One of Tokyo’s most important fashion exhibitions, rooms, is taking place again this week. We pick up some of the most interesting brands and introduce each one individually

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Rooms Fashion Exhibition, Tokyo, Japan

Sayuri Uetsuki started her hat and accessory brand Coco&Ami last year August. Until then she was a patterned of dog clothes. She apprenticed as a student of a small workshop designing hats for stage productions. “Ever since I was young I wanted to be famous,” she says laughing, “this is my first step.”

“After the first impression of ‘this is cute,’ I want people to be surprised about my designs,” says Uetsuki. She shows a hat with a bunch of fake fur on the side, but when you look inside it also features a beautiful earring of a matching design. Another hat has cute designs of mice and cats, but when you look more carefully you will find they are arranged as musical notes of a famous Japanese song about a cat catching mice. This one also has a hidden earring. Her designs are full of humor. When I show my surprise about the song, she says “you see, that kind of surprise,” and laughs.










See all the articles for rooms 28

Kjeld Duits About the Author

Inspired by the stunningly creative street fashion that exploded on the streets of Tokyo and Osaka in the late 1990’s, photo-journalist Kjeld Duits launched JAPANESE STREETS in 2002. This makes JS one of the first fashion blogs on the net, and the very first to cover Japanese street fashion.

Recent articles by Kjeld Duits:

Comment (日本語もOK)

Such cute and unique ideas. I love how she worked with the song, and the matching earrings. I especially like that grey spider hat.

Feb 28, 2014 (3201 days ago)

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