ユナイテッドアローズが、自立した大人の女性をターゲットとする新ブランド「コンテ(conte)」のデビューを前に、6月20日に報道関係者向けのお披露目会を開催した。会場では、同ブランドのディレクターを務める女優の辺見えみりが登場し、ブランド設立の背景やファーストコレクションについて紹介した。
コンテは、年齢を重ねて凛とした強さと柔らかさを兼ね備えた30代後半〜50代の大人の女性をターゲットに、快適で心地良くありながら都会的な装いを提案するブランドとして始動。同社の中期経営計画の主要戦略の一環として、業容と客層を広げる新しいテイストの大人向けブランドの開発を目指すユナイテッドアローズと、過去に同社との協業やブランドの立ち上げ実績を持ち、「年齢を重ねていく中で、自分が本当に欲しいと思える服やブランドが少なくなった」「何を着ていいのかわからないという同世代の女性たちの声を多く聞くようになった」という辺見自身の実感や思いが合致したことから、新ブランドの立ち上げが実現したという。
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新ブランド「コンテ」のディレクターを務める辺見えみり
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ステートメントとして“新しいベージュ”を意味する「ノーベルベージュ(NOVEL BEIGE)」を掲げる通り、同ブランドでは多様なトーンの「ベージュ」カラーを基調にコレクションを製作。辺見は「ベージュという色は、女性の美しさや艶やかさを引き出すことのできる魅力的なカラー。でも、年齢によって似合うトーンは変化していくからこそ、コンテでは40代後半の私と同世代の大人の女性たちのための、新しいベージュの見せ方をしたいと思っています」と背景にある思いを語る。
ブランドコンセプトは、「ナチュラルモード(NATURAL MODE)」。年齢や経験を重ねた強さや自信を持つ大人の女性たちが、凛としながらも自然体でいられるような抜け感や柔らかさを取り入れたアイテムを提案する。フェミニンな色味やシルエットをベースにしつつも、素材やディテールでメンズライクな要素を取り入れることで、甘さを抑えた上品なバランスを備えた、オン・オフ両方で着られるアイテムに仕上げた。
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ファーストコレクションでは、アウターからシャツ、ニット、パンツ、スカート、ワンピース、ジュエリーまで、ブランドの女性像を体現する計70型のアイテムをラインナップ。代表的なアイテムとして、群馬県桐生市の工場で織ったオリジナル生地を用いたジャカードのベスト(3万5200円)とパンツ(3万9600円)のセットアップや、軽い着心地と素材のハリ感、異なるトーンの絶妙なカラーコンビネーションにこだわったダブルフェイスのロングコート(7万9200円)、色味からいち早く秋冬のムードを楽しめる、程よいシアー感のシルクコットンシャツ(1万9800円)、大人の女性が美しく着られるシルエットや素材感を追求したカーゴパンツ(3万5200円/全て税込)などを揃える。
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![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-21-2c2497c1-dbe5-4237-a7d3-59f8ac49f23d.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-32-f94e2d62-827b-4141-9edb-38b3aa68616e.jpg)
Image by FASHIONSNAP
そのほか、ブランドのスタイリングにスパイスを加えるアイテムとして、小物や雑貨類を中心に辺見がセレクトした仕入れ商品も展開を予定。辺見が普段から愛用しているという「ジル サンダー(JIL SANDER)」や「ネブローニ(NEBULONIE)」といったブランドのバッグやシューズをはじめ、形や生地、色落ち具合も全てオリジナルで製作した「アッパーハイツ(upper hights)」の別注デニムパンツ、ジュエリーブランド「ヨン(YON)」とコラボレーションした「C」モチーフのジュエリーなどを用意する。
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-24aw-look-20240620-24-f122b01b-02e4-4f4a-a1ce-37d9b5f2b3fb.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-12-e228fdea-9f33-404c-a498-6585423d1a27.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-12-e228fdea-9f33-404c-a498-6585423d1a27.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-24aw-look-20240620-24-f122b01b-02e4-4f4a-a1ce-37d9b5f2b3fb.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-8-aaaaa3af-d5d7-40f1-97dd-f9d53d1db0e2.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-8-aaaaa3af-d5d7-40f1-97dd-f9d53d1db0e2.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-12-e228fdea-9f33-404c-a498-6585423d1a27.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-16-b257e8b8-e2ef-4939-83d4-443edf283d01.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-16-b257e8b8-e2ef-4939-83d4-443edf283d01.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-8-aaaaa3af-d5d7-40f1-97dd-f9d53d1db0e2.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-17-f08454c0-53aa-4811-8788-dc5320d9e807.jpg)
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![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-16-b257e8b8-e2ef-4939-83d4-443edf283d01.jpg)
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-24aw-look-20240620-24-f122b01b-02e4-4f4a-a1ce-37d9b5f2b3fb.jpg)
Image by conte
同世代のデザインチームのメンバーとともに、素材から色、シルエット、ルックのスタイリングに至るまで徹底的に関わりながらコレクションを手掛けたという辺見は、「ただのタレントブランドでは終わりたくない、私がいなくなっても残り続けるようなブランドであってほしいと考えているので、みんなで本気で作っています。私自身も今すぐ全アイテムを自分のクローゼットに迎えたいと思うほど、好きなコレクションになりました」と、ブランドに対する熱意や自信を強調。「ファッションの楽しさや、このブランドだからこそ挑戦できるカラーやシルエットのアイテムなど、コンテの服を通してご自身の小さな変化やその喜びを楽しんでいただけたら嬉しいです」と、年齢とともに装いの選択肢が少なくなっていると感じる同世代の女性たちに向けたメッセージで締め括った。
![](https://fashionsnap-assets.com/asset/format=auto,width=1088/article/images/2024/06/conte-henmi-emiri-20240620-2-6dc91d4b-4140-4c1a-8eef-56ccf0f5b81a.jpg)
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今後は、8月1日に公式ECサイトをオープンして先行受注会をスタートした後、8月2日からはユナイテッドアローズ 麻布台ヒルズ ウィメンズストア、六本木ヒルズ店、ルミネ横浜店でポップアップを開催。9月には東京都内に2店舗を出店し、正式なブランドデビューを予定している。中長期的には、同社ブランドの中である程度の規模感で展開できるよう、拡大を目指していくという。
■conte:公式インスタグラム
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【日曜日22時占い】今週の運勢は?12星座別 <6月30日〜7月13日>