MAR. 06, 2018

Newcomer brand questionnaire | MIDDLA

Ohal Ando



Ohal Ando


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.

My cousin is a fashion designer and he gave me some garments. That was the start of my fashion life.
I went to fashion design school as the same time of university. I started the fashion brand with my friends who met at the fashion design school and debut in Tokyo collection.

―What is the brand’s concept? What do you want to communicate through fashion designing? What are the images of men and women you want to project?


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

I usually inflating the image while walking in the city, I find the words of concept from listening to the music, I catch sight of signboards and people`s garments.

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

Select shops both in Japan and foreign countries. Ladies who look for unusual feeling in their daily clothes.

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

I affected by the changing scene in Tokyo at all such times.

About 2018 A/W collection

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

I wanted to show MIDDLA`s world view to someone which I cannot express enough in exhibitions.

―What is the concept / image for your brand’s 2018 A/W season?

I cannot express in words yet.

―What is your vision for your show / installation?

MIDDLA is closely related with music so, I want to express something of that part.


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

I am having the trade show in Paris, Tokyo and Shanghai so, I would love to increase the fan in domestic and overseas.


―What does Tokyo represent for you?

Where I was born and raised.

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

Shinjuku. The place where I born and raised. I am still living there.

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

BIG-BOX, Ramen Yamaguchi, O-Kuma lecture-hall , Merci (Not in Paris, in Waseda), Kusamayayoi art museum and la kagu.

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