Colorful designs from Anrealage’s 2013-14 A/W Collection themed “Color” are being pre-sold. Available until the 30th on the 3rd floor=The Stage of Isetan Shinjuku.

The designs are made from dyes and threads which contain chemical compounds called photochromic. Photochromic is used in UV checkers and sunglasses; its molecular structure changes in response to sunlight. The colors of the garments change once showered with UV rays outdoors, however, the colors return to white under fluorescent light indoors.

Special lighting equipment is set up at the venue to create an installation, which reproduces the show presented during Tokyo fashion week. Visitors can see the transforming colors of each design close-up. From 4 pm to 6 pm of the 27th, the brand’s designer Kunihiko Morinaga will visit the venue and provide a demonstration. “I want customers to enjoy the transforming colors,” commented Morinaga when he visited the venue on the opening day.

Anrealage currently holds an exhibit titled “A Color Un Color” at the 21st Century Museum of Contemporary Art, Kanazawa. This is part 2 of “Philosophical Fashion,” a series of exhibits inquiring into the meaning of clothes today by featuring creators who consistently propose new fashions on the basis of an enduring concept. At the museum, the theme “Color” is expressed in a transparent gallery.