Founded in 1990, Beauty:Beast is a Japanese label created by designer and fashion guru Takao Yamashita. First emerging out of the niche Osaka Collection fashion expo in 1991, the brand quickly gained appeal within the 90s Harajuku fashion scene thanks to Yamashita’s innovative and over-the-top designs. Shortly after, Beauty:Beast grew to cult label status, spreading out through word of mouth and magazine coverage across Japan. The label prides itself on taking the eternal conflict between good and evil and freedom of thought, to communicate one’s state of mind through the use of unique garments. Beauty:Beast is now a staple Japanese brand loved around the globe – Takao Yamashita’s twisted interpretations of fairytale-inspired motifs and reimagined punk staples are just some of the many timeless designs the label will forever be known for.