Yamagata’s OUNCHAN Brings “Spiritual Couture” to New York Fashion Week
From the serene landscapes of Nanyo City, Yamagata Prefecture, an innovative upcycling brand named OUNCHAN is set to make its international debut. Led by representative and designer Junko Shibuya, OUNCHAN will unveil its collection on February 14, 2026 (local time) at “GFC X NEW YORK FALL WINTER 2026,” held during the prestigious New York Fashion Week (NYFW).
A Japanese Answer to Global Sustainable Trends
In an era where global fashion increasingly values environmental consciousness and the revival of artisanal craftsmanship, OUNCHAN presents a unique vision. The brand champions “Spiritual Couture,” a philosophy that transforms forgotten kimonos, not merely as raw material, but as vessels of inherited “memories” and “prayers.” These cherished garments are rewoven into contemporary attire, bridging the past and the present. By fusing the skilled craftsmanship of Yamagata’s Nanyo region with kimonos imbued with fading histories, OUNCHAN is poised to make a profound statement on the New York stage.
“Mythic Birds” Take Flight on the Runway
The upcoming collection, themed “Mythic Birds,” embodies a profound concept. Each of the 12 looks is envisioned as a mythical bird, carrying the unique sentiments of its original kimono into the world. This symbolizes a heartfelt wish for the future prosperity and resurgence of kimono culture.
For its creations, OUNCHAN utilizes once-worn kimonos. These materials bring a distinctive aged texture and a depth of color rarely found in modern textiles. The brand masterfully combines bold patchwork with delicate artisan techniques to create garments that feel both ancient and entirely new.
Through the art of “draping” (立体裁断), OUNCHAN crafts fluid, wing-like drapes and airy silhouettes that evoke the freedom and elegant grace of birds. Each piece, with its unique story embedded in its fabric, merges with a modern silhouette, transforming into a timeless work of art.
Event Details
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Event Name: GFC X NEW YORK FALL WINTER 2026
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Date: February 14, 2026 (Saturday) local time
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Venue: The Glasshouse (660 12th Ave Floor 6, New York, NY 10019 USA)
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Time: Doors open 13:30 (1:30 PM), Show starts 14:00 (2:00 PM)
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Format: Runway Show
Yamagata’s Terroir on the Global Stage
This endeavor is more than just a fashion show; it’s a bold challenge to transform local resources and industries—specifically kimono culture and sewing techniques from Nanyo, Yamagata—into a global business standard. Underpinning the “Spiritual Couture” concept is a dedication to “time” and “emotion” over mere efficiency, aiming to imbue each garment with a singular, irreplaceable narrative.
Project stakeholders express significant enthusiasm for OUNCHAN’s journey:
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The Yamagata Industrial Support Organization shares: “We eagerly anticipate how OUNCHAN’s skill and passion will resonate on the world’s most prestigious stage, potentially paving the way for new possibilities in our prefecture’s textile industry.”
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The Nanyo City Chamber of Commerce and Industry states: “The story of dormant kimonos in our region being reborn as cutting-edge fashion is a source of immense pride for Nanyo City. We wholeheartedly support this collection, a testament to Representative Shibuya’s dedication and local artisanal skill.”
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Hiroko Kinoshita, CEO of ELN (Overseas Collaboration) and part of the French Fashion Consultant Team, remarks: “It’s truly inspiring to see Nanyo’s artistry and creativity challenge the global pinnacle that is NY. Our professional team, honed in prestigious Parisian maisons, holds high expectations for OUNCHAN’s unique world, where Japanese craftsmanship meets expressive power. May this endeavor open new doors connecting regional culture with international creation.”
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Hikari Fukasawa, Representative Director of Design Lab Inc. (Brand Strategy), adds: “OUNCHAN translates kimono culture into a contemporary context, passing it to the next generation. We see immense significance in the memories and techniques rooted in Yamagata’s Nanyo being presented as new value on the NY stage.”
This presentation at NYFW represents a significant step for OUNCHAN, showcasing how deeply rooted Japanese cultural elements can be innovatively reinterpreted and celebrated on a global scale. It’s a vivid demonstration of how tradition can inspire future fashion, creating a new narrative for Japanese craftsmanship and sustainability abroad.
For more information on OUNCHAN, please visit:
