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Masu Men’s Fall 2024

For the off-calendar debut of Tokyo-based brand Masu, designer Shinpei Goto left a box printed with a devilish face on each seat. Inside was a sparkly toy shaped like a slice of cake and candles.

The point? Don’t judge a book by its cover.

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“I see the beauty in what people often see as dirty things. There is goodness in everything. I am motivated to design by feelings of discomfort and anger in life. We transform that frustration into humor and kindness to assemble our collection,” Goto said backstage through a translator.

Set in gritty Eastern Paris art space Le Consulat, the show began with a slew of dark looks. Standouts in this section included a leather biker with metal chains dangling from the shoulders, a velvety polo shimmering in the dark, cutout caps that leave a devilish shadow on the face, and crossbody bags inspired by cake boxes.

The collection transitioned to a more streetwear-focused part, offering a cropped denim jacket with cigarette burn holes, rhinestoned flare jeans, and a work jacket covered with a spiderweb pattern, before going full angelic with models in iridescent sequin numbers closing the show.

Coupled with the presence of Verdy, the mastermind behind Backpink’s “Born Pink” world tour last year, this array of realistic-meets-kitschy wares made for an intriguing debut.

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Launch Gallery: Masu Men's Fall 2024

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