Masayuki Ino's Doublet is nothing if not thrilling. The Japanese imprint is grounded in playful design, never taking itself too seriously while projecting a cheerful attitude. For Spring/Summer 2025, Doublet closed the final day of Paris Fashion Week with an anime-inspired fashion festival packed with enjoyment.
Traditional seating was eliminated entirely from Doublet's SS25 runway, welcoming guests onto lycée polyvalent de Turgot's academic grounds. The school's backlot was cleaned and replaced with rolled banners outlining the concealed runway. Like last season, the Japanese imprint continued promoting its local cuisine and provided a hot-and-ready takoyaki stand for hungry attendees to feast on.
Dozens of young students were ushered down the runway in matching 2024 uniforms, crouching down behind the perimeters to unfold the makeshift runway. From Japanese characters to heart-shaped animations, the printed banners donned vibrant illustrations, including "KIDS LOVE GAITE" lettering across them all — hinting at a dynamic partnership with the Tokyo-based footwear brand. Booming beats exploded under the Parisian sunshine, illuminating the 39-look co-ed collection blessed with Doublet's tongue-in-cheek signatures.
The first few looks were packed with mystery, seeing Ino deliver militaristic wool coats accessorized with metallic pompoms. Embroidered cheerleaders danced on V-neck pullovers paired with leather-soaked denim boasting tonal distressing. Football jerseys boasted Spiber Inc. experimentation on central logos, while Doublet played with Levi's signature red badge with its own blown-up variations. The branded tags popped from shredded cardigans with crawling spiders beneath, followed by college varsity jackets with flower sprouting hoods. Show-goers were allowed to show love with custom-made judging paddles, bringing out their inner critics with high-spirited mentalities.
Elsewhere, Canadian tuxedos were protected with utilitarian gilets featuring triple clasped closures and heroic capes. SS25 saw Ino enter the dark side while staying true to his playful authenticity. Here, essential motorcycle jackets prepared for an uphill journey with layered cycling uniforms, while Doublet-branded towels were rebuilt into a wearable look for everyday life. Ino's take on holiday-forward "I Heart NY" tees were reanalyzed with fiber in mind, making us grin with "I Heart Protein" versions complete with a loving uncooked beef.
Take a closer look at Doublet's SS25 collection in the gallery above, and stay tuned for more Paris Fashion Week content on Hypebeast.
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