Oz launches Japanese dream
Yu is the brain child of designers Yu Konishi and Kyoko Tasaka, whose 10 year working relationship included leading design roles for labels such as World KK, Sanyo Shokai for Paul Stuart, and the Burberry Blue Label before they joined forces in 2002.
Having researched and planned womenswear label YU for the past three years, the pair last week formally debuted the brand to stockists and media in Sydney.
Titled 'Brave New World' and positioned as "femininity with attitude" the 25-piece collection features dramatic lines and volumes countered by structured tailoring to emphasize the body's lines. A bold palette including fluoro and metallic hues teamed with utilitarian fabrications brings a futuristic dimension to the designs.
Having moved to Sydney in 2006, Yu staged a soft launch last season with its 'Birth of a New Muse' collection, but the current media and buyer showings signalled the brand's formal release into the Australian market, Konishi confirmed.
"Australia's leading role in fashion in the Asia-Pacific meant it was the perfect platform to launch the brand," he said.
Describing Yu's distribution strategy as "a work in progress", the brand's prices - ranging from $400 to $1,500 - reflected its high concept design, quality and finish, he added.
"Being trained in Japan and working for large design companies means that our expectations are high. We demand the highest quality in technique, fabric and attention to detail, as is expected by the women who wear our clothes. The price points reflect this."
Nevertheless Konishi and Tasaka's modest appraisal of their creation belies both its cost and its striking aesthetic.
"We do not necessarily see a gap in the Australian market. There are so many great designers who work here. Our hope and goal is to bring another fashion perspective, an additional mood and connect with women through our passion for design."