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Masato Jones is easily recognisable as one of the latest emerging labels to come from London’s stylish set with a keen eye for detail and iconic prints. Originally from Saitama, Masato studied at world renowned Central St Martins before embarking on his own label in 2011. For a label in its extreme infancy, it has amassed a cult following on social media, proving the worth and popularity of this brand
The 2014 collection is a clever mix of fresh florals pieced exquisitely with pops of fuchsia to give punch to some pieces. Paired with this is a cleverly subdued palette of taupes and soft grey, which allows the collection to remain cohesive and complimentary with its styling. The silhouettes are kept minimal,with a strong emphasis on a seductive cut. The angel sleeve shift dress (£215) is exceptional in its simplistic cut and powerful ‘of the minute’ floral print.
In addition to the bespoke made pieces is the incredibly easy to wear range of printed t-shirts and sweatshirts. Iconic prints have ranged from the hugely popular ‘Bunni’ tee to the most recent ‘butterfly love’ tee (£24.95) which I just had to add to my ever growing and long suffering wardrobe. It’s not true that you can have too many clothes, I look at it as having more options. Masato is definitely an option which I am happy to invest in. The tee is available in one colour currently and is only printed in a maximum of 100, which ensures you can get real originality and those illustrious ‘must have’ pieces.
Of course, as with a lot of independent labels, Masato is very much reliant on the incredible world of social media to help further drive education in the label and its products. By amassing over 116,000 followers, it’s hard to deny the desirability of the brand. Masato will be exhibiting at the Oxford fashion week (3rd- 9th March 2014) which will further help to promote this exciting brand and catapult it into the forefront of many fashion conscious consumers’ minds.
Below is a concise list of items, which I believe are key pieces for the forthcoming spring/summer season:
Water flower linen shirt (£145)
The soft handling of the linen fabric base makes for a very easy to wear to piece. The print is a perfect way to introduce print and florals within a male wardrobe. The subtle colour palette and gorgeous fluid print can be paired effortlessly with a pair of drainpipes and brogues for a relaxed casual look. I would also wear this with black skinnies, converse, and biker leather for a more grunge led aesthetic
Frog design sweatshirt (£39.95)
An extremely kitsch and humorous frog print is worked well into this sweatshirt for a unique and transitional piece. A styling tip would be to pair with a lumberjack style shirt layered underneath, a pair of tailored harem pants, and loafers.
Dr M t-shirt (£24.95)
Again the prints are given a sketchy and animated look to them. The tee also bears the Masato name below the bold print. Pair with black drainpipes, an oversized hoody, and converse. Perfect for those days where making a vast effort just isn’t appropriate. This is the perfect tee for introducing into everyday casual looks
Masato do an incredible job at giving their customers only the best and I am extremely excited to see how the label grows over the next year. The whole range is available via their official website: www.shop.masato.co.uk
For further information please also visit the Twitter account: @masatostudio
