Thus a collection that recalls the brand’s signatures: understated elegance, timeless silhouettes, and an appreciation of luxurious textiles. It surfaces in cashmere moleskin and soft melton moutons. It was best seen in vintage-inspired treated leathers. Not to mention a smattering of airy cashmere and patterned knitwear. Wherein Iwai isn’t out to reinvent the wheel in terms of silhouette, he continues to innovate in fabrics and textiles. In whole, it captured the essence of elegance.
In an email, Iwai said men’s elegance is about “finding strength through sensitivity, intelligence, honesty, kindness, and fragility.”
What would you like us to know about the AW25 collection?
Like all of our collections, Fall-Winter 25 grew from the seeds of my everyday experiences and thoughts. In the beginning of piecing together the feel of this collection, I drew inspiration from interactions with a friend. I noticed that this person whether dressed one day in an elegant suit, or on another day in some ratty obscure band T-shirt they’ve been wearing since their teens, they somehow always appeared unapologetically themselves. I wanted this collection to explore and convey that sort of individuality that goes beyond clothing itself, that personal charm that can only manifest itself over time and a natural sense of self.
How essential is heritage and/or a distinctive identity in contributing to a brand’s success?
For me, identity is the foundation for creativity, and is the key to creating success, however that may be defined. The two are linked, and heritage can only be formed through having a distinctive identity.
How do you think your brand can spark and sustain desire with so much else going on in the world?
Since launching the brand, our goals and values have remained the same, creating garments that provide our wearers the highest quality, comfort, and a gentle confidence. We hope to be able to continue forward in our own way and hope that the message continues to speak to people.
What defines men’s elegance in a contemporary context?
For me, men’s elegance is existing beyond traditional definitions of “strength,” and instead finding strength in sensitivity, intelligence, honesty, kindness, and fragility.
Do trends still matter?
Our goal with AURALEE is to create timeless everlasting garments, and I think in order to achieve that, we must have one foot in tradition and one foot in modernity. Trends will naturally be an important facet in creating what defines modernity for any given time.
What is your favourite way to compliment someone’s style?
“That really suits you.”
This interview has been lightly edited.
