BEAMS PLUS 2017 AUTUMN & WINTER

ORIGINAL COLLECTION

SESON CONCEPT

The Subterraneans

2017年＜BEAMS PLUS＞秋冬系列以以上世纪50年代的文学运动为主题，"The Beat Generation（垮掉的一代）" 为关键词，为大家呈现秋冬新风尚。

第二次世界大战之后，美国进入经济文化高度发展的黄金时代。当时的美国青年发起了反对墨守成规、质疑以成人为中心的文化和拒绝复制父辈生活的思想运动。抛弃既定人生规划的年轻人，漫无目的的旅行同时寻找人生真正的价值，并且将这股风潮从美国东海岸带到了西海岸。在这过程中，不断被文学与音乐充斥的年轻人们，以美式传统为基础，诞生了具有思想性的即兴混搭穿着风格。

而本季的BEAMS PLUS系列，以Jack Kerouac 代表作《The Subterraneans》为主题，重现 1950 年代的各类型风格定番单品。

以当时的服装为基础，加入最先端的材质与机能的＜BEAMS PLUS＞系列，聚焦The Beat Generation的混搭感。受到常春藤联盟到一般的市民百姓广泛喜爱的短款防寒夹克，可以说是美国黄金时代的代表服装。本次BEAMS PLUS通过高超的技法将50年代的独特款式进行复刻改良，从而设计出与众不同的双面夹克。M-43作为棒球夹克不可动摇的始祖之作，本次在保留当时创新性细节的同时，采用高科技材质，在轻量性与防风性方面进行改良。

从任何规则的独创性叠穿风格，起始于地下街年轻人的夹克休闲风格以及常春藤联盟的学院风格中得到启发，加入当下流行的街头精神，本季BEAMS PLUS将美式经典男装再次升华。

"The Beat Generation" is the keyword of the BEAMS PLUS 2017 autumn & winter collection. It's the cultural and literary movement led by the US young anti-conformists in the 1950's after the WWII. They avoided the adult-centered culture and the prepackaged-life from their parents. Instead, they traveled from the east to the the west or to foreign countries with no aims, which eventually led to their new styles of literary works. They styled themselves uniquely with some improvised twists based on the American traditional styles. This season's BEAMS PLUS collection theme "The Subterraneans" is the title of the famous Jack Kerouac's novel on such young Beatniks.

Based on the BEAMS PLUS unchanging concept "American Traditional Style", the coming season will focus on a laid-back style with sense of confidence and insouciance, updated with modern fabric and function. The short reversible blouson is with 1950's patterns printed by the modern technology. The M-43 jacket, a symbolic jacket loved by the Americans including the Ivy leaguers, is made of light and wind-breaking hi-tech fabric with the original details.

The styling presented here are inspired by the dress-down styles of the Beatniks and nerdy Ivy looks, finished with today's street minds.

CONCEPT

上世纪40年代中期至60年代中期的美国，在前所未有的好景气之下，政治、经济、体育以及文化等多方面迎来了巨大的成长。而这20年间，也被称为美国历史上的「黄金时代」。因战争胜利以及国力的飞速发展，需求也日益增加。在合理主义的基础上，生产开始系统化，适应各种场合与风格的「制服」得到全新的诠释，这也是这一时代的显著特征。

美式传统风格、工装、运动服以及军装风得到正确的定义。充满机能性的细节也通过更加美丽的设计得到展现。而这四大类型也是如今时尚的标准与原点。BEAMS PLUS基于这一时代背景，提案出“现代的基本穿着”。

In the mid-1940s to mid-1960s, so called America’s "golden era", the U.S.’ national strength remarkably grew, taking advantage of the booming economy. During this era, systemized mass production eventually became the mainstream, and various uniforms were modified for more specific scenes.

The fashion standard and origin of today’s basic wear comes from the categories, American traditional, work, sports and military. Universal beauty can be seen in these functional clothing that properly utilizes each significant detail. Based on the historical background of these uniforms, BEAMS PLUS suggests modernistic basic wear with authentic details.