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First of all, the biggest attraction of Japanese luxury brands is their Japanese design. The "Japanese" style that has been passed down through many generations in Japan is a design unique to their country that cannot be seen overseas. Nowadays, the Japanese style is presented at Paris Fashion Week, and there are many cases where artists who work on overseas luxury brands adopt it. The Japanese design is also valid for global high-end brands. "Wabi-Sabi" can be mentioned as a concrete example of this design. To briefly explain wabi-sabi, it is the aesthetic sense peculiar to Japan that sees fragility as a beautiful trait. This is a representation of the Japanese style, which is said to be "simple yet sophisticated". There is also an example in which a design with the theme of wabi-sabi was unveiled at Paris Fashion Week. Thus, Japanese design is now at the forefront of the fashion industry and is attracting attention as a "cool, Japanese style".

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