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The Floral Fragrance of Water

To be where one is not expected to be, that is the philosophy of Issey Miyake

Karachi, 1st October 1st:  Issey Miyake launches three of its fragrances in a star studded event at Art Chowk, Clifton Karachi. The Japenese designer perfume was brought to Pakistan by none other than Multitech.  A well established name for bringing famous beauty brands in Pakistan.

Unique, timeless and universal, Issey Miyake’s L’Eau d’Issey now has the coveted status of a reference in international perfumery. With 14 years of success and an ever-increasing number of fans and devotees, L’Eau d’Issey has proven it powers of attraction and enchantment, winning the admiration of everyone who tries it. Is it any wonder?

Conceived by a Japanese designer and the product of a culture in which fragrance must always be as discreet as possible, L’Eau d’Issey defies convention, imposing its own unique style.

Paradoxical in its transparency and the delicacy of its essences, it is characterized by a distinctive scent with exceptional presence, a signature as unforgettable as it is unexpected, like a semantic pirouette on the idea of a fragrance called “water”.

In 1992, when he created his first fragrance, L’Eau d’Issey, he took the world by surprise with the purity and clarity of his approach.

By using water as a central component of his creation, he sparked amazement at a time when the major heady, oriental fragrances had taken centre stage.

Breaking with the trends of the time, L’Eau d’Issey became a leading classic in the world of perfumery.

Surprising yesterday. Obvious today.

What Issey Miyake offered in 1992 was nothing more than a new vision of femininity. An unassuming femininity, essential and pure far from imposed standards.

Issey Miyake – a tireless, inventive researcher with a consistent way of timelessly moving forward, irrespective of trends – invites us to take a fresh look at L’Eau d’Issey by reinterpreting two major style codes of femininity: the rose and the colour pink. A stylistic composition that, under the demanding, watchful eye of Issey Miyake, is delivered in the form of an inspired, original creation

The launch event organized by Catwalk and PR by Catalyst PR & Marketing was attended by celebrities and socialites like Faakhir, Nadia Hussain, Maria Wasti, Faizan Haq, Neshmia Ahmed, Farishteh Aslam, Anita Ayub and many more.

For more details please contact

Nighat Aziz:0308-2296040

Issey Miyake Biography


Calling himself a clothing designer rather than a fashion designer, Miyake has been exploring ways by which to make clothing that will allow its wearer greater individuality, comfort and freedom.  Driven by a relentless curiosity, Miyake has continually sought to redefine the relationship between clothing and the body, making clothing with techniques that incorporate both tradition as well as the latest technology.


Miyake says, “Curiosity and happiness are at the core of my work.  Design is never static but, it is only possible after constant exchanges of ideas, aesthetics, and sensibilities.” He continues, “Clothes are of no interest except insofar as they provoke sentiments and reactions in those who wear them.  I create, not to express my ego or my personality, but rather to try and bring answers to those who are asking themselves questions about our era and how we should live in it.”


Born in Hiroshima, Japan in 1938. In 1970, after studying in Paris and New York, Miyake returned to Tokyo where he established the Miyake Design Studio. He presented his first eponymous collection in New York in 1973; he has presented all subsequent collections in Paris.


At the heart of Miyake’s clothes making philosophy is the idea of creating a garment from “one piece of cloth”; and the exploration of the space between the human body and the cloth that covers it. His approach to design has always been to strike a consistent balance between tradition and innovation: handcrafts and new technology. PLEATS PLEASE, which was born in 1993, is a radical but eminently practical form of contemporary clothing: it combines an age-old idea of wrapping a three dimensional figure with a two dimensional material using pleats, with new technology, functionality and beauty. 


In 1998, Miyake returned to his original love of research and exploration, embarking upon a new project with associate Dai Fujiwara, called A-POC (A Piece of Cloth).  Through exploration of the possibilities between creativity and digital technology Miyake is challenging the traditional ways by which we make things. He believes that the answer to the future of making clothes lies in A-POC: a creative journey that begins with a single piece of thread, that creates fabric, texture and a fully finished garment, or its components in a single process, by its completion.  Regardless of the year, Miyake’s clothing is always unique and is not completed until the wearer places it upon their body.


In February of 2004, Miyake established The Miyake Issey Foundation whose objectives are not only to preserve the existing archive but to also support and develop young artists and their work. Since 2007, the Foundation has also operated 2121 DESIGN SIGHT thus fulfilling Miyake’s dream of bringing a space devoted to the cultivation of all mediums of design, to Japan.



Miyake has received numerous awards, including:


1993        Chevalier de L'Ordre National de la Legion d'Honneur, from the French Government

1998       Bunka Kourousha, the Person of the Cultural Merits, from the Japanese  Government

2004       The 11th Wexner Prize from the Wexner Center, Ohio State University

2005       The Praemium Imperiale Sculpture Prize from the Japan Art Association

2006        The 22nd Kyoto Prize, in the Arts and Philosophy category.

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