MAR. 13, 2015

Newcomer brand questionnaire | byU

Hiroki Uemura



Hiroki Uemura


Women’s / Clothing and Goods

Brand information / About the designer

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

I think it’s simply the fact that I enjoyed drawing pictures and idolized both fashion shows and Paris that I wanted to become a designer. The connections that I made while continuing design work at a few different companies with staff and managers, who form partnerships and have a genuine understanding for my own identity and creations, became the road which lead to the launch of this brand.


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

The brand concept is “cute clothing for adults.”
The goal is to simply deliver something that is both visually and sensually cute, lovely, and impressive through my creations.
The female image is one of Jane Birkin in her younger days.
A Chanel jacket with a basket bag…
Carrying an Hermes Birkin all crumpled up…
I want to take that sense of “mismatch,” as it was called at that time, and adapt it to modern times in order to tickle a sense of playfulness and girlishness lurking within socially and personally fulfilling women.


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

Archives of my own life and a mix of the impression of things that I have touched, heard, and seen at this moment become my source of creation.


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

Although there are no sales outlets yet since it is a new brand, we have plans to basically expand through department stores. We hope that women who can touch and see with their own eyes the products that our maison creates will become fans.


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

“Jean Paul Gaultier”
I was impressed when I saw the video of a show when I was a high school student; I think it was of one of the designer brand booms.
This was the first maison in which I was able to become involved with design work as a new employee.
I still hold many impressions from these times in my heart.


About 2015-16 A/W collection

―Why have you chosen Tokyo (or MBFWT) as the venue for presenting your collection?

I simply have the desire to do a show, and would like for people to become aware of the brand name, even if only slightly.


―What is the concept / image for your brand’s 2015-16 A/W season?

The same as the brand concept.


―What is your vision for your show / installation?

Although it might be a bit old, I want to make it a runway show with a clear introduction, development, turn, and conclusion.



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

I want to transmit the “made-in-Japan cuteness” type of high quality that is made by Japanese designers to the world.



―What does Tokyo represent for you?

It is the only city that can mix a variety of cultures and create originality.


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

I like that every part of the city is distinctive.


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

・Shinjuku Isetan
I am inspired each time I go, just as when I saw the “Galeries Lafayette” in Paris for the first time.
I have a feeling of wonder each time I peer through the window display of the Omotesando shop.


Go to Top