NYFW designer Hanako Maeda on testing 'the limits of digital' during the pandemic

As luxury fashion brand Adeam celebrates its 10th anniversary, CEO and creative director Hanako Maeda reflected on the brand's growth.

The Tokyo-born, NYC-raised designer, who is also vp of Tokyo-based fashion brand Foxey, said one of the most vital factors to Adeam's success has been being OK with growing slowly but steadily. 'The key is to really know your customer and not to expand the brand in a way that feels too fast or too quick," Maeda said on the latest episode of the Glossy Podcast.

For example, though Adeam has been around for a decade, it only recently branched out into releasing collaborations with ambassadors. Its first was in February 2020, with tennis star Naomi Osaka — marking her first fashion collaboration, as well. Adeam launched its latest collaboration with model Carolyn Murphy, in June, using the best practices gained from the partnership with Osaka.

"[Our] collaboration [with Carolyn Murphy] was unique because the collection was 100% sustainable. We used fabrics made from organic cotton or fabrics that are biodegradable and go back into the soil after the clothing has met its cycle and lifetime," Maeda said. "I'd love to continue to have these collaborations [because] they inspire me to create different things for our main collection, as well."

In terms of the next steps for Adeam, Maeda has set her eyes on global expansion. The designer plans to build a flagship store from scratch in New York City and grow the brand in Europe, the Middle East and parts of Asia.