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The collaboration between the award-winning Japanese designer and Adidas began in 2003 – and ten years on, the brand has become a favourite amongst celebs, including the likes of A$AP Rocky, Willow Smith and David Beckham. So if you’re rocking the balaclava-chic like A$AP or taking tips from a very cool 12-year-old, then Y-3 is the brand for you.

Inhabiting a renovated building originally built in 1838, the street-chic sanctuary is all futuristic, monochrome, mirror effects and mood lighting — pretty much how we picture Yamamoto’s bedroom to look like. It’s the brand’s second London store in collaboration with partner brand Hervia, alongside their flagship Central London store. The new branch will house the AW13 collection, carrying the full range of menswear, womenswear, footwear and accessories.

In keeping with Y-3’s approach, the store merges minimalist chic and techno-bling with a new lighting system that changes settings depending on the display — perfect for moody trend-setters and fickle fashionistas. But without getting too sci-fi, the store also keeps intact the building’s distinguishing Victorian features, such as its arch windows and steel pillars.

So why not head down to Covent Garden and hip hop into the new Y-3 store — if you fancy feeling like you’re in a sci-fi remake of American Psycho.

Words: Nadia Younes

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The Galleria Vittorio Emanuele II is a landmark for any lover of Prada — after all, it is where Mario Prada opened his first store a century ago, igniting a chain-reaction of Italian leather-obsessed fashionistos across the globe. So it comes as no surprise that the designer label wishes to honour its one hundred years of fame and luxury with a massive project in the heart of the Galleria.

The first phase of the project is one for the boys — the new shop on the ground floor will permanently house the men’s collections. Opening its doors today,  the menswear store signifies a very modern approach to Prada fashion, while the facade and interiors are made to reflect the more historical aspects of the Galleria.

The Prada Galleria Project will transform the Galleria with collections, food, and an immense art-preservation project. Along with the Galleria courtyard, seven architectural marvels in the Galleria, as across Milan and Venice, will be restored and protected under the Fondazione Prada, and a 7-story tower will be constructed to house the restaurant, permanent collections, an auditorium and museum exhibitions. This is a one-stop-shop for the fashion elite.

Words: Elise Marraro (follow Elise on Twitter @PardonMe_Lissie)

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What was it that first made you want to get into fashion and designing?

Some people put clothing on and they don’t really notice why they’re wearing it, but I’ve always been into fashion and paid attention to what I’m wearing. I put clothes on, and I don’t necessarily spend a lot of time thinking about it, but I always wonder what I’m doing with it, what’s its functionality…

The collaboration with Saint is a celebration of the “Best of British”. Why is the homegrown link so important to you?

I’m really behind manufacturing in Britain, so anything I can produce here I will produce here. More than half the line is made in Britain, and that’s important to me.

How long did it take before you felt like you’d made it in the fashion world?

A long time! I opened my first store when I was 22, and it’s been a really long slog, but opening on Soho’s been great: it’s nice to be on home turf.

And why did you decide to extend the brand to womenswear?

My feeling was that there was a bit of a gap in the market for more androgynous kinds of pieces, and so I’ve just slowly moved into that. I actually employed a womenswear designer about a year ago – I was producing clothing that was too male!

What has been your proudest fashion moment to date?

My last show at London Fashion Week (autumn/winter 2012/13). I didn’t really think I could do a venue like that – it was a big venue (Courtyard Show Space, Somerset House).

So who would your ideal client be?

We’ve had all types of people in our various stores over the years. I’m here for the customers, and it will be like that forever. Essentially, if anyone asks me what I do, I’m a shopkeeper. It’s what we do: keep shop. So, no, I don’t really have an ideal client so to speak. But I do have a guy in mind who knows about clothing; he’d mix us up with other brands as well, and he’s probably going to have been shopping with us for quite a while. Building a base is really important, it just takes time…

What are your directions for the future?

I’ve got quite a few future projects going on, mostly to do with colour: colour blocking and bright, faded colours. There’s quite a lot of that going on. Spring/Summer’s a bit of a nightmare at the moment, and we’ve got to have it ready by 15th June, but, anyway, we’ll get there…

Words: Samantha Southern
Photos from Oliver Spencer’s London Fashion Week show: Hatnim Lee

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