Newcomer brand questionnaire | AYÂME
Men’s & 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.
Looking back now, ever since I was a child I was surrounded by family who each influenced me by their various professions. My grandmother was a very creative person, she made many clothes by hand for us and also designed her own house. My grandfather was a business man who enjoyed oil painting. My paternal grandmother who worked at a department store and her husband was running a textile trading company. My mother used to teach flower arrangement and my father was an architect.
The ten months of work as an employee made me realise how much I miss and love creative work and to become independent. Right after I made the decision, I went to Europe to study at CSM first in London then to Paris to gain experiences in working at fashion houses such as KOCHÉ and CHANEL.
―What is the brand’s concept? What do you want to communicate through fashion designing?
With our concept ‘Modern Craftmanship’ aims to incorporate a contemporary and experimental use of textiles with traditional craftsmanship that have been handed down through generations and we want to make people feel excitement by wearing our clothes. We like to leave certain things up for interpretation. We do not look for a particular figure or personality, we rather want people to wear our brands with their own way to enhance their individuality regardless of nationality, age or gender.
―What is your source of inspiration in creating fashion? What is your process of developing a design concept?
My first step is to visit textiles manufacturers to get a sense to draw a map for a next collection by interacting with craftsman. From there on I gather as much information as possible to build up ideas and come up with a storyline. By the time I get there, I also start to put together a combination of textiles, silhouettes and their details.
―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.
Those who enjoy and value who they are with a playful mind regardless of age and gender.
―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?
The atmosphere of London and Paris where I studied, worked and lived.
Especially those people I spent time with at CSM, their excellent skills and avant-garde aesthetics of creation , Christelle Kocher, a founder of KOCHÉ, who gave me an opportunity to work for her at the time of her own label’s establishment and Maison Lemarié where I was lucky enough to be a part of behind the scenes and experience the creative process of CHANEL.
About 2022 S/S collection
―Why have you chosen Tokyo (Rakuten Fashion Week TOKYO) as the venue for presenting your collection?
It is a privilege as well as challenge for us to have the opportunity to present our collection as part of Rakuten Fashion Week for the first time and we would like to make this occasion to reach a broader audience.
―What is the concept / image for your brand’s 2022 S/S season?
The theme for this collections is “SPACE CRAFT”. The word “SPACECRAFT” itself evokes a futuristic mood, but at the same time, it calls up a space ; what’s beyond, the places where things are created by yourself. Also, each garment is like the space where individual can reflect things on in one’s point of view. Creating something new by enabling nostalgia and its modern interpretation coexist. Relaxed but powerful, active, free and full of energy. The collection reminds us to look at the bright side of life with a futuristic workwear that radiates an optimistic mood.
―What is your vision for your show / installation?
The scene starts at a retro hotel lobby, models walking down a corridor which has rather a futuristic atmosphere. Whereto the corridor is headed is up to each of us to decide where. The corridor is like a tunnel leading to wherever you want to go.
Respecting identity and diversity, we creates in the full optimistic mood which enables you to trust yourself and move forward.
―What are your brand’s future outlook and goal?
To pursue the way we believe by integrating the traditional craftsmanship with modern interpretation. Our goal is to keep creating and to produce long-lasting products which make people feel uplifting energy at the same time. Our aim is to make all the people who’re involved in our creative journey proud.
―What does Tokyo represent for you?
The place where I was born and grew up.
―Which parts / sites of Tokyo do you like most? Why?
Marunouchi Nakadori, Miyashita Park Rooftop
―What are your favorite / recommended shops (of any genres, e.g. fashion stores, homeware stores, food services), facilities and sites?
Jiyugakuen Myonichikan which built in 1921 and designed by Frank Lloyd Wright.
About efforts for SDGs
―Please tell us about your brand and personal efforts and challenges regarding SDGs.
In terms of sustainability we suggest a new standard by creating long-lasting and uplifting clothes which are able to wear season after season no matter what the trend is by combining the traditional craftsmanship with modern interpretation.
Not only we try to use environmentally friendly materials but we also approach SDGs by our own way. In this season, we use the fabrics which made by using traditional techniques and try to pass on craftsmanship through our creation. Also, we purchased the excess textiles from factories to reuse and add new value to them.