MAR. 12, 2020

Newcomer brand questionnaire | pays des fées

pays des fées

pays des fées


Lim Asafuji


Women’s Ready To Wear, Accessories,Bags 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 8, I made clothes for my stuffed toys and I thought it was cute. Since then I keep making clothes.
As a brand I first started with installation with textiles, then it has gradually become works with a structure that people can wear.

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

Wearing the world of fantasy daily. Strange and cute as the main axis, we expand it freely each season.

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

It’s complex.Art, literature, architecture and various cultures. Every year I visit different countries and I feel the texture of the cities, the natural shades of the land.
Various stimuli in my head mix and take shape.

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

With the atelier shop in Nakano Broadway at the head of the list, we display at select shops in Japan.
The tendency of clients is different in age and gender. I collaborate with various artists so there are many people interested in art.

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

Surrealism, Dadaism, Russian avant-garde, new wave, fantasy literature.

About 2021 A/W collection

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

I was presenting collection each season quietly all the time.
I wanted to be seen by more people so I joined Fashion week from this season.

―What is the concept / image for your brand’s 2021 A/W season?

The collection theme is ” Zero gravity utopia ‘
This utopia is an ideal kingdom above my fantasy.
Last year and this year, the world was heavily divided and oppressed. What I want to express in this situation is about softness, sweetness and mesmerizing.
I think that if you could feel soft and look outside with a fair eye, you will have imagination for others.”

―What is your vision for your show / installation?

I will present video and photograph work.
I am editing after recording, and I will show you what is possible because of a careful edit. Please look forward to it !


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

I want to express my view of the world freely by making clothes.


―What does Tokyo represent for you?

A fun city where counterculture and subculture are subdivided.

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

Nakano Broadway, A world-class cult shopping mall.
I like this place so much I set up the atelier shop there. It’s been 11 years that I’m here everyday but I like it more and more.
Small galleries, antique shops and otaku culture are crowded, but hints of daily life are mixed, and the delusions and vitality of many people are swirling.

Regarding the COVID-19 Corona virus

―If any, please tell us any changes you’ve made to the brand and/or designs due to the spread of COVID-19.

There was no change in the design itself, but there was a few in the way of transmission and production.
We reduced the number of types and make each one in detail.
Focusing on build-to-order manufacturing,
we are developing into the idea of valuing each piece of work without excessive production or sales.

Go to Top