Spotlight - Pacific Media Expo Guest of Honor
Innocent World Fashion Designer Ms. Yumi Fujiwara!
Innocent World is a Japanese gothic Lolita clothing store and brand located in the Harajuku neighborhood of Shibuya-ku, Tokyo, Japan. The clothing, designed by Yumi Fujiwara, is inspired mainly by classic clothing from the 18th and 19th century aristocracy of France and England.
What a treat to meet Innocent World’s designer Ms Yumi Fujiwara! Innocent World is a Japanese clothing brand best known for their classic Lolita styled designs. They are one of the forefront Lolita labels in Japan currently featured in the latest volumes of Gothic & Lolita Bible and KERA. Ms Fujiwara brings to the fashion world a uniquely steadfast convection to stay true to her vision and design clothing that are both sensible and expressive. During the panel, Ms Fujiwara answered questions about her upbringing, design philosophies, and influences.
(Q) How long have you been involved in designing cloths and did you receive any formal training?
(A) 13 years. I attended a tailor’s school for 3 years and worked as a designer at another firm before starting my own company. My mother, who was a seamstress, always said her daughter would be a designer and encouraged me to peruse my dreams. I’m happy to say my mother is quite proud of my accomplishments.
(Q) Do you follow industry trends and has the internet affected your design decisions?
(A) No. I do not follow nor concerned myself with trends. As a child I lived in Kobe and was exposed to many European influences. I dreamed of incorporating these elements into my design work and that is how I’ve lived my life.
(Q) How did you feel about starting a company as a woman in Japan?
(A) It’s not really difficult for women. Men are usually more interested in the popular and cheaper brand markets. I stand by my brand and do not care if it’s not super popular. My designs are very personal and are a sort of
self-portrait.
(Q) Any tips for American designers influenced by your designs?
(A) Inspiration is good but you must find your own “self expression” to set yourself apart from everyone else.
(Q) Do you plan to accommodate sizes beyond the Japanese market?
(A) I have been looking into this subject and working to incorporate changes.
(Q) Will Innocent World move to styles beyond the “Victorian Influence”?
(A) No plans. I want to be known as the number one classic Lolita style designer.
(Q) Do you feel the Lolita fashion has slowed-down and lost some of its appeal?
(A) I’m not sure about the industry as a whole but I have seen the classic styles going more mainstream which has increasing demand for Innocent World designs.
(Q) What is the biggest difference between Japanese and American Lolita’s?
(A) Not much difference. It’s a lifestyle that transcends cultures.
(Q) How do you choose people to model your cloths?
(A) I use modeling agencies that know my style. I also use people on my staff that enjoy wearing and showing my designs.
(Q) What are some childhood memories?
(A) As a child I grew-up near the beach and remember how beautiful it was to spend time listening to the waves and playing in the water. Also, I really enjoyed flower arrangements and tea ceremonies which were creative influences.
(Q) Coming to America, how did you feel the first time you recognized a dress you design worn by someone here?
(A) I almost cried with joy!
(Q) Speaking of America, have you seen an increase in customer interest?
(A) Yes! I wish each customer could try-on my dresses.
(Q) Finally, are there any places in the world you wish to visit?
(A) Paris! That would be a dream.
At the end of this panel Ms. Fujiwara thanked all the guest for their time and interest in Innocent World fashion.
(Q) How long have you been involved in designing cloths and did you receive any formal training?
(A) 13 years. I attended a tailor’s school for 3 years and worked as a designer at another firm before starting my own company. My mother, who was a seamstress, always said her daughter would be a designer and encouraged me to peruse my dreams. I’m happy to say my mother is quite proud of my accomplishments.
(Q) Do you follow industry trends and has the internet affected your design decisions?
(A) No. I do not follow nor concerned myself with trends. As a child I lived in Kobe and was exposed to many European influences. I dreamed of incorporating these elements into my design work and that is how I’ve lived my life.
(Q) How did you feel about starting a company as a woman in Japan?
(A) It’s not really difficult for women. Men are usually more interested in the popular and cheaper brand markets. I stand by my brand and do not care if it’s not super popular. My designs are very personal and are a sort of
self-portrait.
(Q) Any tips for American designers influenced by your designs?
(A) Inspiration is good but you must find your own “self expression” to set yourself apart from everyone else.
(Q) Do you plan to accommodate sizes beyond the Japanese market?
(A) I have been looking into this subject and working to incorporate changes.
(Q) Will Innocent World move to styles beyond the “Victorian Influence”?
(A) No plans. I want to be known as the number one classic Lolita style designer.
(Q) Do you feel the Lolita fashion has slowed-down and lost some of its appeal?
(A) I’m not sure about the industry as a whole but I have seen the classic styles going more mainstream which has increasing demand for Innocent World designs.
(Q) What is the biggest difference between Japanese and American Lolita’s?
(A) Not much difference. It’s a lifestyle that transcends cultures.
(Q) How do you choose people to model your cloths?
(A) I use modeling agencies that know my style. I also use people on my staff that enjoy wearing and showing my designs.
(Q) What are some childhood memories?
(A) As a child I grew-up near the beach and remember how beautiful it was to spend time listening to the waves and playing in the water. Also, I really enjoyed flower arrangements and tea ceremonies which were creative influences.
(Q) Coming to America, how did you feel the first time you recognized a dress you design worn by someone here?
(A) I almost cried with joy!
(Q) Speaking of America, have you seen an increase in customer interest?
(A) Yes! I wish each customer could try-on my dresses.
(Q) Finally, are there any places in the world you wish to visit?
(A) Paris! That would be a dream.
At the end of this panel Ms. Fujiwara thanked all the guest for their time and interest in Innocent World fashion.