Floor designer

Adeam will open a pop-up on Madison Avenue in June – WWD

In recognition of its 10th anniversary, Adeam, the designer collection founded by Creative Director Hanako Maeda, will open a pop-up on Madison Avenue in New York City on June 15.

The store will feature both the Adeam collection, as well as Adeam x Carolyn Murphy, a collaboration inspired by Maeda and Carolyn Murphy’s shared appreciation for Japanese culture and sustainability.

The sprawling five-story building at 770 Madison Avenue will house Adeam’s collections on the first two floors, which span over 2,500 square feet. It will be open until the end of July.

Adeam will open a pop-up at 770 Madison Avenue on June 15.
courtesy image.

Opening week will feature guest activations and programs, including a bespoke floral installation by New York florist Popupflorist, as well as refreshments from Lady M, known for marrying French baking techniques with Japanese sensibilities.

Later in June there will be an intimate exhibition of selected works by photographer Sophie Elgort which will be curated exclusively for the Madison Avenue space. The preview night, which will be open to the public, will feature works that will be available for purchase with a portion of the proceeds going to charity.

Adeam, which has an “East meets West” aesthetic, is inspired by Maeda’s upbringing between Tokyo and New York. Born in Tokyo, but raised in New York, Maeda grew up in the fashion world. Her mother, Noriko Maeda, had a store at the Carlyle Hotel on Madison Avenue, and her family owns a fashion company called Foxey in Japan, which makes suits, cocktail dresses and knitwear and has 18 stand-alone stores in Japan. .

Adeam is known for using traditional Japanese techniques on modern silhouettes.

Hanako Maeda

Hanako Maeda
Courtesy of Adeam

“I’m so excited to have our first space in New York – it’s such a special time for Adeam,” Maeda said. “As well as marking our 10th anniversary, it means a lot to me to have the collections on display in our own space and to be able to welcome others into the world of Adeam. The energy in New York is so exciting right now – we can’t wait to show our next collection in September during New York Fashion Week.

The first floor will house the Adeam x Carolyn Murphy collection, which will be presented in June and is inspired by Maeda and Murphy’s shared love for Japanese culture, mutual efforts to be sustainable and environmentally friendly, as well as Murphy’s personal wardrobe from her modeling career. , where she graced covers such as Vogue, Time, W, Harper’s Bazaar, Town & Country, French Vogue and Italian Vogue.

Adeam will open a pop-up on Madison

A rendering of the first floor of the Adeam pop-up at 770 Madison Avenue.
courtesy picture.

Murphy spent her early modeling days in Tokyo where she fell in love with the beauty of the country’s culture. The collection is inspired by the landscape, such as fall foliage and green tea plantations, as well as the way the Japanese people live in harmony with nature. It includes recycled transparent cupro, organic cotton linen, organic cotton denim, eco-jersey, recycled cotton cashmere as well as Oeko-Tex rayon which uses a process to reduce carbon dioxide by half. carbon and water pollution.

Staples include soft knits and distressed vintage jeans, inspired by looks Murphy would wear to fashion week runways and editorial photo shoots. Another look is the Yama Jacket, a cropped work jacket with long sleeve zippers that can be unzipped to create a cape-like silhouette. This jacket can be paired with the Yama Short, which has a trompe l’oeil double waistband with a 90s look. The Yama tank top is cut in silky eco-jersey.

Adeam’s signature tailoring also appears in the collection. Take, for example, the Kyoto Dress, cut in organic cotton linen, which is inspired by a vintage trench coat from Murphy’s wardrobe. The offering also includes knitwear in plush recycled cotton cashmere and fine-gauge Oeko-Tex rayon, the Yama sweater, which features a boat neck and nautical stripes and is cut in a slimming rib knit, and the Kyoto pant, which is finished with crisp pintucks at the waist and pleats to the front.

Prices range from $250 to $795. The collection will also be available on adeam.com.

“I was so excited when Hanako asked me to collaborate with her on a collection,” Murphy said. “It seems fitting since I have a history and a love for Japan, and I loved Naomi Osaka’s collaboration [which Adeam did with the tennis star in fall 2020]. All pieces in the collection are simple, timeless wardrobe staples that can be worn by women of all ages. I particularly like the ease of the pants that I would wear with the cotton t-shirt, and the shorts and the hoodie, which will be my go-to set for the beach. My points of inspiration came from the colors of nature in Japan, the textures you see in handmade ceramics by Japanese women, and the minimalist aesthetic of the 90s,” Murphy said.

Maeda added: “Carolyn is an iconic figure in fashion and someone I’ve looked up to since I was young. It was amazing to work with Carolyn on a collection that focuses on sustainability and timeless, essential styles. We had an immediate connection due to our shared appreciation of Japanese culture and minimal aesthetics.

The second floor will house Adeam’s Pre-Fall 22 collection, which is inspired by Maeda’s time in France during her undergraduate years. Inspired by her weekend trips to the South of France and the French countryside, the collection features nautical themes and botanical prints that include a palette of lavender, cornflower blue and poppy red.

Adeam sells to more than 20 retailers worldwide and three stores in Tokyo, including the Tokyo Midtown flagship in Roppongi. The brand has also built a strong reputation by dressing personalities such as Michelle Obama, Oprah Winfrey, Anne Hathaway, Brie Larson, Gemma Chan and Queen Rania of Jordan.


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