What is Zakka?

For once, the Japanese word for a fashion phenomenon sounds as hip as it deserves to be: zakka. It's the term for everything and anything that spruces up your home, life and outlook.

- Zakka is the art of seeing the savvy in the ordinary and mundane.

- On one level the zakka boom is just another in a series of consumer fads, but on another it's plugged into something spiritual.

- Cute is not enough. To qualify as a zakka, a product must be attractive, sensitive, laden with subtexts.

Zakka West - the film - is a variation on the theme. It is, indeed, attractive, sensitive and laden with subtexts, but it is an ironic statement about this generation. More often than not, they're more obsessed with fashion than with love.

But nevermind all that... Zakka West is just a fucking cool title.