Love in Tokyo: "What started as a small venture selling pre-loved pieces has now grown into a curated collection of reworked denim and sportswear"

“An in-house shoot, modelled by Divas, shot by Divas and styled by Divas!”

That’s the owner of Dublin’s Om Diva boutique, Ruth Ní Loinsigh, describing the striking new ‘Lost And Found’ campaign for Love in Tokyo.

“Love in Tokyo is a brand developed by my daughters Rosie and Willow and myself,” Ruth tells Hot Press. “The name comes from their childhood trips to India with me as I worked with my tailors in Rajasthan. Their hair was always tied up with what was locally known as a ‘Love in Tokyo’ hair bobbin from a famous movie there in the 1950s.

“What started as a small venture selling pre-loved pieces has now grown into a curated collection of reworked denim and sportswear, which is supporting them through college and other creative ventures.”

Love in Tokyo’s reputation has skyrocketed of late with Jazzy, BIIRD, Gurriers, CLADA, Louise Cantillon, Olivia Spuds and a host of Irish stylists wearing the environmentally-conscious brand.

“We shot on location in the 1900’s handball alley in St. Michan’s Park on Green Street in Dublin 7,” Ruth resumes, “which worked really well on lots of levels including resonances of childhood plus the idea of regeneration as all the pieces are made from garments destined for landfill in Asia.”

The shoot was presided over by Saoirse McAllorum, a Finnish-Irish visual artist and photographer who’s a rising star in her own right.

LOOK 1
Maya wears reworked denim jacket and corset and vintage sequins shorts with race car belt.
Sophia wears reworked sports halter-top and bespoke lace detail reworked jeans.
Stanley wears distressed denim sleeveless jacket and jorts.

LOOK 2
Maya wears reworked patchwork denim jacket and reworked jersey balloon skirt.
Sophia wears reworked sports jersey crop top and reworked jersey balloon skirt.
Stanley wears black denim reworked hoodie and customised vintage Calvin Klein jeans.

Look 3
Maya wears bespoke denim bralet and high split denim patchwork maxi-skirt.
Sophia wears reworked cropped denim hoodie, reworked sports jersey corset top and remade sports jersey shorts

Photographer: Saoirse McAllorum
Styling: Ruth Ní Loinsigh
Models: Maya Olsen, Sophia Papirova, Stanley Dimes (AKA Duke Dimez)
Creative Direction: Ruth Ní Loinsigh and Saoirse McAllorum
Photographer’s assistant: Ella O’Brien
Stylist’s assistant: Charlotte Oppermann
Nail Art: @nails_by_willow
All clothing and accessories featured by Love in Tokyo

All models wearing new season LOVE IN TOKYO distressed and reworked denim and sportswear.