Organic-cotton brand nanadecor brings its Tokai debut to Matsuzakaya Nagoya
nanadecor, a Tokyo organic-cotton lifestyle brand, is making its first appearance at a long-running Matsuzakaya Nagoya fashion fair with its founder and designer working the floor -- the first time shoppers in the Tokai region can handle its products in person.
Juliette Co., Ltd., the Shibuya-based company behind the organic-cotton lifestyle brand nanadecor, said it is taking part for the first time in "Otona ga Tokimeku Oshare-ten" (大人がときめく おしゃれ展), a fair co-hosted with the magazine Otona ni Nattara, Kitai Fuku (大人になったら、着たい服), at Matsuzakaya Nagoya's seventh-floor event hall from October 28 to November 1 -- the brand's first participation in the fair, and the first time shoppers in the Tokai region can handle its products in person, the company said.
nanadecor's founder and director, Emi Kanda (神田恵実), a former fashion-magazine editor, is staffing the stand in person throughout the event and appearing at two in-store talk shows, alongside fashion director Keiko Okamoto (岡本啓子), who collaborates with the brand on its "KO" line and is introducing a new smoky-blue KO collection at the fair, Juliette said. The lineup includes the brand's air-spun knitwear, a silk-mohair knit, a new flannel pyjama set and its Nana Rib innerwear line, some of which the company said normally sell out quickly in stores or are otherwise available only online.
In our view, a founder-staffed counter inside an established magazine-brand fair is a lower-cost way to test regional demand than opening a shop, and putting the designer herself on the floor offers the styling advice a small label could not otherwise staff.