Part 2: A Conversation with Momoko Yamazaki of CELUX (2)
Fashion
May 20, 2015

Part 2: A Conversation with Momoko Yamazaki of CELUX (2)


Hello, this is Hiroshi Ozawa. In the first installment, I gave a brief introduction to CELUX. This time, we'll present a live-style account of my actual conversation with Momoko Yamazaki, who is in charge of MD at CELUX. Our meeting today is about the production process for the polo shirts and T-shirts commemorating CELUX's 5th anniversary.


photo by Emiko Fukuda




At the CELUX 8th Floor Lounge


Considering the Polo Shirt


Hiroshi OzawaFirst, let's look at the polo shirt. The body is a black overdyed vintage French Lacoste.

Momoko YamazakiThe dye has come out nicely. Is this the intended size for the body?

OzawaThis is just a sample, but we're aiming for a tighter fit for the actual product. What do you think?

YamazakiRemaking vintage items is interesting. I imagine it feels fresh for customers right now.

OzawaI wanted this project to have a special feel, so I added "MORE LOVE FOREVER" as my personal message to CELUX.



She is holding a polo shirt.



YamazakiTo align with our 5th anniversary this year, we've considered four themes. The first is 'Traditional,' followed by 'Creativity,' then 'Extravagant'—which signifies the splendor and luxury befitting CELUX. Finally, fitting for the current era, we have 'Grace,' or dignity. As an overarching message to tie these four together, we're promoting 'Luxury is ……'.


Learning from Yasuko Yoshioka_2

Momoko Yamazaki



OzawaYes, and that led me to think of a new tagline: 'Luxury is more love forever.'

YamazakiI see. That's a wonderful message.

OzawaIn addition to that, I've incorporated my signature icons—'Skull,' 'Pants,' and 'Lip'—bringing the total to five icons.

YamazakiThis skull is so cute. The 'Crown' and 'Book' embroidery also turned out beautifully.

OzawaThe first three are my icons for Spring/Summer, and I've added two special ones for CELUX. I hope each one conveys a sense of story. The embroidery also looks very well done, like hand-stitching.

YamazakiIs this machine embroidery? The finish is truly exquisite.

OzawaThen, with this sample, let's reconsider the body a bit more.

YamazakiPlease do. Now, could you show me the T-shirts?


T-shirt Body


The New Concept: "Haute Couture T"


OzawaThe sample is gray, but I've used gold for the "MORE LOVE FOREVER" message on the chest to give it an anniversary feel.

YamazakiWhat about color variations for the actual product?

OzawaDo you think more color options would be good?

YamazakiIf the colors are appealing, having variations could be nice.

I recall hearing about your "Haute Couture T" idea, Ozawa-san...




OzawaThat was a project I proposed to CELUX. One of CELUX's unique selling points is offering exclusive products, and inspired by that, I suggested the idea of 'making T-shirts haute couture.'

YamazakiThat's right.


Learning from Yasuko Yoshioka_2



OzawaThe reason is, people might want to create original T-shirts for family anniversaries, or even use them as custom gifts for Ochuugen (mid-year gift) or Oseibo (year-end gift). It's a project where we take a customer's idea for a T-shirt and elevate it to a stylish level.

YamazakiWe've been considering your proposal since you presented it, Ozawa-san, and we're moving forward with the aim of implementing it starting with our 5th anniversary this year. I believe this T-shirt can be a good part of that initiative.

OzawaAlright, regarding the T-shirts, I'll come up with some color variations and resubmit the proposal.

Apologies for not being able to properly showcase the actual products. Please see the real items at CELUX. (Ozawa)


To be continued



With the cooperation of
CELUX
TEL. 03-5410-8231
www.celux.com

Membership at CELUX generally requires an introduction from an existing member.
Entrance fee: ¥210,000, Annual fee: ¥26,250 (as of the end of January 2007)