Masayuki Ino doesn’t follow the rules of fashion—he replants them. For Doublet Spring/Summer 2026, he staged his Paris Men’s Week show at Le Paysan Urbain, an urban farm where soil replaced spotlights and hay bales subbed in for front-row seating. With the final show of the week, Ino offered something far more lasting than trend: a living, breathing manifesto on fashion’s symbiosis with nature, seasoned with humor and reverence.

The show’s title, "Itadakimasu", wasn’t just poetic—it was a philosophy. A Japanese phrase uttered before meals, it expresses gratitude for life, labor, and nourishment. Ino translated this idea into every thread of the collection, crafting garments that bowed gently to the planet without sacrificing his signature eccentric edge.

Banana fiber was the collection’s star—and its punchline. A dress spoofing fruit-label branding (complete with a "browned" hoodie sibling) became an irreverent commentary on consumption and decay. Upcycled fishing nets reemerged as cozy, weighty knits. A suit dyed in real soil wore its origins proudly, grounding tailoring in the literal Earth. And then came the T-shirt: printed with an egg and partially made from eggshell membrane—a small but mighty flex in zero-waste innovation.

Yet this wasn’t just fashion with a conscience—it was fashion with character. Doublet’s genius lies in its ability to balance absurdity with integrity. Ino’s tongue-in-cheek aesthetic never veered into gimmick. Every look, no matter how playful, was also purposeful: wearable, intelligent, and surprisingly moving.

There was no glitzy runway—just a dirt path between planters and produce. But the setting made sense. Nature wasn’t a backdrop; it was a collaborator. The weather shifted moods, bees buzzed like background DJs, and models walked as if they belonged to the ecosystem. Ino didn’t just talk about sustainability—he designed within it, around it, and in respect of it.

His partnership with environmental collectives, inspired in part by Sky High Farm in New York, underscored that the future of fashion must grow from fertile ground—both literal and ideological. And in this fertile space, Ino planted ideas that didn’t preach, but delighted.

In a week of polished gloss, Doublet delivered dirt, decay, and delight, with meaning stitched into every seam. The message was clear, the medium humble, and the effect unforgettable. Gratitude, in Ino’s hands, isn’t a sentiment—it’s a material. It wraps around you, makes you laugh, makes you think, and reminds you that dressing up can also mean showing up—for the world that dresses us all.