Maison MIHARA YASUHIRO – Spring-Summer 2025

[PERSONA Part Five]

When I came to, I was on my bed. I had no memory of the night before.
There was just a half-eaten apple lying there.

I tried to retrace what had happened, but this lost time and memory of mine were pixelated.
It was like a porn video.

What’s the use in remembering anyway?

It ’s pointless.
I should give up.

I  doesn’t bother me not to be able to see it.
It’s not uncommon for a man to lose his memory of the  night before.
Right, this persona that is “ I ” is like a pair of tight bikini bottoms and must not be looked at directly.

No, I must not look.
I must not look.

I must not look.

MIHARA YASUHIRO

An indifference to our essential personalities is being hastened by the bloat of superficial, one-dimensional personas. For all things, the surface level alone is consumed frvolously, and the stories that are supposed to lie in the depths have vanished.

The boundaries between the public and the private have dissolved, and the nature of individuals and the collective head toward becoming indistinguishable. Before realizing it, the masks preserving anonymity are replaced by the personalities themselves, revealing the backside of the facial expressions, the side that must not be shown. The 2025 Spring/Summer Collection started out with the intention of projecting this ironic pretense into its designs.

The MA-1 and denim jackets consisting entirely of front panels reveal the superficial and depthless facial expressions of us humans. Shirts and blousons made to look like the front from either side tie in with the mood of an era where the preconceived notion of front/back has broken down, or fails to form before even having the chance to break down.

In continued collaboration with TALKING ABOUT THE ABSTRUCTION (TATA) since the 2024 Spring/Summer Collection, the essence of the underlying designs paradoxically rise to the surface through transfer prints that evoke masks stuck to bare faces .

The new “SCOTT” and “LARRY” sneaker models, distinguished by the irdistorted, deformed soles, lucidly showcase the unwavering core of Maison’s symbolic presence.

Maison MIHARA YASUHIRO
Spring / Summer 2025 Collection

Staff Credits

STYLING FOR MENS : Mihara Yasuhiro & Team
STYLING FOR WOMENS : Yukari Ohta@SLEEPINGTOKYO
HAIR : Martin Cullen
MAKE UP : Masae Ito
NAIL : Eri Narita
CASTING DIRECTOR : Henry Thomas
SHOW PRODUCTION : Devi Sok (PARIS) / Michio Hoshina@PLANKTON (JAPAN)
LIGHTING PLANNER : Ryo Kawamura@art brain company
SHOW VIDEO : Andrea Angelini
RUNWAY PHOTO : Luca Tombolini
BACKSTAGE PHOTO：Ko Nakano
INTERNATIONAL PRESS : DLX Paris
UK & US PRESS : PURPLE
CHINA PRESS: Seiya Nakamura 2.24 INC