Barneys New York Collaborates with Coconogacco for Timeless Tradition Project

A Journey into Tradition: Barneys New York and Coconogacco

In a remarkable collaboration, Barneys New York and Coconogacco are embarking on a project designed to create “moments of tradition” in the fashion world. The two organizations will debut their special pop-up event, featuring showcases and sales at the iconic Barneys New York Ginza flagship store from August 11, 2026, to August 25, 2026. This pop-up will take place in the newly introduced space called “UNION SQUARE.”

What is Coconogacco?

Founded in 2008 by the visionary designer Yoshikazu Yamagata, Coconogacco operates under the motto of sharing the love of fashion. It regards fashion as a fundamental human endeavor that respects individual dignity while nurturing creativity that contributes to society. Since its inception, many successful designers and artists have emerged from this educational hub. In 2021, Coconogacco was honored with the Amiko Kujiraoka Award at the 39th Mainichi Fashion Awards, underscoring its influence in the industry.

The Background and Future Initiatives

The journey began last year during the reopening of the Barneys New York Ginza store when the collaboration with Coconogacco was celebrated as the first event in UNION SQUARE. The positive reception from customers highlighted the synergy between Barneys New York and Coconogacco, a partnership rooted in shared values of discovering and nurturing young designers. Following this event, both organizations plan to undertake various initiatives throughout the year, aiming to create opportunities for future creators to connect with society while nurturing “moments of tradition.”

Pop-Up Event Showcase

Within the pop-up space of UNION SQUARE, attendees can engage with collections from graduates of Coconogacco who have garnered international attention. The participating brands include AKIKOAOKI, FETICO, KOTOHAYOKOZAWA, ODAKHA, PILLINGS, SOSHIOTSUKI, and SPOMENIK, alongside Yamagata's own label, written by. Each brand will offer unique items that provide insight into their creative worlds.

Captivating Window Displays

Barneys New York has long been celebrated for its window displays, serving as a “museum of the street” that reflects the culture of the times. This time, with guidance from Yamagata, the windows will be designed by talented graduates from Coconogacco. The theme, “A Giant POP UP Book,” will allow observers glimpses into the designers’ creative processes, rather than just showcasing finished products. With interactive elements that resemble flipping the pages of a book, the display will narrate the story of Coconogacco’s journey.

The main window will feature the dynamic work of Aoi Tsuno and Hana Yagi, both acclaimed in their fields. Tsuno has earned recognition for her contributions to exhibitions at the Metropolitan Museum of Art, while Yagi’s design for Naomi Osaka’s outfit at the 2026 Wimbledon Championships has captured significant attention.

Moreover, side windows will highlight the work of standout Coconogacco graduates, including Akiko Aoki and Kotohayokozawa, known for their distinct approaches and international activity recognition.