Hanako Maeda is the Founder and Creative Director of ADEAM— a brand with an ‘East meets West’ aesthetic that fuses inspiration sourced from Hanako’s upbringing spent between Tokyo and New York City. ADEAM is known for using traditional Japanese techniques on modern silhouettes. After studying Art History at Columbia University, Hanako moved back to Tokyo to work for her parents’ fashion house, FOXEY—a luxury lifestyle brand founded in 1980 that has expanded to 18 standalone stores in Japan. In 2012, she went on to launch her own New York-based fashion line, ADEAM, originating from her family name, Maeda. Her collection debuted at New York Fashion Week for Fall 2013, and the brand now has over 20 stockists worldwide and two stores in Tokyo, including the flagship store at Tokyo Midtown in Roppongi. In addition to expansion in distribution, ADEAM has built a strong celebrity following regularly dressing names such as the former first lady Michelle Obama, Oprah Winfrey, Anne Hathaway, Brie Larson, Gemma Chan, and Queen Rania of Jordan.
ADEAM continued to expand its fashion ethos by collaborating with internationally renowned tennis star, Naomi Osaka in Fall 2020. This collaboration fused traditional and modern aspects, resulting in a collection that is intellectual, feminine, and “kawaii”. The capsule collection was inspired by Hanako and Naomi’s Japanese heritage and their affinity for a powerful feminine aesthetic. In celebration of the brand’s 10-year anniversary in 2022, ADEAM joined forces with American supermodel Carolyn Murphy to create a sustainable capsule collection. This collection is inspired by Hanako and Carolyn’s shared appreciation of Japanese culture, mutual efforts to be sustainable and environmentally friendly, as well as Carolyn’s personal wardrobe from her iconic career. Today, ADEAM continues to evolve and grow its name throughout the fashion industry with an aim to inspire and empower women through its collections.
Rocked the Runway at New York Fashion Week With Their Fall/Winter 2023/2024 Collection. Their designs were bold, creative, and fashion-forward, and the show was a remarkable success. We’ve rounded up the top looks from the runway so you can get a glimpse of the amazing creativity on display.
Photography credits by Charles L. Barnes: