Loveless

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Loveless is a Japanese luxury clothing store owned and operated by Sanyo Shokai in Aoyama. Opened on July 23, 2004, the new store is a four story, affair built on a piece of prime real estate that Sanyo Shokai has owned since 1997 and which cost more than $40 million to develop. Repeatedly named one of the top boutiques in the world, Loveless carries many of the top luxury brands from Japan, Europe, and the United States.

Prior to being transitioned into Loveless the space was operated as a womenswear boutique with high quality clothing and well to do women in mind. Today, the building, rebranded as Loveless in 2004 has become devoted to the avant-garde fashions of Japan’s hipster youth with a distinct punk rock influence.

Contents

The Store

The Loveless shopping center is a four story building, with the first floor devoted to French luggage carrier Goyard’s goods. The remaining three floors were designed and built by creative director Yuichi Yoshii who has served in the same role for many of Japan’s top fashion firms. While the top two floors are full of day clothing and normally expected boutique offerings, the bottom two floors, underground, are home to “the dark side”, designed to resemble a medieval castle with modern, chic twists. A tunnel-like staircase, massive tome-like coffee ables and massive chandelier make up the space.

The Merchandise

In contrast to the dour design of the boutique, the clothing carried is eclectic as possible with brands from across the world representing the newest, trendiest releases by both major and small brands. Brands such as Anne Valerie Hash, Paco Rabanne, and Resurrection are showed in the basement floors where dresses sell for 1.2 million yen and Hollywood inspired cuts are mixed with vintage punk jeans.

Other brands that can be found in Loveless include Helmut Lang, Chloe and Capucci, Manolo Blahnik, Dr. Romanelli, and Mastermind.

Location

The Loveless store is located in Aoyama, across from the Prada flagship store and draws visitors from throughout Japan for overnight trips.

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