Usually you’ll find Nanamica hanging out along scenic coastline, sharing the horizon with sandy dunes & rockpools – but recently they’ve traded all of that for… London.
Yep, that’s right – Nanamica have travelled 6,000 miles from their homeland of Japan to land in the big smoke. We’re not sure whether it was the phone boxes, roadworks, or concrete that drew them here, but we’re confident they’ll have found all three in generous supply.
The real reason for the brand’s visit is to shoot an editorial, which perfectly captures the versatility of their garments – somehow, they look just at home on the shoreline as they do in Shoreditch.
The models used for the shoot aren’t really models at all, just genuine Londoners. Balding dogwalkers, young professional couples and school kid bicycle bandits. Nanamica’s reliance on real people elevates the editorial, showing just how naturally their clothes fit into everyday life. Though each individual looks – and likely lives – very differently, none of them look out of place in Nanamica’s garb.
As for the clothing itself, the images spotlight several iterations of the brand’s GORE-TEX outerwear – from smart double-breasted coats and long trenches to more informal Cruiser Jackets. Each piece works effortlessly with the rest of the wearer’s outfit; even without the hand of a stylist (which we suspect was never involved), it’s a testament to Nanamica’s highly wearable, minimal design.
And London, as ever, looks incredibly like London. A blur of skyscrapers, traffic, and busy people.
Busy, but stylish people, that is. Thanks to Nanamica.
Find out more about Nanamica’s SS26 range here
