[WWDJAPAN Latest Issue] Riding the Hip-Hop Wave to a V-Shaped Recovery: Exploring the Second Genesis of 'Mihara Yasuhiro' [WWDJAPAN BEAUTY Supplement: Sustainability, Communicated]

MAISON MIHARA YASUHIRO, renowned for its 'Original Sole' sneakers featuring a clay-like sole, is sparking a global movement. Designer Yasuhiro Mihara, who has paved the way by breaking numerous established conventions, is currently entering a 'second genesis' as a culmination of his career, building a company and brand capable of competing on the world stage.

The cover of this issue features designer Mihara standing in his atelier in Tokyo, surrounded by a vast archive of military wear and art books. The interior delves into the trajectory of the brand, which developed from a footwear brand into a total fashion label, achieving a V-shaped recovery. It spotlights five key people from the operating company, SOSU, who support the creation and business. In addition to a deep dive into the birth story of the hit sneakers that served as the brand's turning point, the issue covers episodes between Mihara and KAMIYA designer Koji Kamiya, and KEISUKEYOSHIDA designer Keisuke Yoshida, as well as the brand's expanding influence in the North American and Korean markets. A long interview capturing Mihara's right-brained and artistic thinking is also included.

Furthermore, the issue focuses on the 2027 Cruise Collection unveiled by GUCCI in New York's Times Square on May 16th, explaining the brand's redefinition of 'what is GUCCI' through the new category 'GUCCICORE.' The final 'Fashion & Beauty Patrol' section spotlights Hisashi Ogura, a former 'Hanaco' editor who now runs 'Snack BAR Editor-in-Chief' in Surugadai, Tokyo. It explores the charm of the 'snack bar' as a special space created by people of different generations and positions, managed by someone with the dual identity of an editor by day and a snack bar master by night.

The supplementary 'WWDBEAUTY' features the annual sustainable beauty special. Sustainability in the cosmetics industry, once discussed in the context of environmental considerations and CSR, has now expanded into a realm of delivering values and experiences to consumers through products, retail spaces, and communication. This feature organizes the trends of sustainability and the progress of the four major companies regarding their own goals. It tracks the initiatives of companies and brands from three perspectives: the evolution of retail spaces, the evolution of distribution, and the evolution of social roles.

The 'evolution of retail spaces' highlights the retail environment building by SHIRO, OSAJI, and BIOPLE, as well as the changing curation of ISETAN Beauty Apothecary. The 'evolution of distribution' explores events aimed at reducing cosmetic loss, while the 'evolution of social roles' introduces cases such as THREE's regional development, and initiatives by KAO, POLA, KOSE Corporation, and ORBIS. Furthermore, through a roundtable discussion featuring next-generation natural/organic brand players and experts, the issue looks toward the future of sustainability in the cosmetics industry. In times of change such as inflation and information fatigue, we invite you to read how the industry is converting sustainability into a 'reason for consumers to choose' them.