muted
アパレルメーカーが服だけではなく他の生活用品を販売するようになってきました。
mutedと聞きますと「（（正式））音が弱められた、消音された」（『ジーニアス英和辞典 第３版』大修館）を想起しますが「＜色が＞ぼかされた」（ibid）という語義もありOxford Dictionaries Onlineでは’ (of colour or lighting) not bright; subdued’と載っていました。そのためここでは少々意訳しまして「派手ではない」と解釈できるかと思います。(Shou-VR*)
Apparel makers seek to sell you a lifestyle
Major clothing makers are enhancing their new stores under a lifestyle concept, offering customers products other than fashion items in a bid to compete with the growing fast-fashion industry.
Major Japanese apparel manufacturers have recently started offering items such as household goods, food products and bicycles at their stores, as they seek to appeal to the lifestyle interests of customers.
In September, Jun Co. opened a new shop, Salon Adam et Rope, in a shopping complex attached to JR Kichijoji Station in Tokyo’s Musashino.
The shop sells a variety of goods, including simply designed clothing made with natural materials and targeted at women in their late 20s who like a muted fashion style. The store also sells baked goods from a popular bakery and seasonal food items.
