Fuyume Introduces an Intimate Study of Identity with its Debut Collection, 201
Fuyume is a new Tokyo-based brand by designer Fuyume Sato. Viewing fashion not simply as self-expression, but as a deeper reflection of the wearer’s subconscious, Fuyume approaches clothing as a subtle affirmation of emotion and personal choice.
After studying fashion at Kyoto Women’s University, Sato continued her education at the Vantan Design Institute, gaining hands-on experience with brands including AKIKOAOKI and YOHEI OHNO. Now based in Kyoto, she continues her creative practice while researching clothing ergonomics at graduate school.
Her first collection for Spring/Summer 2026, titled 201, takes its name from the designer’s own room number, treating her living space as an intimate metaphor for personality itself. In an era obsessed with categorisation and externally defined individuality, the collection turns inward, locating identity in an accumulation of everyday choices: what is kept, discarded, loved, or even left behind. Drawing exclusively from her own private space, wardrobe, and memories, while deliberately avoiding external references, Sato translates unconscious preferences and private sensibilities into garments that feel deeply personal.
201 stands as a point of origin for Fuyume, proposing a vision of individuality that resides not in societal labels, but in the simple act of choosing.
“Fuyume views fashion not simply as a form of self-expression, but as something that reflects the wearer’s subconscious. Even a single shirt can reveal personal emotions and intentions—how one wishes to exist, how one wishes to be seen.”
“For this collection, I deliberately avoided relying on internet searches or external references, instead drawing inspiration from the my own life, wardrobe, room, and fragments of memory embedded within them. The collection proposes the idea of personality that resides within the act of choosing.”
