MASU: Dark Beauty

January 21, 2024

by Z. Cross

Photo by TOTEM FASHION at MASU’s Paris Fashion Week, FW 2024.

MASU, the Tokyo-based Japanese fashion brand, boldly confronts societal biases with a profound awareness of the human experience. Guided by the creative vision of designer Shinpei Goto, the brand delves into the ever-shifting consciousness influenced by contemporary trends, generational shifts, and the evolving tapestry of lifestyle.

Goto’s distinctive perspective uncovers beauty in the unconventional, seeing angels in the wings of bats and finding allure in remnants of cake. Breathing life into the collection, Goto infuses it with the unspoken private feelings individuals hold dear.

The Fall Winter 2024 collection takes on an introspective tone, weaving liberating narratives driven by empathy. Skillfully marrying clear external appearances with delicate intricacies, the designs draw inspiration from the sharpness and roundness coexisting in a bat’s essence.

Metaphors abound in the collection, with cap holes resembling fangs adorned with rhinestones and satin puffer jackets evoking the imagery of bandages. The juxtaposition of damaged shoes complemented by rhinestones adds a unique touch, further accentuating the theme.

Exploring the theme of solitude and beauty not as contradictory but complementary, raindrops and stains find representation in studs on double-faced coats and laser-cut holes in leather jackets. Symbolic leather cake bags become treasure chests of future happiness, adding a layer of metaphorical depth.

Bold ‘kirakira’ elements shining amid dark color tones authentically capture MASU’s identity. On the runway, Goto’s envisioned “Dark Heroes” wield affection and tender gazes, subverting conventional notions of strength. This collection showcases a diverse approach to vintage with a Japanese sensibility, challenging preconceived notions associated with darkness, dirtiness, and sadness.

MASU’s narrative is an affirmative embrace of paradoxical elements, proclaiming the beauty in rain, aloneness, and the coexistence of seemingly contradictory elements. Through fashion, MASU invites us to reconsider forgotten aspects of everyday life and find beauty in unexpected places, fostering a deeper connection between fashion and the human experience.

Check out some of our favorite looks from MASU’s Fall/Winter 24 collection.