Adeam Spring 2020

There is an East-meets-West design aesthetic almost every season at Adeam, the fashion brand by designer Hanako Maeda that has quickly become a favorite of celebrities including Maggie Gyllenhaal, Suki Waterhouse, Michelle Obama, and Oprah Winfrey. Maeda is continuously inspired by her two favorite cities, New York and Tokyo, creating an aesthetic that is part Japanese street style and part American contemporary. Maeda transported the audience to the port of Yokohama—where the Japanese first encountered Western culture when Commodore Matthew Perry arrived just south of Yokohama with a fleet of American warships—for her latest collection.

City girl style met nautical dressing as knitwear and tailored pieces were laced with classic maritime details such as stripes and sailor collars. Chunky sweaters in Adeam’s signature Angel Hair Cotton yarn, a fabric used to create breathable, lightweight pieces, included the color palette of ocean such as oyster beige, aqua blue, navy, and terracotta. They were accented with nautical stripes and sleeves that unbuttoned to expose a touch of skin. This increased versatility, giving consumers the ability to go from an early, balmy spring day to wearability in early summer temperatures.

Maeda also draws inspiration from kawaii, the culture of cuteness in Japan which refers to people and things that are charming, vulnerable, shy, or childlike. This inspiration was demonstrated in pieces like convertible sleeves and bold strip shirting. These playful, youthful sweaters were paired with structured, tailored pieces like sailor jackets, resulting in elevated, yet comfortable looks.

The more delicate cocktail dresses and evening gowns were inspired by a more fairytale-like idea of the ocean. Dresses were embellished with pearls and crystals that looked like droplets of water on the skin. Maeda also took an unconventional approach to seersucker, using it to create whimsical ruffles of red and oyster beige.

Images courtesy of Karla Otto

As Adeam’s celebrity clientele list grows, Maeda is now creating more red-carpet worthy looks.  While there are still tons of day wear to be found, Adeam has expanded beyond elevated, tailored looks that are worthy of the Fashion Week street style photographers into looks fit for Hollywood’s prominent actresses. Adeam continues to be a brand with something that every woman would want to own.

Kristopher Fraser

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