Japanese fashion label vowels, created by Yuki Yagi, continues to explore culture and craftsmanship with its new Fall/Winter 2025 collection called “everyday life.” The brand takes inspiration from the Japanese philosophy of Shu Ha Ri, which is about learning traditions, breaking away, and then creating something new.
For this season, the clothes are made using fabrics from Okayama’s Kojima District and dyed with the traditional “aizome” (indigo dyeing) method. This keeps the designs rooted in Japanese heritage while still appealing to global audiences.
To showcase the collection, vowels teamed up with London-based photographer Nigel Shafran, who captured the campaign with a personal and nostalgic style. Shafran said he drew inspiration from “memories of being in the Japanese countryside taken back to London.” His vision reflects simple, everyday moments — from homemade miso made by Yagi’s grandmother to rolling down steep sand dunes, to the energy of people working together in London’s Walthamstow High Street.
The result is a campaign that feels personal, cross-cultural, and deeply human, perfectly matching the brand’s philosophy of blending Japanese traditions with modern, global life.
Detail Info
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Brand: vowels
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Collection: Fall/Winter 2025 “everyday life”
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Designer: Yuki Yagi
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Photographer: Nigel Shafran
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Key Features:
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Fabrics from Kojima District, Okayama
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Traditional “aizome” indigo dyeing method
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Campaign inspired by memories of Japan and London life
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Availability: Now available on the brand’s official webstore
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