5 iconic Hiroshi Fujiwara design collaborations you should know

The godfather of streetwear was recently enlisted by Italian powerhouse Bulgari for their first watch project.

The collaboration between Fujiwara's streetwear brand Fragment Design and Bulgari has created a Japan-exclusive timepiece (Photo: Ring Of Colour/Hiroshi Fujiwara)

Over the last few years, streetwear has found its way into the mainstream and luxury fashion. So it’s only natural that Hiroshi Fujiwara, the godfather of streetwear and founder of fashion label Fragment Design, has collaborated with some of the most iconic luxury brands. His most recent partnership has led to a new Japan limited edition Bulgari timepiece, which comes more than a year after the Fragment x Bulgari bag collection. 

Released late last year, the Fragment x Bulgari "Bulgari Bulgari" SAP103443 is a minimalist piece, sporting a striking black dial with no indices, and Fragment’s signature double lightning bolts at 6 o’ clock. The timepiece has a sandblasted stainless steel case and “Bulgari” and “FRGMT” engravings on the top and bottom of the bezel. Its beating heart is the BVL 191 Solotempo mechanical in-house automatic caliber. While the Fragment x Bulgari watch is quite simple, it maintains that element of elegance familiar with other Bulgari timepieces.


The Fragment x Bulgari "Bulgari Bulgari" SAP103443 (Photo: Bulgari)

Perhaps the most standout feature is the black and grey Nato strap, which lends the limited edition timepiece a distinctly rugged and streetwear feel. Normally, a Nato strap for a Bulgari watch would be unheard of but for this piece, it makes perfect sense. Fujiwara set out to bring something different to the luxury maison, and we believe that he has delivered. 

Fragment Design has worked with an endless list of brands but the collaboration with Bulgari marks a significant entry into the realm of high end fashion. Here are five other memorable Fujiwara collaborations you should know.


Louis Vuitton

The partnership with Louis Vuitton’s creative director Kim Jones for a capsule collection marks Fujiwara’s first foray into the world of luxury fashion. Debuted in April, 2017 in Tokyo, the famous collaboration was available in pop-up stores in Tokyo and Singapore, where special items were featured exclusively at specific locations. The collection boasted a range of practical and unconventional items, from a monogramed guitar case and custom plush bear to a full Autumn/Winter men’s pre-collection. 



Following the announcement that Bamford Watch Department had become an official customiser for LVMH brands (Zenith, TAG Heuer and Bulgari), the Bamford Watch Department x Fragment Zenith El Primero came a year later. This watch gave Fujiwara a chance to delve into the world of luxury watchmaking, which resulted in a striking timepiece. Inside the 42mm stainless steel case and black dial with a distinctive white ring is the El Primero 400B caliber with a power reserve of 50 hours. Fujiwara’s modern twist and graphic style on quite an iconic watch made this redesign a memorable one.


Tag Heuer

In 2019, Options was lucky enough to meet Fujiwara in Japan for the unveiling of the TAG Heuer Carrera Heuer 02 by Fragment Hiroshi Fujiwara. Although we found him to be a man of few words, his take and philosophy on design was intriguing. “Fashion is always tempting me all the time,” he said. That temptation referred to the vintage pieces, ones that were smaller and what he felt was more wearable. Fujiwara’s Carrera watch, like the latest Bulgari collaboration, also sported his favoured black and grey Nato strap. 

Last year in July, Fujiwara collaborated with Tag Heuer a second time for the TAG Heuer x Fragment Heuer 02, creating his rendition of the classic Formula 1 chronograph. With a classic black opaline dial and bezel, the timepiece was accentuated with red accents on the indices and hands, as well as a red sapphire caseback with Fujiwara's signature lightning bolts. 



Fujiwara’s first collaboration with the Italian luxury fashion brand was in 2018, as part of the Moncler’s Genius Program. While the collection seemed like the typical range of Moncler puffer jackets and skiwear, key elements of Fujiwara’s assertive street style were evident from the lightning bolt logo to the graphic typography. 

Fast forward to today, Fujiwara has completed four bold seasons with Moncler. The latest release is the Genius Collection 7: Fragment Hiroshi Fujiwara, released for the Autumn/Winter 2020 ready to wear range. Key pieces standout from this runway: a bomber jacket with embroidered art, a black corduroy two-piece with white paint splatter, and matte surfaced down jackets. 



For most, streetwear begins and ends with sneakers, so the coming together of the iconic Swoosh and cult classic lightning bolts was inevitable. Fujiwara first partnered Nike in 2010 for the Fragment Design x Nike Tennis Classic. Since then, they have released greatly coveted shoes including the Fragment Design x Nike Air Trainer 1, which was made before the 2015 French Open in Paris, and a pair created with Nike Skateboarding called Fragment Design x Nike Eric Koston SB. With sneakers, Fujiwara’s sense of ‘less is more’ is evident, as well as his love for vintage elements. The latest pair that fans are clamouring to get their hands on are the Fragment Design x Nike Air Jordan 3, another minimal retro-inspired pair. 



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