Designer Masayuki Ino unveiled the Spring/Summer 2025 collection of his label Doublet during Paris Fashion Week. At the heart of the creative process was the concept of “oshi”, defining the support and obsession one feels towards an other person. Whether you know this person or not, you deeply root for your “oshi”, and this relationship brings you a lot of happiness. Reminiscent of the K-pop idols, the designer enlarges the possibilities and presents an eclectic wardrobe, channeling diversity in the looks and in the cast.

Drawing inspiration from Gen Z and Internet culture, the collection presents a relaxed and fresh style with a touch of Y2K influence. Baby pink and leopard print come together on oversized T-shirts, while distressed cardigan and sweatpants match each other. Charms adorn pants and bags, bringing adolescent nostalgia. Sailor Moon-like characters printed on jeans and T-shirts root the collection in its poppy aesthetic, and the messages sported on loose sweaters are the perfect nod to the oshi concept.

Ino also brought utilitarian wear to his creation, with open vests strapped on the body and sand jumpsuit covered in pockets. The second movement contrasted with the lightness of the first looks by its edge and bold attitude. Sportswear inspiration comes into play, with oversized sweatpants styled with leggings made of lycra and dad shoes. Two words collide as if to show the multiple facets of youth culture.