Tokyo-based Doublet, helmed by creative director Masayuki Ino, has once again delivered a bold and imaginative collection with its Spring/Summer 2025 (SS25) lineup. First revealed during Paris Fashion Week in June 2024, the collection embraces Doublet’s signature humor and irreverence, reinterpreting classic high-school aesthetics with a rebellious, subcultural twist.

To commemorate the launch, Doublet has set up an immersive pop-up at Isetan Shinjuku, transforming the space into a Japanese idol fan experience. Open until February 18, the pop-up offers visitors a firsthand look at the SS25 pieces while celebrating the brand’s unique approach to fashion, nostalgia, and cultural commentary.

A Rebellious Take on School Uniforms and Subcultures

Doublet’s SS25 collection merges the strict formality of traditional school uniforms with elements drawn from punk, streetwear, and sportswear, turning familiar silhouettes into playful and unexpected fashion statements.

Key inspirations for the collection include:

• Japanese Gakuran and Western Prep Uniforms – Reinterpreted with exaggerated cuts, playful details, and unconventional materials.

• Cheerleader and Football Culture – Subverted into bold, gender-fluid pieces that challenge traditional notions of athletic and school spirit attire.

• Underground and Idol Fan Aesthetics – A nod to Japan’s idol culture, complete with exaggerated fandom references.

Standout Pieces from the SS25 Collection

Doublet is known for its surreal and unconventional takes on fashion, and this collection does not disappoint. Some of the most eye-catching pieces include:

• The Spiver Football Jersey – A fusion of classic sportswear and avant-garde detailing, reimagining the football jersey with a futuristic twist.

• Cheerleader-Inspired Cropped Top – A playful nod to American high-school spirit, but infused with Doublet’s signature humor and exaggerated proportions.

• Oversized Gakuran Blazer – A reinterpretation of Japan’s traditional school uniform, blending formality with oversized, deconstructed styling.

• Badge-Emblazoned Leather Jacket and Matching Pants – A nod to punk and rebel culture, transforming the typical school jacket into a statement piece.

• Lace-Up Sneakers with Spikes – A bold fusion of punk aesthetics and sportswear, injecting a rebellious edge into classic footwear.

By combining sports, school culture, and rebellious subcultures, the collection highlights Doublet’s knack for transforming the ordinary into something extraordinary.

The Isetan Shinjuku Pop-Up: An Immersive Experience

A Japanese Idol Fandom Theme

In keeping with Doublet’s playful and immersive approach, the SS25 collection is showcased through an elaborate pop-up at Isetan Shinjuku. Rather than a conventional display, Doublet has created a theatrical, interactive experience inspired by Japanese idol culture.

• Mannequins are dressed as die-hard idol fans, posed in exaggerated formations to replicate fan frenzy and devotion.

• The space is filled with idol-themed visuals, memorabilia, and stage-like lighting, blurring the lines between fashion, entertainment, and performance art.

• Visitors can engage with special displays and exclusive merchandise, making the pop-up an event rather than just a shopping space.

This approach reinforces Doublet’s philosophy—fashion should be fun, experimental, and thought-provoking. Instead of simply displaying clothes, Doublet invites visitors to step into a curated world where fashion merges with cultural storytelling.

Doublet’s Legacy: Pushing Boundaries in Japanese Fashion

Masayuki Ino: The Mind Behind Doublet

Since founding Doublet in 2012, Masayuki Ino has carved out a reputation as one of Japan’s most inventive designers. Known for his witty, surrealist takes on everyday fashion, Ino blends humor, craftsmanship, and conceptual design to create pieces that challenge traditional fashion norms.

Ino’s rise to prominence was cemented in 2018, when he won the LVMH Prize, becoming the first Japanese designer to receive the prestigious award. His work consistently reflects an anti-serious ethos, proving that fashion can be avant-garde while remaining humorous and approachable.

Doublet’s Signature Style: Humor, Irony, and Playfulness

What sets Doublet apart is its ability to infuse playfulness and irony into high fashion. While other brands often take a serious or minimalist approach, Doublet embraces:

• Unexpected design elements (e.g., clothing that transforms, humorous graphics, and exaggerated proportions).

• Pop culture references (from anime to Western icons, mixed in innovative ways).

• A DIY and experimental aesthetic that subverts fashion norms.

The SS25 collection continues this tradition, proving that Doublet remains a disruptor in the industry—always questioning what fashion can be.

Why Doublet’s SS25 Collection Matters

Doublet’s SS25 collection is more than just a seasonal fashion lineup—it represents a cultural dialogue. By blending school aesthetics, sportswear, and idol fandom, the collection speaks to:

• The fluidity of fashion—challenging traditional masculine and feminine dress codes.

• The intersection of fashion and performance—highlighting how clothing, culture, and entertainment are increasingly intertwined.

• The power of immersive retail experiences—proving that physical spaces still matter in a digital age, especially when they engage customers on an emotional level.

Final

Doublet’s Spring/Summer 2025 collection is a testament to the brand’s commitment to reinvention, humor, and conceptual creativity. By transforming high-school aesthetics into bold, statement-making fashion, Masayuki Ino continues to push the boundaries of what contemporary Japanese fashion can be.

With its immersive pop-up at Isetan Shinjuku, Doublet not only presents a collection—it creates an experience, reinforcing its position as a label that thrives on breaking conventions.