AUG. 25, 2022

Newcomer brand questionnaire | FETICO




Emi Funayama


Women’s / Ready to wear,Shoes,Bags,Hats,Accessories and others

Brand information / About the designer

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

When I was in elementary school, my mother told me that I should do what I like in the future, and I loved fashion more than anything else, so I decided to become a designer.
The influence of the manga “”Neighborhood Story”” is also great.
After graduating from a ESMODJAPON, I gained experience with various brands for about 10 years, and launched the brand in 2020.

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

The concept is “”The Figure: Feminine””.
When designing, I am most conscious of women’s bodies.The line is beautiful, attractive, sometimes unique and fresh, and it is particular about the way women look at their bodies positively and cutting them.Among them, I would like to design a new female figure.

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

It comes from a female image, and it reflects my mood, researching art and vintage clothing.

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

Select shops throughout Japan are the main wholesalers.FETICO customers are people who really enjoy fashion.

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

Vivienne Westwood,Comme des garcons,Alexander Mcqueen,and Alaia…there is no end to it, but the influence of fashion brands I saw in my teens and early 20s is significant.

About 2023 S/S collection

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

Feeling the growing popularity of the brand, I began to want to hit the big stage of the show.

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

I was inspired by Izumi Suzuki.


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

I want to develop the brand carefully.I would like to be an attractive brand not only for FETICO fans but also for employees, craftsmen, and everyone involved.


―What does Tokyo represent for you?

a place where dreams are nurtured

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

I like the area around Setagaya Park.It is also recommended to take a walk in the park, go around nearby shops, and rest at a cafe.There are not too many people and they are calm.

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

OFF (hair salon), FRANZ (restaurant), Bay Tokyo apt.(vintage shop)

About efforts for SDGs

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

I’d like to try upcycling the dead stock fabric.I would also like to be involved in material development.As an individual, I try not to take out trash, and when I consume it, I try to imagine the backbone of the product and choose carefully made products.

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