Reinventing the kimono
Print Edition
Known for its fierce competition, the fashion field has always been one of the hardest to break into. Though there are thousands of talented designers out there, most of their collections look identical, without passion and integrity.
Instead of slavishly following trends, the kimono-inspired fashion label Bubble Mood has a strong identity.
“That’s why I’ve created a brand around an iconic piece, the kimono. I also believe that Bubble Mood stands out because the kimono is an outfit chic and unique that fits a lot of girls and styles,” said Olivia Gurdjian, who created the brand with Margaux Painvin four years ago in Shanghai.
“The iconic piece acts as a bridge between my Parisian background and the excitement that I experience in Shanghai. The kimono appeared to be a good match and an endless source of variations. I play with the chic and feminine shape of the kimono that I mix with contemporary prints to make it unique,” the creative director of Bubble Mood added.
The kimono is from the traditional Japanese culture but her approach is a bit more general with the idea of Western vs Eastern. The different variations developed make it a jacket, a dress, a tunic or a long dress, and the different prints and patterns give a fancy, contemporary and unique touch. “The possibilities that the kimono offers are incredibly creative and new,” she said.
Gurdjian said each collection has its own signature pieces, but she is working on a line of Bubble Mood kimono classics and basics in order to offer customers a selection of the best sellers. The fabrics are sourced in the south of China, Korea and Thailand.
Inspiration and style is one thing, but starting her own business was both a very frightening and a very exciting experience, according to Gurdjian. “I was exposed to doubts and especially to people who made me doubt the fact of creating my own thing, especially in the creative field,” she said.
Like all entrepreneurs, she has to take care of the creative part as well as the business development and marketing.
“My target customer is quite wide: They are women from worldwide cities — Shanghai, Hong Kong, Paris, New York — as well as girls who live in seaside cities,” she said, adding that they are women between 20 and 45 years old who prefer designer clothes and fashion and who want to be “a la mode” with new and original pieces while being comfortable.
The next steps are the development of the brand in France, the creation of new kimono variations for the upcoming collections and a partnership with a famous cosmetics brand.
Bubble Mood is available at their e-shop (www.bubble-mood.com) and in different retailers in Shanghai, Hong Kong and France.
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