The ADEAM Collabs with Naomi Osaka for a New Collection

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On Saturday, bona fide tennis champion Naomi Osaka took second place in the U.S. Open title and her third career Grand Slam. She took the fashion world by storm four days later, unveiling an all-new womenswear range that rejoices both sports enthusiasts and fashion fans alike. The just-debuted partnership between ADEAM x Naomi Osaka infuses Osaka’s emboldened personal style with the Japanese heritage brand and the result is as trendy as you’d imagine.

The capsule debuted on Sept. 16, with a striking advertisement featuring Osaka herself, dressed in a poplin shirt dress. Each piece wields an empowered, feminine flair that is true to the personal style of Osaka, inspired by elements of Harajuku girl dressing, fit-flare dresses, truncated hemlines, dramatic cuts and folds. In each garment, of course, there is a touch of sporty elegance with “ADEAM”-emblazoned collars on crewneck tops, athleisure-ready headbands, and knit cardigans.

There are a few flexible , multi-wear styles still tucked between the bold statement pieces. Take the ‘Tokyo’ shorts of ADEAM for example, which features a gentle pin tucks and slash pockets that fit effortlessly with knits and button-downs alike. Or, the ‘Osaka’ knit tops which can be played up or done up in navy and mauve color-ways. Overall, the whole capsule is intended to be mixed and matched together, producing a dramatic look fitting to the fashion of Harajuku.


My heart is racing so much,” said Osaka, who shared the launch news in an Instagram message. This is something that I’ve been really excited to share and it’s a really incredible process from start to finish … I’m so happy it’s here and I get to share it with everyone.” Before the partnership began, Osaka was the first to reach out touching on a possible collaboration with ADEAM ‘s designer, Hanako Maeda. It became clear after meeting that the two were kindred spirits, bonding immediately over a mutual vision. Several sketches later exchanged, the capsule was born with simple nods all over to “kawaii” (Japanese for “cute”) fashion.For decades, Japan’s long-standing cultural theme has lent itself to clothes, and this capsule provides a sporty, slightly mature twist on the aesthetic.

I cannot thank Naomi enough for giving us this wonderful opportunity, and it was such a joy designing together,” said Maeda in a likened Instagram post. “We put our heart and soul into this collection, so I hope everyone enjoys the pieces.”


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