Chuvaness x National Book Store collection: A new kind of kawaii

The funny thing about Japan is that you’ll never quite understand what it really is. It seems to operate on an entirely different wavelength — there is nothing in the world quite like it. Unlock one part of it, understand one side of its fascinating culture, and another locked door comes your way. And because it’s such a vibrant, energetic place to be in, you look, and look, and look some more. You fall in love with even more of its bustling cities and wonderfully dressed people, knowing that there’s more to it than you’ll never know.

Perhaps that is why blogger Cecile Zamora Van Straten keeps coming back.

The self-confessed Japanophile is the blogger behind Chuvaness.com, a hobby that started 15 years ago that has grown into one of the country’s most influential lifestyle blogs. Van Straten recently teamed up with National Book Store to come up with a limited collection of travel, stationery, and gift items that are perfect, not only for the lovers of anything Japanese, but those with a taste for the finer things with a side of cute.

The partnership feels like a natural collaboration. National Book Store has always been celebrating creative culture, and Chuvaness.com is certainly part of that. More than a personal blog, Chuvaness.com has evolved into a brand of its own — one that is looked upon by the thousands for the hippest and coolest places to buy, eat at, and visit. Through her blog, Van Straten has become a veritable tastemaker: people believe in what she says because they know she’s very particular with her own choices. In her signature wit and fondness for lowbrow and highbrow tastes (from getting starstruck with Comme des Garçons president Adrian Joffe to TV heartthrob Alden Richards), Van Straten’s voice is sought out for its relatable sincerity. If she says yes to something, you know she means it.

This is how you know that her limited collection for National Book Store went through a sharp eye: finely edited, well-designed, well-crafted. It takes inspiration from Van Straten’s many visits to Tokyo, her self-confessed favorite place in the world. Her frequent trips are often accompanied by a blog post about her favorite finds and new haunts — and the occasional “scary” (a.k.a. sub-par) bathroom photo. It would seem that her collaboration with National Book Store is a love letter of sorts to all these trips, a tribute to all things kawaii with a mix of minimalist primness.

To bring those ideas to life, Van Straten says that they vacillated between illustrators and even art directions to go with. “At first I wanted to work with a Russian illustrator but she was asking so many questions and i don’t like to struggle,” she says.

She eventually found illustrator Keeshia Felipe through her younger sister Ana Zamora. Van Straten worked with Felipe and graphic designer Yodel Pe to realize the themes she had in mind. “My frequent trips to Japan paid off,” Van Straten quips.

Van Straten explains that she had gotten the idea to approach National Book Store following the brand’s collaboration with creative personalities such as fashion designer Rajo Laurel, media personality and entrepreneur Daphne Oseña-Paez, and National Artist BenCab. “I’ve always had a good relationship with NBS, since I was a kid it has been my happy place, up to now. National Book Store has sponsored my blog for many years, that’s why I wasn’t shy to approach them for a collaboration after Rajo Laurel had his,” says Van Straten.

National Book Store managing director Xandra Ramos-Padilla says that they were in turn keen to work with Van Straten to come up with a collection that showcased the best of both brands. “National Book Store has always been on the look out for new products we can offer to our customers,” shares Ramos. “Cecile’s unique design point of view was the perfect addition to our growing selection of gift and travel items. She brought her extensive love for stationery and Japan together to come up with a dream collection for her readers and our customers.”

When asked for their personal favorites within the collection are, Ramos says that one of her personal favorites are the travel pouch and the notebook. “It has a plastic sleeve where you can put your ticket,” she says. “I also like the notebook with the kinds of paper — lined, grid, and dotted.”

“Oh, I love everything!” Van Straten says when asked for her favorites. “Hard to choose. I love the shiny cases most of all. They look so Japanese.”

The line features more than 15 items for travel, organizing, gift-giving, or personal indulgence. It’s a collection that includes a carryall, a baby bag, organizer clutch, multi-pouch canvas, shoe bag, coin purse, touch clutch, utility kit, memo pad, notebook, note card set, gift wrapper, gift tag sticker, and fancy doll stickers. Much like Japan itself, there’s definitely something for anybody with a taste for all these Japanese. You don’t even need to book a ticket and go — all you need is right here.

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The limited-edition Chuvaness x National Book Store collection is available in selected National Book Store branches. Shop online at nationalbookstore.com or call the delivery hotline 8888-NBS (627). Follow National Book Store on Facebook, Twitter, and Instagram (@nbsalert). Share your Chuvaness finds using the hashtag #ChuvanessxNBS.