Tagline
Let your possibilities take root. Release your senses and emotions.
HOUGA, founded by designer Moe Ishida in 2018, is a Japanese womenswear ready-to-wear brand that has been active since the Spring/Summer 2019 season. The brand name comes from the Japanese word “萌芽,” meaning “germination” or “signs of growth.” Ishida studied aesthetics and art history at Keio University and, after graduating from ESMOD JAPON, worked on planning for FRAPBOIS at BIGI. With “Unbirthday Party Dress” as its concept, the brand proposes dress pieces that release one’s senses and emotions even on days that are not birthdays, allowing possibilities to take root. Centered on “Stories from the Land of HOUGA,” it offers dresses, tops, bottoms, accessories, and other items, and has also participated in Tokyo Collection.
Concept
Unbirthday Party Dress