Aloye SS15

Start with the name based on a Walloon term meaning skylark, the agile and light bird, and you begin to unravel a bit more about Aloye, a Tokyo based fashion brand. Next, take a look at the utter simplicity from the showcased apparel, it’s not surprising to identify a penchant for straightforwardness from the collection. Lightness and minimalism goes hand in hand, after all.

For the Spring / Summer 2015 collection, Aloye bets it all on color duality and precisely tailored pieces as the main attraction. Taking the ever reliable white and navy blue as the flagship combination, the brand plays and toys using slight variations of quintessential cuts for each garment, like school uniforms. From subtle textures on dresses to blatant monochromatic textiles on shirts, it’s a very precise exercise to make basic apparel attractive; and without resorting to gimmicks.

The photo editorial sets the tone with a very charming and nautical feeling, interestingly enough; this wouldn’t feel out of place as a Resort collection from an established brand taking a break from excessiveness.