Iconic Japanese brand Mame Kurogouchi makes affordable clothes to help you feel beautiful

·Contributor
·3-min read
Mame Kurogouchi. (PHOTO: Uniqlo)
Mame Kurogouchi. (PHOTO: Uniqlo)

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Have you ever wanted to just be able to roll out of bed, brush your teeth and then wander out to get a cup of coffee without having to get changed? The concept of innerwear that works as outerwear is not exactly new, but the option of an elegant, comfortable version that you can wear daily is.

The new collaboration collection between Uniqlo and iconic Japanese brand Mame Kurogouchi, is the perfect mix of comfy innerwear and elegant outerwear. Showing off the brand’s signature feminine and elegant lines in Uniqlo’s AIRism and 3D Knit, this collection offers great options for everyday wear.

“As a designer, one of my challenges has been to enhance feminine comfort and beauty with intimate items. Innerwear is an everyday essential; it’s the first thing we put on after waking up, and it needs to feel comfortable on the skin. This collection will contribute to healthy and happy lifestyles,” explains Mame Kurogouchi designer, Maiko Kurogouchi.

Mame Kurogouchi. (PHOTO: Uniqlo)
Mame Kurogouchi. (PHOTO: Uniqlo)

Ms Kurogouchi decided to work with Uniqlo for the chance to work with intimate items: “The first thing that came to mind was innerwear when I was offered the chance to work on this collaboration. I view innerwear as beautiful, romantic garments that also require comfort, and I’ve long admired the soft comfort of Uniqlo innerwear.”

Alongside functionality, Ms Kurogouchi says that she also wanted the innerwear to look good on women's bodies. “I felt it could add joy to women’s everyday lives if they could feel confident looking in the mirror each morning,” she says. “This is how the collaboration started and we aimed to create something new between innerwear and clothes.”

For her own brand, Ms Kurogouchi defines being sustainable as “carefully making beautiful clothes that will be loved for a long time”, and she took that idea into her collaboration with Uniqlo. “I think that creating things that people can spend a long time with or pass on to their daughters and loved ones is sustainable,” she says.

When it comes to designing for all women, and all body types, Ms Kurogouchi uses herself as a tester. “Since I myself don’t have the perfect figure, I often give feedback on patterns and cuttings that look beautiful when I put on clothes, which can be good,” she says.

Mame Kurogouchi. (PHOTO: Uniqlo)
Mame Kurogouchi. (PHOTO: Uniqlo)

Mame Kurogouchi is a brand that is known for its elegant version of body-con silhouettes, shapes and cuts that show women’s bodies at their best. For the Uniqlo collection, the designer wanted to incorporate the same concept.

“This collection is centred around the most intimate items in a woman’s closet, and I thought about which elements would best bring out a woman’s inner confidence and beauty. Then, I pictured that special moment each morning, when a woman adorns a piece from the collection and revels in the joy it brings,” says Ms Kurogouchi.

For all women looking for a comfortable option that combines the sexiness of innerwear with enough coverage for outerwear, the new Mame Kuroguchi x Uniqlo collection has everything from supportive bra-tops that serve as cute crop tops, to slinky dresses that you can have an afternoon nap in.

“I wanted to create garments that would help each individual feel beautiful, without worrying about anyone else’s standards,” says Ms Kurogouchi.

Singapore

Shop the latest Mame Kuroguchi x Uniqlo collection here.

Malaysia

Shop the latest Mame Kuroguchi x Uniqlo collection here.

Philippines

Shop the latest Mame Kuroguchi x Uniqlo collection here.

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