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    Fuji Maeda arrived in the UK in September 2002 with a couple of suitcases of vintage kimono and two screaming kids. Within six months, her kimono collection had attracted the attention of some of the top names in British fashion enchanted by the stunning designs. All are handpicked on buying trips throughout Japan. The selection is very personal: bright, vibrant colours that are light years away from the more subtle designs traditionally associated with kimono. "I knew I liked these bright colours, but wasn't sure that anyone else would share my passion," says Fuji. "I was delighted by the response."
Some designers use the kimono for inspiration, others simply to wear themselves. The obi, with more than four meters of silk, make wonderful wall hangings or can be used to make accessories such as bags or cushions. The website was set up in October 2003 due to public demand. "People kept asking where they could see the full collection. The Internet seemed the ideal place to showcase everything." The native of Kyushu in southern Japan is keen to keep the internet service as personal as possible. "In Japan, kimono shops pride themselves on their level of service. That's how we want it on the website. There's no shopping basket or checkout till. It's just too impersonal. Instead, the customers simply e-mail to tell me which kimono they are interested in, and we go from there. The buying process probably takes a day or two longer, but I've always believed a kimono is for life, not just a snap purchase." Fuji regularly exhibits at the Vintage Fashion Fair at Hammersmith Town Hall. Contact http://www.pa-antiques.co.uk/ for details of the next show or contact us for further information. |
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