business How Comme des Garçons Disrupts Traditional Fashion Norms

How Comme des Garçons Disrupts Traditional Fashion Norms


How Comme des Garçons Disrupts Traditional Fashion Norms

Comme des Garçons is a Japanese fashion label designed in the late 1969 by Rei Kawakubo and over the years became a nonconformist label. CDG as a globally recognized clothing brand that offers unique and out-of-the-ordinary clothing pieces has been a prominent figure in walking an opposite way of conventional fashion trends. This paper seeks to identify how challenges normativity in the context of saving the art world through creativity and novelty.

Breaking the Rules of Design

CDG can be said to be a company that thrives on disruption, a strategy that is informed by the company’s strict adherence to designing contrary to traditional norms. Exterior cuts are frequently diagonal, stitches raw and exposed, and size and shape are not what strictly normal people would associate with beauty. Thus, with the help of the concepts of déconstruction and cultivating the attitude to imperfection, CDG undermines such stereotypes belonging to the old paradigm which implies that fashion must be perfect and abide by all the standards.

Embracing Imperfection and Deconstruction

Among all the principles, which guide CDG, the inclination toward imperfect and deconstructed appearance is perhaps the most significant one. His collections are frequently items that are as if they have been worn to shreds and stitched together haphazardly, holes torn, and components of different materials and patterns. This kind of aesthetic relies strongly on the opposite besides the typical notion of perfect beauty and seams that are immaculate with no flaws.

Gender-Fluid Fashion

This is accompanied by the fact that AWG was a pioneer in the market for gender nonconformist fashion before this topic became popular. MEN %AE WOMEN’S WEAR: Kawakubo also hates gender divisions and her clothes tend to mix its aesthetics throwing together elements of menswear and womenswear. Thus, CDG negates the traditional polarisation of gender regarding dress codes in fashion, which has marginalised other possibilities and approaches to clothing.

Conceptual and Thematic Collections

CDG’s presentations are more of conceptual shows that contain themes and are more like performances than the usual conventional runway shows. Every collection has its concept or story, the models present Tortorella’s ideas and visions, which are stunning, intense and provocative shocking the spectator. This effectively challenges the typical concept of fashion as a business and brings out its facets as art.

Innovative Use of Materials

CDG also causes disruption to conventional fashion norms in matters concerning materiality. Kawakubo often plays with the fabrics and textures using such materials as plastic, metal and even paper in her clothing creations. It has introduced the fashion industry to the use of new materials and approaches that go against the prevailing conventional use of textiles in the industry this technique encourages and supports fresh thinking in fashion design

Anti-Fashion and Normcore Movements

‘Comme des Garçons’ is associated with the anti-fashion and normcore trends that are closer to the minimalistic and practically-oriented concepts in contrast to the mainstream glamour fashion.. Thus, Kawakubo’s aesthetics of simplicity, typified by lines without frills, black and white color schemes with an occasional leather note, and a focus on utility, appeals to consumers who are disillusioned with fashion’s cyclical tendencies. Such an attitude is contrary to the constant change and brings more reasonability and timelessness to the trends.

Subverting Commercial Expectations

Due to the fact that the show business is all about hits and productions tailored to fit the expectations of the largest audience, CDG seems to be an absolute opposite for its rejection of popular trends. Kawakubo has been keen on the concept above anything else; therefore, design and sell clothes that cannot be worn or their purposes cannot be easily explained. This un swerving commitment to individuality interferes with the commercialization process of the fashion business and challenges designers to be creative.

Collaboration and Curation

Similarly, the brand has shaken up conventional fashion conventions via its unconventional collaborations and selected tasks. The brand works with everybody, from athletes and skateboarders such as with Nike and Supreme, to extra-profits luxury manufacturers like Louis Vuitton. These partnerships unite various creative universes, and therefore create collections that are unexpected as far as brand’s aesthetic and accessiblity are concerned.

Rei Kawakubo’s Influence and Legacy

This is where Rei Kawakubo and Comme des Garçons touch and inspire many more aspects than just the fashion brand. Professionals, particularly designers, all around the world have been influenced by Kawakubo, primarily due to her gutsy nature and audacity to experiment. She is carrying through her ideas in the increasing number of fashion oriented and designers who have taken the path of non-commercial avant-garde vision, diversity and freedom of creativity.


’The gigantic role of ‘The COMME des Garçons can not be overestimated in regards to fashion industry. Thus, the basic principles of deconstructionism, gender neutrality, pursuing detailed design, and a commitment to preserving artistry give CDG credit for continuing to challenge the conventional standards of the fashion world that have begun to evolve into a more progressive marketplace for creative artists. Kawakubo as a manager and a creative director turns a spark, which in the fashion context means searching for the avant-garde and exploring what is forbidden as the driving force that defines the unexpected and the inspired.


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