Summary: I admit I never heard of ADEAM, before the presentation earlier this week. I learned it’s Tokyo based luxury brand founded by designer Hanako Maeda. ADEAM is merely her last name spelled backwards (like Harpo). The plum flower logo is also her family crest to symbolize she respects the old in her modern interpretations. Although Maeda was born in Japan, she moved to NYC when she was 5 and even attended Columbia University. Although she didn’t study fashion, she interned and launched her own label in 2011. Last spring she showed at Shanghai Fashion Week and for Spring 2013 ADEAM had its runway debut at Tokyo Fashion Week.
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For Fall ’13, Maeda was influenced by the musical “Into the Woods.” She was fascinated by the way the different folktales intertwined and the mystical forest backdrop. So the collection was a mix of fantasy and modern urban life. She was then further influenced by the works of Gerhard Richter, particularly his works that focused on the forest near his home in Germany and his “Landscapes’ series. SHe then imagined a modern fairytale where a city girl wonders into the woods and is consumed by the eerie forces of nature (that would be scary for a NYC girl). The collection was supposed to reflect the juxtaposition between nature and civilization. What I really noticed were the shoes. The assortment of leather and wooden heeled shoes and booties while probably uncomfortable, were really different and cool.
Colors: white, antique beige,gold, sapphire, blue, midnight blue, green, moss, burgundy, bark, charcoal, black
Fabrics & Textures: silk, chiffon, crepe de chine, wool, waxed tweed, twill, knit, leather, mink, lattice embroidery, laser cuts, leather mesh, deer print, bark print, petrified wood print, wood heeled shoes and booties
Key Looks: Black pleated chiffon dress with lattice embroidery; midnight blue leather mesh dress; burgundy mink dress; moss embroidery silk wool dress; green petrified wood print silk wool chiffon maxi dress; black/blue leather zipper wooden heels bootie; black/green leather notch heels bootie.
– Lauren Dimet Waters
Tags: ADEAM Fall '13, Mercedes-Benz Fashion Week Fall '13, New York Fashion Week