MAR. 10, 2023

Newcomer brand questionnaire | SAYAKAASANO



Sayaka Asano


Women’s / Ready To Wear

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

have loved drawing since I was a child, so I had a vague idea that in the future I would want to create things through drawing. After entering junior high school, I realized I am more confident by wearing clothes I like than wearing trendy clothes. This made me want to be a designer.

―What is the brand’s concept? What do you want to communicate through fashion designing?

SAYAKAASANO ‘s concept fits the hearts of people who feel out of touch with the rest of the world.
Clothes are something you wear every day, not just for special occasions. So I believe that they should be wearing something unique that express themselves, imposing a sense of value often expressed as “ness”. This uniqueness is expressed by intentionally incorporating a sense of “out of place”-ness.
We hope that by wearing SAYAKAASANO clothes, you will be able to take a new step in your own way in your day yo day.

―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

My sketches comprises and are inspired by pictures taken, recollection of dreams, the roads I usually walk on, the discomfort I feel when I see people, and the ordinary events.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

We mainly sell in vintage clothing or select shops in Tokyo. As for our repeat customers, many of them got to know about us through joint exhibitions and exhibitions at ME school, the school I attended. When meeting customers in person, I got the impression that they enjoy various styles by incorporating the clothes of SAYAKAASNAO.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

From an early age, I was only concerned about my surroundings and was not influenced by popular trends.

About 2023 A/W collection

―Why have you chosen Tokyo (Rakuten Fashion Week TOKYO) as the venue for presenting your collection?

In 2020, when I started SAYAKAASANO, the coronavirus had already spread all over the world, and fashion experienced digitally increased.
However, every time I had a physical dialogue at pop-ups and exhibitions, I felt that you can’t convey the vividness of clothes and people unless you actually see them.
The great aspect of a show which is different from the digital format, is that you can experience not only the clothes but also the music, smells, and textures of the space. The ability to see the shape of the clothes from different angle including the front angle. Although the time to appreciate each one is short, I think that’s why it’s important to unconsciously concentrate and feel the concept of the brand.

―What is the concept / image for your brand’s 2023 A/W season?

“fondness, pitiful”
(itooshii, itawashii)
A question about “fondness (Itooshii)” who cares about others.
Is it okay to dismiss the word “Itooshii” only in its beautiful meaning?
A slight turbidity born from the feeling of “I love you”.
It’s more dear than anything else, but it’s a “deplorable” feeling that makes you want to erase it with your own hands.

The contradictory “fondness” and “pitiful” come side by side.
It’s a familiar feeling that everyone feels, and I dare not put it into words.
I want to accept both emotions by wearing it.

―What is your vision for your show / installation?

dreams in everyday life


―What are your brand’s future outlook and goal?

It is to continue the brand as a business while deepening the creativity.


―What does Tokyo represent for you?

A microcosm of Japan where people from all over Japan gather.

―Which parts / sites of Tokyo do you like most? Why?

Back of Harajuku street and Shimokitazawa. Since I became interested in fashion, it’s a place with many second-hand clothing stores that I used to shop at.

―What are your favorite / recommended shops (of any genres, e.g. fashion stores, homeware stores, food services), facilities and sites?

The riverbed of the Tama River. Because the sky is wide

About efforts for SDGs

―Please tell us about your brand and personal efforts and challenges regarding SDGs.

I believe that in the future fashion, the gap between gender and seasons will continue to narrow.
For that reason, I would like to continue producing and presenting without being bound by the concept of releasing twice a year for each season.

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