It was a Shibuya scramble of a different kind. Crowds had gathered outside Charles & Keith’s new flagship store in Shibuya, as if they knew that global stars were about to descend upon the place.
A sleek black car pulled up, on its sides were the words “Charles & Keith” in stark white. The car door slid open and out stepped Korean star Cho Yi-hyun, who audiences fell in love with in the hit shows “All of Us Are Dead” and “Hospital Playlist.” Cho, who was fresh from attending Milan Fashion Week, was wearing a black off-shoulder long-sleeved mini dress which she paired with black leather ruched-strap slingback pumps from Charles & Keith’s new L’initial collection and the cognac leather and canvas two-tone boxy bag, also from the L’initial collection. Cameras flashed and followed Cho as she made her way into the store.
Second global flagship
Charles & Keith’s boutique in the bustling fashion district that is Shibuya is its inaugural flagship store in Japan and its second global flagship—the first one being in Gangnam, South Korea, which opened last year. The brand has long been a Japanese favorite, though—it has 18 other stores all over the country.
The Shibuya flagship store, created in collaboration with world-renowned David Chipperfield Architects Milan, was built with harmony and sophistication in mind. With a design ethos characterized by sobriety and elegance, the result are interiors that are sculptural and geometric, the perfect showcase for Charles & Keith’s collections.
“The store is a physical manifestation of the brand’s new graphic identity. Its unique concept—our first flagship in collaboration with Pritzker-winning David Chipperfield Architects—makes it all the more special and showcases the elevated direction that the brand is headed towards,” said a spokesperson for the brand.
Panels sprayed with lime-based plaster make up the walls, a contrast against the semi-polished reconstructed stone floor. Products are displayed on aluminum shelves.
Commissioned art pieces
The store also features commissioned art pieces by Japanese artist Tomo Sakurai, called AiriX and Curvaceous. On the second floor, there’s a personalization counter where customers can have their initials embroidered on selected products.
Inside the boutique, Cho was filming a video for L’initial, Charles & Keith’s recently launched premium line. “L’initial in one word?” the guy behind the video camera asked Cho.
“Timeless,” she replied with a smile.
L’initial highlights Charles & Keith’s new emblem and monogram, both of which are part of its revitalized graphic identity, unveiled at the start of the year.
“We are excited to start a new chapter and present the redesigned logo in tandem with our first-ever emblem and monogram. Each element was thoughtfully designed, an ode to our beginnings with the inclusion of our initials, the ampersand reflecting the brand’s natural duality,” said Charles & Keith founders Charles Wong and Keith Wong, who established the brand in Singapore in 1996. Today, Charles & Keith can be found in 35 countries across the globe.
The new logo, emblem and monogram were created to embody the Charles & Keith brand DNA and reflect its evolution as both an Asian brand and a global one—accessible and aspirational, approachable and timeless, classic and modern.
“The opening celebrations were also the perfect time to highlight our new premium line, L’initial, that truly highlights the debut of our emblem and monogram,” said the brand spokesperson.
Monogram
Cho’s shoes, a dressier twist on classic slingback pumps with stiletto heels, feature the brand’s monogram on the ruched straps.
Cho Yi-hyun was just one of the many global style stars who joined the festivities at the Shibuya flagship opening. The different ways they styled their favorite L’initial pieces showed the versatility of the collection.
Japanese actress and model Ayaka Miyoshi, who you watched as the super cool Ann Rizuna in “Alice in Borderland,” paired her black box leather ankle strap pumps with a blazer and shorts combo. She carried a leather and canvas monogram shoulder bag.
Japanese DJ and model Ashley Yuka who DJed at the event wore Charles & Keith leather fur-lined ankle strap heeled sandals in black with her skirt and top.
Japanese music duo Ami and Aya Suzuki, also known as The Pink Twins, were double kawaii in their matching pink and red ensembles which they dressed up with sparkly fishnets tights, Charles & Keith’s leather ruched drawstring bags in cream and and leather metallic cut out T-bar sandals in silver.
Japanese-Austrian actress Reina Trendl was immaculate in a lace top, white blazer and skirt which she paired with black box Claire leather Mary Jane pumps.
Japanese DJ and musician Mademoiselle Yulia also donned the same pumps, but she wore hers with white socks, a white top, a purple cardigan and a pink checkered skirt with a slit for a schoolgirl look that’s sophisticated and fun. She carried a leather boxy bag in black.
Filipina artist and content creator Angelina Cruz also wore the Claire leather Mary Jane pumps but in beige. “I like how their Mary Jane pumps aren’t your basic Mary Jane pumps… they’re very dainty and I love that.” Cruz, who worked with stylist Francis Chee, paired the shoes with a blue and white Ebiro outfit designed by Jeremiah Oribe and white socks.
She also loves the leather and canvas monogram boxy bag in black she was carrying. “I like how versatile it is. You can change it up, you can even make it into a shoulder bag.”
True to her unique sense of style, Malaysian content creator Moka wore the same beige pumps with floral socks, a tie-dye denim top and a skirt with ruffles. She carried a leather and canvas monogram boxy bag in black. She said, “This is my favorite piece from the L’initial collection. It’s very small but it can actually fit a lot of things inside.” And she did have a lot of things inside her bag—cosmetics, wallet… “Even my powerbank is inside,” she said.
Malaysian-British actress Amelia Henderson wore a pink checkered top, short black skirt, high socks, black box Claire leather Mary Jane pumps and a leather boxy bag in black.
Singaporean actress Carrie Wong wore the leather fur-lined ankle strap heeled sandals in black with her three-piece black outfit.
Malaysian actress Eyka Farhana wore a ruffled purple dress with beige Claire leather Mary Jane pumps and leather and canvas monogram boxy bag in black.
Korean-Nigerian model Jenny Park wore the leather monogram tie-around ballet flats in chalk and paired it with a mini dress and the leather and canvas monogram boxy bag in black.
Malaysian content creator May Ho wore a black, gray and white outfit with her black leather boxy bag and black leather buckled T-bar pumps. “I love this black bag but I also love the denim one. I love all the denim pieces in the collection.”
Asked to describe her personal style, she said, “Today, cute. It’s kawaii because we are in Shibuya.”
Ho describes herself as a long-time fan of Charles & Keith. “After graduation, I started buying their bags, shoes. Even my mom is a fan of Charles & Keith.”
Sydney-based influencer Lily May Mac wore the black leather fur-lined ankle strap heeled sandals with black stockings and a green dress. She carried a beige mesh and leather shoulder bag.
Japanese model and actress Mariya Nishiuchi paired her loose blazer and pants with Tahlia leather loafer mules in beige and leather and canvas two-tone boxy bag in cognac.
Chinese content creator TanSuan wore her black leather cut out T-bar sandals and black leather boxy bag with fun layers, a graphic skirt and dainty socks.
Charles & Keith has a lot in store for fans in the near future. More collections will be released in the coming months and they are set to open two more flagship stores within Asia before the year ends.
Charles & Keith’s Shibuya flagship store is located at 17ー3, Udagawa-cho, Shibuya Tokyo. In the Philippines, the L’initial collection is available at SM Mall of Asia, SM Megamall, Greenbelt 5, Glorietta 4 and Rockwell.
