Akira Minagawa graduated from the famous Bunka Fashion College in Japan and worked as a pattern cutter before setting up his own label, Minä Perhonen in 1995. The name originates from Finnish, Minagawa being heavily influenced by the lifestyle and culture of that country, and translates as “I Butterfly”, his aim being “to make many beautiful designs like those of butterflies wings.” Minä Perhonen collections are built on the principles of durable design, the clothes do not change radically each season but rather evolve, with fabrics re-used and elements re-worked. 
For Autumn Winter 2010 charming hand-drawn printed and embroidered fabrics are applied to simply cut dresses, batwing or bell sleeved fine jersey tops and cool cotton separates. Cute three quarter sleeve Little Red Riding Hood style wool coats and fun bouclé knit berets and beanie hats provide finishing touches to a collection that is both effortless and fun to wear. 
Photograph by Ayako Mogi ©2010 minä perhonen All Rights Reserved.