Hypnotique Sense
/Show Day
April 08
/Social Media
Reiju Sato (b. 2002) is a Japan-based fashion designer.
He graduated from Bunka Fashion College in 2024, where he received the Grand Prix in an internal competition, and his work was exhibited at Première Vision Paris. In 2025, he won 3rd place at the Asia Pacific Emerging Designer Fashion Contest.
Drawing inspiration from objects left behind by the passage of time, his practice centers on deconstructing discarded T-shirts and reconstructing them into new materials. Working primarily with natural textiles treated through rust dyeing and charcoal dyeing, he explores the intersection where beauty and decay converge.
He is currently developing works in preparation for the launch of his brand hypnotique sense for the Fall/Winter 2027 season. The collection concept is “ruinphilia.”
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What inspired you to become a fashion designer?
I wanted to use fashion as a way to explore the beauty of imperfection and the natural cycle of change. Through my designs, I express the idea that beauty can exist in every stage of transformation, including decay.
How would you describe your design style?
My design style is conceptual and experimental. I combine sculptural silhouettes, organic textures, and handcrafted details to explore themes of nature, transformation, and impermanence.
What can people expect from your latest collection?
My latest collection explores the beauty of decay and renewal. Through layered textures, distressed finishes, and handcrafted details, I invite people to see transformation as something beautiful rather than something to fear.
Why did you choose decay as the central theme of your collection?
Decay is not simply an ending—it is part of a natural cycle. I wanted to show that change, aging, and transformation all have their own unique beauty.
How does nature influence your creative process?
Nature constantly reminds me that nothing stays the same. The changing textures, colours, and forms found in nature inspire me to create garments that celebrate transformation rather than perfection.