Hara Hachi Bun Me

This season, EDWIN have embarked on a delightful journey through the world of Japanese cuisine, curating a collection consisting of allover printed shirts and tees, sweatshirts and even a Ramen bowl that modestly pays homage to its irresistible culinary charm.

The design subtly explores the realm of AI, blending elements of Japanese folklore with the playful charm of 1970s ice cream advertisements. 

The idea was to use AI to create some awkward poses and mysterious monsters from Japanese folklore, blending tradition with technology. 

Introducing the Yōkai Diaries: a tale of mischievous monsters doing their best to follow Japanese philosophy... with mixed results.

STAGE 1
Shame the Yokai don’t give a f**k. Proper little rebels, diving headfirst into the feast, no half-measures, no hesitation - just bites, sips, and the odd scrap with their own shadows.

Supposed to be patience, but indulgence ain’t whispering - it’s kicking off. First hurdle, flat on your back.

STAGE 2
Hara Hachi Bun Me ain’t about starving, it’s about finding your rhythm, not stuffing your face. Yokai drift, nicking bites, necking sips, lost but loving it - somewhere between order and absolute madness. 

Eating like it’s a long walk home - steady, measured, but somehow never done.

STAGE 3
Hara Hachi Bun Me’s about knowing when to stop. Yokai? They don’t. No brakes, no limits. They eat, they drink, they pass out - satisfied, wrecked, sometimes face down on the pavement.

FAILED. Gluttony in full swing. No sense, no shame - stuffing it down like a dustbin.

The EDWIN Hara Hachi Bun Me Spring/Summer 2025 collection is available now at EDWIN Stores, Selected retailers and online.

Artistic Direction
: Benjamin Mugnier

Soundtrack & SFX
: Chivers