Bonton Store Daikanyama, Tokyo


Jean Touitou’s A.P.C. and Alexandre Mattiussi’s Ami are two successful French fashion brands which share a very recognizable Parisian aesthetic. We can now add Thomas and Irene Cohen’s Bonton to this designer clique. However, while A.P.C. and Ami dress chic 20 and 30 somethings, Bonton is a label dedicated to stylish children.

Established in 2001 Bonton has become to the store to go to for celebrity parents such as Sofia Coppola, Kate Winslet and Charlotte Gainsbourg.

In March of this year the French company opened its first flagship store outside France, in Tokyo’s Daikanyama. In addition to the main baby, junior girls and boys lines there are also linen and furniture collections as well as a curated selection of toys and books in store.

Moreover, Jean Touitou collaborated with Bonton on A.P.C.’s first kids line for Spring/Summer 14 which will be available in both A.P.C. and Bonton stores. The capsule collection relies on six key items. A parka with removable quilt lining, Petit New Standard denim, two sweaters, a simple button skirt and a thin printed scarf. The collection includes two prints; a soft camouflage and a 'little beans' print.

The Daikanyama store will also be playing host to various events and exhibitions including work from famous ceramics artist Yuko Okazaki and a stuffed animal workshop by artist Miyako Kanamori.

Bonton introduces another piece of European elegance to the children’s fashion industry in Japan. If Bonton can recreate even a little of the success of A.P.C. and Ami then it’s sure to become a household name with both the expatriate community and affluent locals looking for cool togs for their little princes and princesses.

Bonton Tokyo Open 10.30-19.30 13-16 Hachiyama-cho, Shibuya Tel: 03-3461-2788

Written by
Paul McInnes
Provided by Bonton Tokyo