Really? YAB-YUM’s Patrick Ryan and his wife Mami told me many years ago that they design specifically for the physique of the Japanese woman. They want their clothes to look beautiful on the Japanese women that buy them, not the foreign models that show them as many Japanese designers are wont to do. That is also why they use Japanese models. YAB-YUM was one of the first, perhaps the first, to use Japanese models exclusively in their fashion shows.

That’s a pretty nice and cool way to be patriotic n_n — Or a smart way to create clothes that your customers will truly fall in love with.

I saw this modest and simple collection more Korean — I think the simplicity and modesty in YAB-YUM’s design is very Japanese. It just doesn’t enter the street fashion magazines and fashion blogs. Also, because you see these kind of clothes more outside Harajuku where most photographers, including me, do the majority of their shooting.