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Semi couture hand crafted pieces of extreme beauty

Yab-Yum is Tibetan for father-mother and a common symbol in Buddhist art, representing union and sexual polarity. Quite an appropriate name for a brand that is run by a couple. British-French designer Patrick Ryan and Japanese designer Mami Yoshida (吉田真実) met at Central Saint Martins College of Art and Design in London.

Ryan was born in France in 1964. He studied at The Glasgow School of Art, before entering Central Saint Martins in 1987. Yoshida was born in Japan in 1966 and studied at Oda Fashion College (織田服飾デザイン専門学校) in Tokyo, from which she graduated in 1986. Yoshida entered Central Saint Martins in 1987 as well.

After graduation, both started working for European brands, such as Jean Muir and Culture Shock. They returned to Japan in 1989 to work for Kansai Yamamoto, and then set up YUB-YUM in 1994.

YUB-YUM creations are a mix of semi couture hand crafted pieces that usually convey a warm and soft mood.

Initially, the brand was heavily inspired by Eastern religious imagery, such as Bhuddist priests. But over the years, Ryan and Yoshida have employed imagery as varied as Arabesque print motifs and goth rock. Since their start, YAB-YUM has aimed to be, in their own words, “the most edgy and in depth brand in Tokyo.” But in spite of their edgy and avant-garde designs, the image of YAB-YUM that became popular was interestingly that of soft lacy Victoriana. They have worked hard to rectify this.

The designer couple strongly believes in the non-corporate vision and they us their own money for their collections. Besides running their brand, both also teach at Musashino Art University (武蔵野美術大学).

Contact Data

3-6-24, Jingu-mae, Shibuya-ku, Tokyo, 150-0001 JAPAN
(+81) 03-3479-1143
Japanese fashion

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