beautiful people is a Japanese fashion brand launched in 2007 by designer Hidenori Kumakiri. Established by Kumakiri, who previously worked as a pattern maker for Comme des Garçons, the brand is based on the concept of "proposing new perspectives and values in daily life through clothing."
Focusing primarily on womenswear but also offering menswear, the brand handles a wide range of items from apparel to shoes and bags. Its rider jackets and trench coats are particularly popular as signature pieces. The brand is characterized by experimental designs that allow for multiple ways of wearing a single garment, such as through excessive functional beauty, multi-layered structures, and reversible specifications, and it received the Mainichi Fashion Grand Prix in 2020.