Fans born from the aesthetics of Japonisme - HOiSUM brings the world of Japonism back to life in the modern age
Many people may be wondering, "Why would a sock brand make fans?"
The inspiration for the creation of this fan came from the design process for a collection themed around Japonism.
As we delved deeper into Japanese culture and history, we came across the cultural phenomenon known as "Japonaiserie," which swept across Europe in the late 19th century.
Japonaisrie, the enchantment of 19th-century Paris
Japonaisrie is a Japanese aesthetic that was popular in Europe, especially France, in the late 19th century. After the end of Japan's isolationist policy, Japanese art and crafts were introduced to the West and captivated the people of Paris.
One of the most iconic works is "La Japonaise," painted by Claude Monet in 1876. This painting, which depicts a woman in a red kimono holding a folding fan with countless round fans and folding fans scattered in the background, speaks to the admiration for Japanese culture that Europeans had at the time.
In fact, in 17th century Paris, there were as many as 150 fan shops, and fan cooperatives were even established, making it such a popular trend. At balls, a "fan language" was even developed, where people communicated through fan gestures, and fan culture was deeply rooted in European culture.
When we learned of this Japonaisrie boom, we were deeply inspired. We wanted to bring back to life the beautiful moment when Eastern and Western cultures intersected. This desire led to the launch of the HOiSUM Folding Fan Project.
From Japan to the World: The Journey of the Fan
The folding fan (there are various theories as to its origins) originated in Japan and has been loved all over the world throughout its long history for its elegance and functionality. During the Kamakura period, the folding fan was already introduced to Europe, where it evolved in its own unique way and is known as "yosen."
Over the course of more than a thousand years, the folding fan has become an item of cultural significance that goes beyond simply providing a cooling device. It is also a symbol of the Japanese aesthetic sense of harmony between man and nature, and functional beauty that combines practicality.
We were deeply touched by the contemporary value of this traditional craft and the history of cultural exchange known as Japonismeerie.
Why did HOiSUM choose the folding fan?
Why did we, a sock brand, decide to make fans? The main reason was that we wanted to incorporate the timeless spirit of cultural exchange into our Japonism-themed collection.
Sustainability: This is an environmentally friendly way to stay cool that doesn't require electricity, and doesn't rely on air conditioners or fans, but rather on harmony with nature. It's also a small rebellion against throwaway culture.
Compact size: Fits modern lifestyles. The mini size makes it easy to carry and practical for use anytime, anywhere. It also meets the busy lifestyles of modern people.
Commitment to bamboo: Lightweight and durable. Utilizing the lightness and durability of bamboo, a quintessentially Japanese material, this product offers quality that can be used for a long time. Its natural texture feels comfortable in the hand, making it an appealing choice.
Features of HOiSUM fans
The HOiSUM folding fan has a simple yet eye-catching design featuring the brand name and the words "♡It's all about love."
It also comes with a dedicated storage bag, making it very convenient to carry around. It is made of lightweight and durable bamboo. As a single-sided paper fan, it is both practical and beautiful.
Product details
- Contents: Paper fan (pasted on one side)
- Fan surface: paper
- Fan bone: bamboo
- Comes with a dedicated storage bag
- made in china
Stay comfortable this summer - Modern ways to stay cool
This summer has been extremely hot. The HOiSUM folding fan offers a new experience that goes beyond simply providing a heat remedy.
The texture of the bamboo you feel the moment you take it out of your bag, the pleasant sound of the fan when you open it, and the cool breeze that comes from just moving your wrist - all of these things create elegant moments in your everyday life.
As a fashion item, the folding fan has new possibilities. Whether you're reading at a cafe, taking a short break at the office, or chatting with friends, the sight of you casually using a folding fan is sure to leave an impression on those around you.
Epilogue: Products Born from Cultural Exchange
This challenge transcends the boundaries of a sock brand, and is an attempt to embody the spirit of cultural exchange that was evident in the Japonaisrie boom of the 19th century in the modern era.
HOiSUM offers more than just cooling gear. It is a tool that allows you to pause in your busy daily life and create a moment of comfort. Why not experience the beautiful world of Japonaisrie in the palm of your hand?
Although the heat is unbearable this summer, we hope that you will use the HOiSUM fan to feel cool and make your daily life just a little more comfortable.
