Cutie overload







From Pokemon bling to fuzzy joggers, clothing brand Cutie is the newest thing we aim for.

YOUNG STAR: How did you come up with the name?

THE CUTIE WHO SHALL NOT BE NAMED: We always keep it cute. It’s also inspired by the Japanese streetwear magazine called Cutie.

Can you describe your target customer?

In our mind the Cutie girl is someone you would like to know and hang out with. She also has a very distinct style; a good eye for unique thrift finds and a great sense of style, mixing high and low fashion.

Who is your dream Cutie?

We love all the Internet famous girls… Cyber girls, health goths, all the cute Tumblr culture girls and Japanese It girls. Our ultimate dream is to dress Kiko Mizuhara, Hirari Ikeda, Sandara Park, Miley Cyrus and Kylie Jenner.

Bootleg Pikachus and brand logos are a running theme in your first collection. What was the inspiration behind it?

From years of thrifting! You see a bunch of bootleg designer items, so basically the collection is inspired by that and the bootleg stuff that you find in Divisoria. The first collection is like a mix of Fruits magazine and bootleg items you find in bazaars and thrift stores.

In your own words, how would you describe the brand and its direction?

It’s a future Internet It girl’s closet.

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Cutie is available at Soma at Green Sun Building, 2285 Pasong Tamo Ext., Makati City and on Instagram at @cutiethelabel.

Assisted by Pax Guillermo

Styling by Sam Potenciano

Modeled by Celene Sakurako

Shot on location at Soma at Green Sun

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