In 2012, Hanako Maeda went on to launch her own New York-based fashion line, ADEAM, originating from her family name, Maeda. Her parents’ fashion house, FOXEY—a luxury lifestyle brand founded in 1980 that has expanded to 18 standalone stores in Japan. Her collection debuted at New York Fashion Week for Fall 2013, and the brand now has over 20 stockists worldwide and three stores in Tokyo, including the flagship store at Tokyo Midtown in Roppongi. In addition to expansion in distribution, ADEAM has built a strong celebrity following regularly dressing names such as the former first lady Michelle Obama, Oprah Winfrey, Anne Hathaway, Brie Larson, Gemma Chan and Queen Rania of Jorda.
While the house couldn’t invite guests to the world of ADEAM this season, they wanted to find a way to deliver the brand’s spirit to their audience abroad. This desire resulted in a collection video shot on the grounds of Meiji Kinenkan, a reception hall built-in 1881 to welcome important guests from abroad to the Akasaka Temporary Palace. A stone’s throw away from Harajuku, the heart of Tokyo street style, this juxtaposition of the old and the new is very much a part of ADEAM’s DNA. The lush, manicured greenery made for the perfect backdrop for ADEAM Spring/Summer 2021 collection and to get a taste of both modern and traditional Japan.
The palette reflects the shades of the season—the bright blue of the cloudless sky, the dusky orange of the dog-day afternoon, and the olive, indigo, and camel of summer vegetation. The colors are combined in a bright watercolor print, creating linear movement in both voluminous and sleek shapes.
Végül essen szó a márkáról, ami nagyon érdekes történettel rendelkezik. Az ADEAM név az alapító tervező Hanako Maeda vezetéknevének visszafelé olvasott verziója.