Perennially inspired by her childhood and Japanese culture, Hanako Maeda wandered off (at least mentally) to summer vacations spent at her parent’s lakeside home in Kawaguchiko near Mt. Fuji. Either physically or mentally, that sort of wilderness escape from the hustle and bustle of city life has been a growing trend during these long quarantine months.
“I wanted to focus on this calm and serene aspect of summer and having this moment of self-reflection because for myself, too, during this entire year I had an almost negative outlook on all of the restrictions that came about because of the pandemic,” Maeda said on a call from Tokyo. “The social distancing, being alone, not being able to see my family…I wanted to spin this in a way that became more of a positive experience.”
Though called pre-fall, Maeda’s collection was rooted in lightweight, relaxed and voluminous silhouettes geared more for summer dressing. She drew color inspiration from that lakeside retreat — the sunny yellow of buttercup flowers, cherry blossom pink and soft sand beige juxtaposed against fiery red inspired by summer heat and bright sky blue — and developed a hydrangea print set on easy dress shapes. The overall mood was upbeat, easy and still sophisticated, where Maeda made a compelling case that what you wear, now more than ever, can bring joy and a sense of purpose to monotonous days at home. “This collection is really about dressing for yourself,” she said.
She went for delicate fabrics and textures like a modern linen ruched into soft shapes, the brand’s signature matte Japanese crepe, crisp denim chambray cut into trousers and skirts, and superfine georgette plissé cut into the kind of quirky volume Adeam has become known for.
Alongside the pre-fall collection was an equally enticing (and smart) capsule of “room wear,” which will be exclusive to the brand’s e-commerce site launched this year. Crafted from deadstock fabrics she’s kept from past collections, a voluminous sleep dress or pajama-like set have a sense of familiarity and versatility where they’re comfortable enough to sleep in and work for different occasions. “I think that’s something I’ve really been working on: creating pieces that feel more timeless and you can style with past collections. It becomes this continuous narrative.”
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