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Discover the Newnow 2025 Fall/Winter Collection

The latest offering from Newnow, a brand founded by actress Nana Eikura and stylist Miyuki Uesugi, unveils its 2025 Fall/Winter collection, which emphasizes the essence of contemporary femininity. With a concept revolving around "clothes that embody the ever-changing present," Newnow continues its commitment to creating garments that resonate with fashion enthusiasts.

A Brimming Sense of Freedom

In its fourth season, the 2025 collection advances the portrayal of a "mature and free woman." This new lineup is infused with an exhilarating aura of openness, reflecting strength, grace, individuality, and a playful spirit all at once. By offering simple yet sophisticated designs, Newnow encourages women to revel in the joys of "the here and now."

The imagery for this collection has been skillfully captured by photographer Seiji Fujimori, showcasing the brand's dedication to quality, elegance, and the inner strength embodied within its designs.

Diverse and Engaging Offerings

The collection features a rich array of items crafted from high-quality wool with the perfect amount of texture. Noteworthy pieces include a beautifully structured shirt and painter pants, alongside a modernized classic military-inspired short blouson. Each item is designed to complement individual expressions while allowing for a free interpretation of style.

The collection goes beyond clothing; during the order event, attendees can also explore exclusive jewelry by REFINE METAL, renowned for its sustainable repurposing of precious metals, as well as collaboration hats designed by the Japanese hat brand ENTWURFEIN. These elements expand the Newnow universe with diverse and vibrant offerings.

Highlights from the Collection

Wool Twill Shirt - ¥51,000 (Tax Included)

This exquisite shirt uses a durable yet beautiful wool fabric that minimizes pile. The moderate structure enhances the silhouette, and it pairs perfectly with wide-leg trousers or skirts for a refined look. The garment is also practical, as it resists wrinkling and is machine washable.

Painter Pants - ¥56,000 (Tax Included)

A perennial favorite, the painter pants have been crafted this season with superior 100's lambswool double weave. Notably soft and luxurious, they offer warmth and comfort, making them suitable for winter wear.

Jumpsuit - ¥96,800 (Tax Included)

This modern take on classic workwear, featuring Western motifs, includes carefully designed details such as yoke lines and piped sleeves for a sophisticated appeal. The back waist features elastic gathering for added comfort.

Stand Collar Blouson - ¥85,800 (Tax Included)

A contemporary reimagination of the classic military blouson, this short blouson is made from moleskin fabric treated for water resistance. The soft texture and functional high stand collar combine style and practicality effortlessly.

A Message from the CEO

Nana Eikura emphasizes that the philosophy of Newnow has consistently focused on delivering effortless collections designed to enhance daily life with a touch of elegance. The aim is to craft garments that seamlessly meld into everyday situations while elevating one’s confidence and experience. This season’s line offers not just clothing but also jewelry and hats that elevate outfits, curated for a uniquely special shopping experience.

Collaborations for Added Depth

REFINE METAL x Newnow

Participating in the REFINE METAL PROJECT, Newnow embraces sustainable practices to enhance the transparency and traceability of jewelry in the industry. This series includes playful designs inspired by the brand's mascot, aneba, along with diamond-studded logo earrings that catch the eye of modern consumers.

ENTWURFEIN x Newnow

With the collaboration with hat designer Shino Nagumo, Newnow innovates with its first hat collection. Features include a waterproof bucket hat perfect for everyday wear or vacations, alongside an Amish hat that adds a delicate touch to casual styles.

Event Details

The order event will take place at LA COLEZZIONE UNO on the first floor in Minami Aoyama, Tokyo, from June 6 to June 8, 2025. Attendees can enjoy exclusive pieces and a special shopping experience. An online order event will also be held from June 4 to July 2.

For more details, visit Newnow's official site.

With patience and creativity, Newnow strives to embody the spirit of "living in the changing now," resonating with those who appreciate the artistry and subtle beauty of modern fashion.