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Focusing on the camisole, which is also a must-have item for women, we have developed a collection that focuses on the most important silhouettes and materials It is a brand for all women, regardless of age

1,218

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nabiki

ナビキ

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nabiki

1,218

Followers

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Female Leadership

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About the brand

■nabiki is Basic + @のデザインにより, not only can you wear it alone, but you can also wear it in a variety of ways.

■brand identity Move as if swaying in the wind and water = do not lose your individuality as it is in nature

Learn more about this brand

Why are we doing?

What are we doing?

Commitment to the product

Who are supporting us?

Why are we doing?

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At Barneys New York, where I originally worked, I met various brands from top luxury to domestic brands, and while refining my knowledge and sensibilities, the three of us who worked together decided to start a brand by making use of our aesthetic sense and the experience we had cultivated, which was the reason for the establishment of nabiki.

Having worked in positions such as MD, PR, and VMD, respectively, it can be said that the biggest feature is that we take a three-dimensional view of trends and the needs of the times, and while incorporating them into the brand, we take the time to complete the design, silhouette, color, pattern, and material selection of each product.

For the brand launch, we focused on points such as femininity and must-have items for women, and focused on the camisole.

Why Camisole ? As global warming progresses, as summer gets longer and the period of wearing camisoles and tank tops inevitably increases, we wanted to propose products that look good not only in one piece but also in layering.

And above all, I wanted to expand the possibilities of camisoles that I like and can be used all year round (as an inner item in winter).

In addition, for the 1st season collection, we also created 3 models of dresses.

Dresses are also a unique item for women and are an indispensable part of their wardrobe.

Therefore, we repeated prototypes of the dress many times until we were satisfied with the length, silhouette, and material.

As a result, the addition of dresses to the lineup has expanded the contours of the brand.

Currently, we are working every day to gain sympathy from as many customers as possible through pop-ups on our e-commerce site and various locations.

In the future, we would like to further expand awareness and take action to deliver our products to many people.

What are we doing?

The brand name "nabiki" contains the identity of "moving as if swaying in the wind and water = not losing your individuality as it is in nature".

In addition to "fluttering" and "swaying," it also means "gorgeous and beautiful" and "thin and beautiful," so we have created a collection that carefully incorporates each piece while valuing the inspiration that comes from the brand name.

So, when I think about design, I start by thinking about how to express that kind of identity and inspiration at the start.

It's just a piece of clothing, so it's meaningless if it's not expressed when you wear it.

The important thing is not only the material and silhouette, but also the image of the wearing scene and pursues it until you are satisfied.

In addition, there are models created originally from fabrics to enhance the brand's view of the world.

The camisole in the image below was designed by a textile designer who also handles materials for famous brands.

As a result, the range of the lineup has expanded, and it has become an iconic model of the first season because it has been featured on media pages and has been able to express the world view through clothes.

The brand has just launched, and we are still exploring the possibilities and feeling the response, so we would like to take on various challenges from next season onwards.

Commitment to the product

<3D Gather Box Camisole>

This sheer satin, which has a good fleshiness, is a material that is actively adopted by many Maison brands.

Taking advantage of the delicate surface feeling and the characteristics of the firm fabric, the presence is enhanced by arranging gathers on the front, creating a three-dimensional and moving look.

One of the features is the iconic detail that is typical of Nabiki, which has a long shoulder strap.

When you actually pick it up at the store, there are many cases where you like the texture of the material and the atmosphere when wearing it, which is not found in other camisoles.

Thick bouclé yarn is roughly knitted with a low-gauge knitting machine to create a knit-like look.

By using lock stitching around the neck, arms, and hem, the fabric is finished in a design that does not fray while finishing like a cut that takes advantage of the characteristics of the material.

Although it is a relatively basic model in nabiki, it has become a popular model because of the unlikely-likely texture of the material and the fact that it is easy to imagine the wearing scene.

<3way Long Ribbon Dress>

It uses materials woven using Giza cotton and Supima cotton, which are also famous as high-grade cotton.

The long ribbon, which is less than 1 m, can be hung as it is to strengthen the design, but also by changing the position of the knot at the back and front, it will be a piece that can be enjoyed with a different look.

Who are supporting us?

It is also the target audience that I had in mind at the time of the brand launch

The generation in their late 20s to around 30s is the actual customer base.

The people who purchased from the e-commerce site launched in May 2023 and the pop-ups held several times at the physical site are from a wide range of occupations, from the same industry to beauty and general office ladies, but we have also heard that they are all interested in fashion and liked nabiki while they were looking for something good in camisoles and dresses.

In particular, the most common feedback we received during the pop-up was that people came to the store with the aim of "I was interested in what I saw on the EC site or instagram," and there were cases where people were impressed by the actual contact at the store, such as "The materials are very good!"

In addition, shortly after launching as a BtoB, we were approached by CHOOSEBASE of Shibuya Seibu, and we have been developing their EC site and in-store for three months from July to September, and most recently, we have built a good relationship with them, such as holding a focus event during a one-week period that is also Obon week in August.

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