Press

WWDMonica Barbaro Contrasts in Plunging Black and White Brandon Maxwell Gown for GQ’s Men of the Year Party FashionistaICYMI: Hanifa's Relaunch, Nuuly Is 'Spring Awakening''s Styling Partner & Amber Valletta and Teddy Charles on Their New Hair-Care Brand FashionUnitedMr Marvis surpasses 25-store target and eyes new European markets Field NotesMilan: 25,612 looks from 549 houses, now on the map WWDCamila Cabello Embellishes Paris Texas’ Lidia Mules with Rosary Anklet at the 27th Annual Latin Grammy Awards FashionistaESP Showroom Is Hiring A Wholesale Fashion Showroom & Sales Coordinator In New York, NY (Hybrid)FashionUnitedWho is David Epstein, Hugo Boss’s next CEO?Field NotesParis: 11,161 looks from 267 houses, now on the map WWDFlorence Pugh Wears Gothic Mourning Dress with Vivienne Westwood Pumps at an East of Eden FYC Event in Los Angeles Fashionista'Angels Among Us' Winner Solange Omon Shares Advice for Aspiring Models FashionUnitedRimowa and Maison Margiela release limited-edition travel set Field NotesNew York: 2,080 looks from 49 houses, now on the map WWDAlexander Skarsgård Glistens In Liquid Satin COS Men’s Shirt with Dusty Pink Cummerbund FashionistaMust Read: Smart Glasses Launch Reopens Debate Over Privacy, How Fashion Helped Protect Great Bear Rainforest FashionUnitedMade in France: Mélenchon wants to revive French textile industry Field NotesTokyo: 1,743 looks from 54 houses, now on the map WWDDrake’s Nocta Brand Will Debut a New Nike Technology on Its Next Sneaker Release FashionistaHow This Former Teacher Built a Business Selling and Archiving Vintage Luxury Fashion FashionUnitedBrand Radar: Kardo - the Indian brand turning artisanal textiles into modern menswear Field NotesCopenhagen: 1,455 looks from 51 houses, now on the map Field NotesLagos: 1,409 looks from 50 houses, now on the map Field NotesLondon: 1,164 looks from 33 houses, now on the map Field NotesBerlin: 985 looks from 41 houses, now on the map Field NotesSão Paulo: 287 looks from 8 houses, now on the map Field NotesMexico City: 267 looks from 9 houses, now on the map Field NotesFlorence: 137 looks from 3 houses, now on the map Field NotesMadrid: 131 looks from 3 houses, now on the map Field NotesSydney: 127 looks from 4 houses, now on the map Field NotesSeoul: 37 looks from 1 houses, now on the map

WWDMonica Barbaro Contrasts in Plunging Black and White Brandon Maxwell Gown for GQ’s Men of the Year Party FashionistaICYMI: Hanifa's Relaunch, Nuuly Is 'Spring Awakening''s Styling Partner & Amber Valletta and Teddy Charles on Their New Hair-Care Brand FashionUnitedMr Marvis surpasses 25-store target and eyes new European markets Field NotesMilan: 25,612 looks from 549 houses, now on the map WWDCamila Cabello Embellishes Paris Texas’ Lidia Mules with Rosary Anklet at the 27th Annual Latin Grammy Awards FashionistaESP Showroom Is Hiring A Wholesale Fashion Showroom & Sales Coordinator In New York, NY (Hybrid)FashionUnitedWho is David Epstein, Hugo Boss’s next CEO?Field NotesParis: 11,161 looks from 267 houses, now on the map WWDFlorence Pugh Wears Gothic Mourning Dress with Vivienne Westwood Pumps at an East of Eden FYC Event in Los Angeles Fashionista'Angels Among Us' Winner Solange Omon Shares Advice for Aspiring Models FashionUnitedRimowa and Maison Margiela release limited-edition travel set Field NotesNew York: 2,080 looks from 49 houses, now on the map WWDAlexander Skarsgård Glistens In Liquid Satin COS Men’s Shirt with Dusty Pink Cummerbund FashionistaMust Read: Smart Glasses Launch Reopens Debate Over Privacy, How Fashion Helped Protect Great Bear Rainforest FashionUnitedMade in France: Mélenchon wants to revive French textile industry Field NotesTokyo: 1,743 looks from 54 houses, now on the map WWDDrake’s Nocta Brand Will Debut a New Nike Technology on Its Next Sneaker Release FashionistaHow This Former Teacher Built a Business Selling and Archiving Vintage Luxury Fashion FashionUnitedBrand Radar: Kardo - the Indian brand turning artisanal textiles into modern menswear Field NotesCopenhagen: 1,455 looks from 51 houses, now on the map Field NotesLagos: 1,409 looks from 50 houses, now on the map Field NotesLondon: 1,164 looks from 33 houses, now on the map Field NotesBerlin: 985 looks from 41 houses, now on the map Field NotesSão Paulo: 287 looks from 8 houses, now on the map Field NotesMexico City: 267 looks from 9 houses, now on the map Field NotesFlorence: 137 looks from 3 houses, now on the map Field NotesMadrid: 131 looks from 3 houses, now on the map Field NotesSydney: 127 looks from 4 houses, now on the map Field NotesSeoul: 37 looks from 1 houses, now on the map

← The Designers

Founder and designer, Houga

Moe Ishida

Japanese

Japanese designer who graduated from Keio University in 2011 and studied fashion design at ESMOD Japon in Tokyo. She worked at BIGI and FRAPBOIS before founding HOUGA in 2018, starting with the Spring/Summer 2019 season. The womenswear label presents at Rakuten Fashion Week Tokyo, including a theatre-style show for Autumn/Winter 2026-27.

Houses

Founder and designer
Houga
Since 2018 · about 8 years

Their runway, measured

30 looks in 1 show

Next to every runway we track, Moe Ishida's looks are lighter, more saturated, less tonal and more colour-blocked.

Colours

Black18%
Charcoal14%
Ivory / cream · 2.4× the average14%
Red · 6.3× the average13%
White · 2.0× the average10%
Navy · 1.9× the average8%
Burgundy / oxblood · 1.9× the average5%
Grey5%

Share of garment area across their looks; × is against every runway.

Colour and surface

Lightness45/100lighter · all runways 39/100
Colour saturation16.7more saturated · all runways 12.6
Neutrals66%about average · all runways 60%
Warm hues71%about average · all runways 70%
Tonal looks13%less tonal · all runways 33%
Colour-blockingΔE 42more colour-blocked · all runways ΔE 35
Surface texture5.99more textured · all runways 5.06
Sheen0.082shinier · all runways 0.065

What sets them apart

Shapes, fabrics and details they use far more often than other designers.

Rosettes / corsages 12.9×Mary janes 10.4×Tiered / layered volume 7.0×Ruffles 6.8×Victorian 6.5×Whimsical 5.8×Ruching 4.5×A-line 4.4×

Silhouettes

Tiered / layered volume 47%7.0×
Oversized 40%1.4×
A-line 30%4.4×
High-rise 27%1.5×
Inverted triangle / strong shoulder 23%

Materials

Cotton / poplin 57%1.8×
Wool / tailoring cloth 23%
Silk / satin 23%
Faux fur / shearling 20%4.1×
Lace 20%2.9×

Details

Gathering 53%3.7×
Ruffles 50%6.8×
Oversized collar 33%2.9×
Padding / sculpted volume 33%2.4×
Lacing / ties 27%1.6×

Patterns

Floral 17%2.0×
Check / plaid 10%1.8×
Chevron / zigzag 10%12.5×
Colour-block 10%1.8×
Abstract stripe / brushstroke 3%1.9×

Mood

Romantic 60%3.7×
Whimsical 53%5.8×
Playful 43%2.5×
Subversive 23%2.1×
Austere 23%

Era references

Victorian 20%6.5×

From the AI tags on 30 of their looks. A designer is credited with a house's shows while they lead it; ×: how much more often than across all 25,892 measured looks.

Opening looks

The first looks of each collection

Collections

Houga Fall/Winter 2026 — HougaFall/Winter 2026 · Tokyo · 30 looks