How Hanako Maeda Is Using Her Japanese Culture To Influence Her Designs
Imagine growing up surrounded by your parents working in factories and ateliers as a child and, then growing up to be a designer yourself. That’s the case for Tokyo-born designer Hanako Maeda, founder and creative director of ADEAM. As a young designer with a 5-year-old brand, Maeda is passionate about making a difference through her designs. She’s packed out shows for New York Fashion Week and most recently she’s launched an exclusive handbag line with Bergdorf Goodman. Hanako designs pieces for the wardrobe of a “real woman.” She feels that while “many handbags are pretty, they are not practical,” and ADEAM is changing that.
Teen Vogue spoke with her about the launch, her Japanese heritage, and the inspiration behind her brand ADEAM that has been worn Michelle Obama to Anne Hathaway.
Teen Vogue: Congrats on your handbag launch in Bergdorf’s US market launch! What was your inspiration for the bags?
Hanako Maeda: Thank you! I was inspired by my hometown of Tokyo for the new ADEAM handbag collection. Tokyo is a very unique city because it fuses traditional ideas with youth street culture. I wanted to capture this aesthetic by merging artisanal Italian bag-making techniques with Harajuku "Kawaii" culture. The statement hardware such as the "Kira Kira" ring and the "Limelight" chain adds a quirky touch to the elegant femininity of bags.
Teen Vogue: The handbag industry is a booming one and a bit oversaturated at the moment. What makes ADEAM handbags different?
HM: Functionality and convertibility are an important aspect of ADEAM ready-to-wear, and I wanted to carry over this philosophy to the handbags. Many handbags are pretty, but not very practical. For instance, for the Limelight Chain Bag, the chain handle is removable and can be replaced with a crossbody leather strap, which makes the bag a perfect day to night piece.
Teen Vogue: What challenges do you face being a young woman designer?
HM: I think I’m very lucky to be in an environment where I have such a great support system. As a designer, it’s very important to build your team, who are the people that help you bring your vision to life. Over the past few years, I’ve been able to build such a great team that has become my family. I’m also incredibly grateful for having wonderful mentors in the industry, Linda Fargo of Bergdorf Goodman has been an amazing mentor, and it’s such an honor to have her support.
Teen Vogue: How would you describe your personal style?
HM: I love mixing quirky pieces with timeless basics. There are many staple styles of ADEAM, like our classic white cotton shirting or Japanese crepe wide leg pants, that I’ve kept in my wardrobe forever, and I mix these pieces with something new from the current season.
Teen Vogue: Do you keep that in mind when creating for ADEAM?
HM: I want to create pieces that speak to many women, with different lifestyles. This is one of the reasons why functionality is important to me. Many pieces from ADEAM are made from Japanese fabrics that are machine-washable and wrinkle-free. I think it’s important for clothes to become an everyday staple as well as being beautiful on the runway.
Teen Vogue: Who is the ideal ADEAM girl?
HM: The ADEAM girl is someone who knows her style, but also loves having fun, and is not afraid of trying new ideas. I always love adding a quirky element to my pieces, whether it’s a deconstructed bow sleeve or a halter neck collar for a classic oxford shirt. I think these unexpected elements are what makes ADEAM fun and different.
Teen Vogue: You’ve dressed amazing people including former first lady Michelle Obama. Who is your dream celebrity to dress?
HM: I’ve been so lucky to dress wonderful women like Michelle Obama and Anne Hathaway. It would be my dream to design for Oprah one day!
Teen Vogue: Any advice for young designers?
HM: I think it’s important to believe in your vision, and never give up. There are always people that will notice you if you believe in yourself and work hard to make your dreams come true.
Shop Hanako’s exclusive ADEAM bags at Bergdorf Goodman to add a fun new staple to your wardrobe and her collection on ADEAM.com.
This interview has been edited and condensed.
