HOUYHNHNM

Japanese fashion retailer Beams has started a new project line called Apartment Mark, described as an experimental endeavour curating fashion, lifestyle and culture. The launch is being covered by Japanese fashion media, with early reactions noting the brand's move beyond clothing into broader lifestyle curation. Details on products and direction remain limited so far.

Japanese fashion retailer Beams has started a new line called APARTMENT MARK, described as an experimental project that edits together fashion, lifestyle and culture. The launch has been picked up by Japanese style media, with readers discussing how the brand continues to blur the line between clothing shop and broader cultural curator.