Last week, EMODA flew me and Camille to Tokyo to cover their touchMe A/W 2013 fashion show. It was a real privilege, as touchMe is strictly invitation-only, and I am completely aware that without EMODA’s help, I wouldn’t stand a chance among the hundreds and thousands of Japanese EMODA fans who would kill to sit in the show.
The show started around 9PM at Belle Salle, Shibuya Garden, so we had a few hours free before the event. Kumiko, the awesome lady who guided us throughout the night, accompanied us to Shibuya 109 to shop for our outfits for the event. Earlier that day, I already bought a full-EMODA coordinate at the Shinjuku Lumine EST store… but that did not stop me for shopping again!
Check out our giant paper bags of goodies. Goodbye to all the money in my wallet, but everything was just too shiny. I especially love the current S/S collection as it’s very resort-like (appropriate for Manila throughout the year!) and most of the items are classic, just the way I like my clothes.
One of the best things I like about the brand is how it’s very influenced by Western high street and blogger fashion, which are two of my greatest style influences too. The way the individual items are styled together make it distinctly EMODA, but the individual items (on their own) are versatile enough to be worn by those not exactly interested in styling it the same way the shop staff and models do. The brand appeals to a very wide audience in this way. As long as you like clean, classic, minimalist styles, EMODA’s items will definitely speak to you. Even my mom likes EMODA!
Anyhow, Camille and I both got some nifty novelty items for free because we shopped A LOT. We got the cutest MODE style towels and pillow cases.
After shopping, we had pasta for dinner somewhere around Shibuya. Then we rushed to the event location for some picture taking.
This iconic background! If you follow Japanese magazines, you might have already seen this a few times. Many famous Japanese models and icons have their photos taken against this background. When it was our turn, a part of me went “I CAN DIE NOW!”
But then again, the show had not even started yet at this point. So maybe after the show, lol.
Outfits for the night. I opted for simple black and white, while Camille went for a spring-y blue and green coordinate.
I wish I had enough time to take outfit shots of other people because everyone who attended the show were all so freaking beautiful and well-dressed, you’d think they’re all models.
Just after being seated (front row, baby), I noticed a ton of famous models pass by. I normally don’t get starstruck but when it comes to the Japanese personalities that I only get to see in magazines? That’s a different story.
I saw Mai Miyagi about 3 times, AMIAYA, Wei Son, a lot of BLENDA models, Chinatsu Wakatsuki, etc. I was pretty sure that there were a lot more in the event hall, but everything happened so fast. My eyes couldn’t keep up! (On a semi-related note, I also saw Nana Suzuki the day before and Hamada Britney the day after - both in 109!) Hearts all over, anyway. Also shows how big of a brand EMODA is among the Japanese fashion scene/crowd.
The show started shortly after Camille and I were seated, and it lasted for about 20-30 minutes. Took a ton of photos, as usual, and I hope these do justice to the clothes.
This collection is called BUDDY CLOSET. Absolutely obsessed with everything. It’s all a tasteful mix of masculine and feminine elements, and the colors are all so rich and creamy. I was quite surprised with the brown items, but they all worked so well with the bright blues and reds in the end. Don’t know if it’s just me, but a lot of the coordinates reminded me of London street fashion.
No words, but “I covet”. <3
This outfit was my favorite. Warm and fuzzy feels for A/W? Yes please!
A classy way of doing print-on-print. Same print but opposite colors.
The models were officially successful in making red eyebrows look cool.
I can’t even begin with this black series. The fabric is to die for! So classy, and I have some sort of inexplicable desire to touch it.
Same fabric for tops and bottoms seemed to be HUGE in this collection.
Printed bottoms and flat-brimmed caps are still in! The same themes are also present in their current S/S collection, though I think I prefer the darker neutrals that are coming up soon as I am biased with anything black and white.
Love how the orange hair accents give so much life to the dark outfits. Perhaps we’ll be seeing the EMODA team and/or staff with orange ombres later this year?
This fabric. This coat. <3
After the show, we were lucky enough to be briefly introduced to EMODA Producer Ena Matsumoto (So petite and thin-framed!) who is one of my many style icons. She was too nice to spend a few minutes to take pictures with us, as she was busy and in demand that night, and I knew we were taking a bit of her time! Made my heart melt.
She greeted us with “Hello! I am Ena, EMODA Producer!” then she asked Kumiko how to say “Nice to meet you!” in English. After we also introduced ourselves, I greeted her “Omedetou!” then she was like “Sankyu!” while rubbing her belly.
And I was like… OMG WHAT?! (in my head) I just congratulated her for the show!
Kumiko and I were so surprised because we didn’t know she was pregnant! Ena must have seen our faces, and she said “Baby!” to help clear the confusion. So excited for her! Maybe in the future EMODA will release limited edition maternity clothes! Ena will be the most chic mom ever.
There is nothing more fitting than to say that this person is responsible for making EMODA the brand that it is now. It is so admirable that she and her team have a vision of making it global one day, instead of just settling in one place. I see this vision happening very clearly, and I can’t wait for EMODA to tickle the fancies of the world’s fashion lovers.
I asked if I could take a few seconds of her time to snap about 2 solo photos of her and she gladly obliged with a wide smile on her face. But she switched back to “cool” mode as soon as I pointed the camera at her!
Spotted EMODA Press manager Erina Abe on the way out of the event hall. <3 She is wearing one of the skirts that is included in an on-going EMODA A/W 2013 exhibition. Want! I wish I could’ve stayed longer to catch the exhibition!
Thanks to these people for making it all happen! I really wish I can attend more Japanese fashion shows in the future, especially since I am more than happy to spread the love to international fans. I used to just dream about attending stuff like TGC and touchMe, so this was really an overwhelming experience.
But enough about me! This is supposed to be about EMODA!
Here’s a video of the show:
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