MAR. 10, 2022

Newcomer brand questionnaire | PEIEN




Naoko Izawa


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.

I have been aiming to be a painter since I was little. I have learned various encounters and connections with oil paintings, university graphic design, and art that I learned from around the age of eight, and I am inspired by the five senses to create things by incorporating them into design. I studied abroad in Japan and met the first fashion at Bunka Fashion Graduate University. I was shocked to see Paris Fashion Week during my school training, and I wish I could announce my brand in Paris someday on my return flight. After graduating from graduate school, I worked for an apparel company for 4 years and launched the brand in 2016. Due to childbirth in 2019, it will be suspended for one year and restarted from 21SS.

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

“Fashion is not something that only exists in dresses, but also exists in fragrance in the air.
It reflects our thoughts, experiences, and also our 5 senses.
PEIEN would like to make clothes that won’t wear away with time.
It conveys an image of an aspiring and beautiful female,
more to that reveals the glamour of every transitory moment in a women’s life.
PEIEN is dedicated to pursuing meaningful, sustainable slow living,
emphasizing the minimally essential that guarantees the quality of life.”

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

It ’s something I feel in my daily life.

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

JAPAN,BEIJING,select shop

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

Daido Moriyama, Nobuyoshi Araki, Tadao Ando, Comme des Garçons, Chara

About 2022 A/W collection

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

The lookbooks announced so far have mainly been still images. I wanted to give a presentation in a different way, so I hoped to announce this Rakuten Fashion Week. I want to convey the brand’s world view to more people.

―What is the concept / image for your brand’s 2022 A/W season?


―What is your vision for your show / installation?

The back


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

Making things like PEIEN so that you can work in Paris


―What does Tokyo represent for you?

If you make an effort, you will get closer to your dreams. TOKYO at night is a fantastic city.

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

Kamakura , Sea , BBQ , Hot pot

About efforts for SDGs

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

I want to be a farmer.

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