Despite the ever-changing times and trends, the founding spirit of Anteprima’s founder and creative director, Ogino Izumi, remains unchanged. Established in 1993, she became the first Japanese female designer to debut at Milan Fashion Week in 1998. The journey to this point has not been solely fueled by passion, but also by perseverance and a relentless pursuit of her goals. For Ogino Izumi, what she creates goes beyond clothing; it is a connection, with each design holding stories and craftsmanship, granting modern women confidence and beauty. ZTYLEZ was fortunate enough to engage in a dialogue with designer Ogino Izumi, who personally shared her extraordinary journey spanning over 30 years.
Z : ZTYLEZ
I : 小木野いずみ
Z : As the first Japanese female designer to step onto the Milan Fashion Week, could you share what has been the biggest challenge Anteprima has faced since its establishment? How have these experiences influenced your commitment to the brand’s beliefs?
I : I founded Anteprima in 1993, and made my debut at Milan Fashion Week in 1998 as the first Japanese female designer to step onto such a prestigious stage, which was both an honor and a responsibility. One of the biggest challenges was to blend different unique cultures and aesthetics—the Japanese meticulous pursuit of detail and craftsmanship, alongside the bold innovation, passion, and zest for life found in Italy. We also worked with French designers and Chinese factories, and combining this multicultural team to achieve my vision was indeed challenging.
At the beginning, gaining recognition and trust in a fiercely competitive international market was no easy task. Fashion is not just about creating beautiful garments; it’s also about storytelling, understanding customers, and building relationships with them. Over the years, we have remained committed to our core philosophy amid the ever-changing fashion industry: to empower women through confident, elegant, and effortless design. These experiences have deepened my desire to create timeless yet innovative designs. I’ve learned to listen—whether it’s the intuitive whispers of creativity or the voices of women wearing Anteprima. This journey has reinforced my belief that true beauty lies in balance: between strength and softness, tradition and modernity, East and West. Anteprima is not just a brand; it reflects my dedication to these ideals.
Z : What have been the core values of Anteprima over the past 30 years? What direction do you always hope Anteprima will develop towards?
I : From the very beginning, Anteprima has adhered to core values that remain consistent: timeless elegance, exquisite craftsmanship, and a harmonious balance between design and functionality. I have always believed that true style transcends passing trends—meaning it’s not just about creating pieces that enhance a woman’s life, but also about making her feel confident, strong, and effortlessly beautiful.
Innovation is another cornerstone of our philosophy. Whether launching the iconic Anteprima/Wirebag or exploring new materials and technologies, we continually seek to push boundaries while maintaining a sense of understated elegance and refinement.
Looking ahead, I hope Anteprima continues to be a brand that celebrates the multifaceted nature of women — a global symbol embodying quiet strength and the modern feminine spirit. The future I envision is one where we deepen connections with our customers, embrace sustainable practices, and create pieces that not only withstand the test of time but also tell meaningful stories. For me, fashion is not just about clothing; it is about connection, emotion, and a shared sense of beauty. This has always been the direction guiding Anteprima forward.
Z : What kind of contemporary woman do you think best represents Anteprima? And how does Anteprima adapt to the needs of contemporary women?
I : The definition of an Anteprima woman is not determined by age, but by her spirit—curious, independent, and recognizing her personal style, emphasizing quality and timeless design over trends, and seeking designs that can integrate into a vibrant, multifaceted life.
In today’s world, women need to navigate between different roles – professionals, mothers, creators, dreamers – and they require clothing that adapts to this fluidity. For years, Anteprima has continually evolved, seeking to meet these changing demands by providing designs that are not only aesthetically pleasing but also practical, functional, and comfortable. Whether through lightweight materials, thoughtful tailoring, or the iconic Anteprima/Wirebag, each piece is inspired by the lifestyle of modern women. The essence of Anteprima is not just in women’s dressing, but in honoring them, understanding them, and empowering them with elegance and confidence in the world.
Z : The fashion world is ever-changing; how should we perceive the current fashion trends? And how do we focus on our own design style?
I : Fashion is a reflection of the times—constantly evolving, changing, and responding to the world around us. Nowadays, I see people pursuing trends that merge technology, sustainability, and individuality, with an increasing desire for authenticity. They not only follow trends but also hope to tell their personal stories through fashion. This shift excites me because it aligns perfectly with Anteprima’s philosophy: timeless designs that represent the individual rather than the moment.
Trends are indeed important, as they reflect society’s insights and changes in emotions and culture. However, I firmly believe that as a designer, one must stay true to their core principles. Anteprima strives to create timeless pieces that are elegant, versatile, and meaningful.
To maintain this focus, in every design decision, I always ask myself, who am I designing for? What story do I want to tell? How will a woman feel when she wears this piece? These questions help me keep a clear vision, even while surrounded by fleeting trends.
Z : Besides personal branding, you also support the development of different artists, such as the recent “ANTEPRIMA x CHAT Six Factory Contemporary Textile Art Award.” How do you define the relationship between art and fashion?
I : Art and fashion share an inseparable relationship; they both serve as forms of expression that transcend language, capable of evoking emotions, perspectives, and narratives. For Anteprima, fashion is not just about clothing, but is a form of “walking” art. Each piece is an exploration of form, texture, and feeling, much like an artist approaching a canvas.
“ANTEPRIMA x CHAT Contemporary Textile Art Award” represents this concept—bringing together two disciplines that are essentially intertwined. Especially in textile art, bridging the gap between craftsmanship and creativity, tradition and innovation, making it a perfect embodiment of the Anteprima spirit. Supporting artists is not just collaboration; it aims to provide space for the development of creativity, breaking down the boundaries between art and fashion, allowing artists to remind us how to view the world differently, discover more unexpected beauty, and embrace bold ideas. These reflect my values in the design process.
Finally, art and fashion are about the connection between the creator and the observer; between the designer and the wearer. I believe that this connection is where true beauty lies, and I will continue to nurture this connection through Anteprima.
Z : Share your philosophy of success.
I : For me, success is not defined by numbers, awards, or fleeting recognition, but by staying true to one’s vision, growing with integrity, and creating something that resonates deeply with others. To me, success is when women wear Anteprima pieces and feel confident, beautiful, and understood. I believe that success is built on three pillars: passion, perseverance, and purpose.
Passion ignites creativity—it’s this flame that excites me about every collection, every stitch, every detail. Perseverance is crucial, as the path is never smooth; challenges are inevitable, but they often bring the most meaningful growth. Goals serve as guiding lights—they help you understand what you’re doing and keep your original intention, even when outside trends or pressures influence you. For me, success also lies in leaving a lasting impact—not just in the fashion world, but also on the people we encounter in life, whether they are clients, team members, or collaborating artists and creators.
More importantly, success is a journey, not a destination. It’s essential to learn to find joy in the process, to learn from every experience, and to continue developing while staying true to your essence. This is how I approach my work and life with Anteprima.
