Adeam isn’t a brand that comes to mind when you think about something cozy to wear while lounging around at home. Hanako Maeda’s designs are typically statement-making, the kind of well-tailored dresses, skirts, tops, and outerwear that are meant to be seen. Even her more fluid pieces, as well as those made specifically for travel and wearability from machine-washable fabric, are too stylish to live in quarantine.
This season, as is the case with many designers, Maeda decided to shift her focus a bit. Her resort lineup is themed around the idea of staying home. Instead of a traditional look book shoot, the designer enlisted her local friends in Tokyo, all of whom are professional models. They styled themselves in the new clothes and had their family members or partners snap iPhone photos of them, some getting ready in their bathrooms, others sitting in chairs in their living rooms. But even though the pandemic forced Maeda to change direction, her creations remained distinct and delightful. Soft shirting and comfy hoodies came with her signature “kawaii” ruffles and balloon sleeves, and trousers were cut in a surprising shade of blush pink.
The tightly edited collection was entirely made with Maeda’s machine-washable Japanese crepe, all upcycled from her previous collections. On top of adopting a more sustainable model, Maeda is also giving back financially: She has pledged to donate a portion of her sale proceeds to UNICEF in an effort to raise funds for children affected by COVID-19 around the world. All in all, this was a thoughtful, smart, and concise new alternative to Maeda’s typical wares. It will be exciting to see if she continues to evolve it as social distancing rules are eased.
