme des Garcons’, a wide variety of images and feelings pop up, proving that the Japanese brand has created an aesthetic universe of its own. This masterful execution of fashion world building couldn't have been fully expanded upon without the catalyst that was the SIX Magazine. Created in 1988, SIX served as a breeding ground for experimental branding with a small twist: the branding rarely (if ever) involved Comme des Garcons’ own clothing. Instead of falling back on conventional methods of fashion advertising, the bi-annual publication incorporated non fashion related artwork and photography to convey the Japanese brand’s collections. SIX also tapped into a wide array of creatives who sometimes weren’t even involved in the industry, and yet this is exactly what gave fashion a breath of fresh air. Not only did SIX solidify Comme des Garcons as an entire entity of its own, it also changed our own perception of fashion to this very day.
