Power of Identity: Memory Fashion Message in Tokyo
Created: 19. 1. 2018 from Vysoká škola uměleckoprůmyslová v Praze

UMPRUM fashion students designed collections reflecting Czech national identity. Works celebrating the 100th anniversary of Czechoslovakia will be introduced in Japan.


A new project of the UMPRUM Fashion and Footwear Design Studio lead by Professor Liběna Rochová called Power of Identity: Memory Fashion Message further develops an already established cooperation between two prestigious universities - the Academy of Arts, Architecture and Design in Prague (UMPRUM) and Bunka Fashion Graduate University in Tokyo (BFGU), a renowned university where emerged world-renowned avant-garde designers like Yohji Yamamoto, Issey Miyake, or Junya Watanabe.

The aim of the project is to present student collections with the theme of national identity at the fashion week of this renowned university. BFGU Fashion Week in Tokyo is an important event for both professional and broad public and is a respected platform for fashion professionals and insiders. Leading industry brands looking for future designers for their creative teams also follow BFGU Fashion Week. Showcase of UMPRUM students' collections is an exceptional opportunity for the upcoming designers as well as for the Czech fashion generally speaking, while at the same time being a remarkable commemoration of the centenary of Czechoslovakia’s independence.     

Power of Identity: Memory Fashion Message builds on previous atelier activities, especially on a project called Japan - a quiet force that students successfully presented at the prestigious Tokyo mall last year. On the occasion of the 100th anniversary of the establishment of independent Czechoslovakia, the Professor Rochová decided to focus student’s work in the academic year 2017/18 on traditions and national cultural history. While creating the collections, students drew inspiration exclusively from Czech culture, aiming that the resulting product becomes a representative and artistically and technologically competitive artefact on both local and international markets. Complete clothing collections, including footwear and accessories were created in cooperation with important Czech producers such as Baťa and Preciosa, collections reflecting national pride, traditional crafts and the cultural and artistic heritage of Czech society. Students also experienced cooperation with large industrial companies directly in production, especially in prestigious Italian shoe factory Kallisté in Venezia. Along the creative process, the progress has been continuously consulted with experts on national culture and art and with academics involved with Czech culture.

The students of Fashion and Footwear Design Studio on Prague UMPRUM University have developed a set of professional collections inspired by Czech culture ready for a performance at BFGU Fashion Week in Tokyo. The presentation in Tokyo in the form of a fashion show will take place on January 30. The premiere performance of student works will take place on Tuesday, January 23, 2018, at the Academy of Arts, Architecture and Design in Prague.

Fashion Show in Tokyo (photo: Czech Centre Tokyo)