Dover Street Market’s Paris outpost is buzzing with excitement as the top floor showroom unveils the retailer’s first-ever own-brand fashion collection. Buyers are eager to explore the new line, which includes incubator brands like ERL, Rassvelt, and Phileo, as well as the debut of the DSM brand designed by Kei Ninomiya.
Ninomiya, known for his innovative Noir label, explained that the DSM brand is a departure from his usual aesthetic. “This is completely different to Noir. It’s an original brand from Dover Street Market. So I wanted to think about its philosophy, identity, and DNA,” he said. The collection pays homage to the diverse community of DSM, drawing inspiration from educational institutions with pieces like poly-jersey jackets styled as oversized school blazers adorned with crests featuring the iconic elephant motif from DSM’s Ginza outpost.
The collection also includes ‘DSMU’ team sweats, track pants, t-shirts, socks, and stadium jackets, as well as school ties, collegiate cardigans, pleated skirts, and jersey duffle coats in collaboration with Gloverall. Available for sale at Dover Street Market locations worldwide, the collection will also be offered at wholesale in cities where DSM has yet to establish a presence.
Featuring a diverse cast of models including DSM retail staff and friends like Carla Sozzani and ASAP Nast, the collection’s lookbook is a celebration of the global sorority of style and fraternity of fashion that DSM embodies. Ninomiya will continue to oversee the design of the collection, with plans to collaborate with other brands in future seasons.
As DSM’s own brand embarks on its inaugural season, there is anticipation for future collaborations and expansions beyond this initial launch. Stay tuned for more exciting developments from Dover Street Market’s latest venture into fashion design.
