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London-based designer Binbin McNiven of the brand TBA, which stands for To Be Adored, was certainly adored by her fans in the Japanese capital at a shopping event on Friday. Dedicated customers crowded into the multibrand boutique Edit for Lulu, where TBA held a sale of exclusive items and reissues of popular styles from the brand’s archives. As shoppers grabbed their favorite looks off the racks, McNiven posed for snaps with eager fans.
 
“It’s overwhelming,” McNiven said. “I’m quite private. I don’t normally show my face and when people ask for a portrait I say no. I think it’s time to come out a bit.”

McNiven launched TBA in Japan in fall of 2010, and already she has a loyal following of fans in the country, where girly clothes enjoy strong success.

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