ANTEPRIMA and the Poetry of Impermanence
PublishedAt first glance, fashion seems obsessed with the new. Every season brings another collection, another cycle, another moment quickly replaced by the next. But ANTEPRIMA approaches the idea differently in...
At first glance, fashion seems obsessed with the new. Every season brings another collection, another cycle, another moment quickly replaced by the next. But ANTEPRIMA approaches the idea differently in its latest Fall–Winter collection by asking what happens when fashion pauses and listens to time instead of racing ahead of it.
For this season, the brand entered a quiet dialogue with Japanese contemporary artist Aiko Miyanaga, whose installations explore impermanence through fragile materials like salt, glass, and naphthalene. Her work captures the moment just before something disappears - a poetic reminder that transformation often holds the deepest beauty.
Aiko Miyanaga "Suitcase Key" Naphthalene, resin, mixed media
Creative Director Izumi Ogino translated that idea into clothing. The result is a collection that feels almost meditative, built on contrasts between transparency and warmth, softness and structure. Cashmere, a signature of the house, becomes something more than a material here, almost a “vessel of memory,” wrapping the body while carrying traces of time.
Even the color palette moves between two emotional landscapes. One is grounded in nature: moss greens, dusty pinks, and warm neutral tones. The other feels more mineral and atmospheric, with shades of grey, peacock blue, and crystalline white, inspired by the fading materials found in Miyanaga’s artworks.
Among the pieces, organic oval-shaped bags stand out - forms that seem almost suspended in motion. Encased pearls inside transparent resin create the feeling of time frozen mid-flow, echoing molten glass that has just begun to cool.
What makes this collection particularly interesting for us at HAY-HAY is the philosophy behind it. Instead of presenting luxury as something fixed and permanent, ANTEPRIMA suggests something softer: that beauty may live precisely in what changes, fades, and transforms.
In a world that often celebrates speed, this collection feels like an invitation to slow down, to notice the quiet traces that time leaves behind.
As Ogino reflects:
“Within what fades away lies true beauty and memory. May we cherish this very moment.”
