[LUMINE Singapore Event Report] World premiere! Redefining Japan’s KIMONO culture globally and sustainably: “AMATERAS Maison” launch event that remakes discarded kimono
LUMINE Co., Ltd. Press release: November 18, 2024 [LUMINE Singapore Event Report] World premiere! Redefining Japan’s KIMONO culture globally and sustainably: “AMATERAS Maison” launch event made from discarded kimono Popular local KOL experiences! First collaboration with sake brand Dassai
https://prcdn.freetls.fastly.net/release_image/3279/181/3279-181-31d721e6858f8aac6c6369e2f65d6d23-2000×1334.jpg Lumine Co., Ltd. (location: Shibuya-ku, Tokyo, President and CEO: Teruyuki Omote) will open its global flagship store Lumine Singapore at Raffles City Shopping Center in Singapore from Friday, November 1st to Thursday, November 14th, 2024. te Developing “AMATERAS” POP-UP that redefines Japan’s KIMONO culture globally and sustainably . In addition, World premiere of “AMATERAS Maison” made from discarded kimonos We did this. On Saturday, November 2nd, a launch event was held inviting local media and KOLs. Ms. Reiko Sato McNish,
representative of “AMATERAS” also visited the store and, together with the visitors, experienced the “global & sustainable” world proposed by Lumine while enjoying sake in hand. • [Launch event] The world’s first! “AMATERAS Maison” launch event held! Collaboration with Dassai The world’s first launch event of “AMATERAS Maison” held at Lumine Singapore store on Saturday, November 2nd included Approximately 20 local media and KOLs attended . AMATERAS representative Reiko Sato McNish and others flew in from Japan and gave a presentation on the characteristics and background of “AMATERAS Maison” in a
Japanese-style worldview decorated with Japanese paper and sake barrels. Ta. Approximately 1 trillion yen worth of kimonos are discarded every year in Japan, and Ms. McNish, who felt a sense of crisis that Japan’s world-famous culture was becoming obsolete, decided to use her own experience to create a plan to discard kimonos. The story of redesigning the kimono to fit modern lifestyles was carefully conveyed. “KIMONO Robe”, a one-of-a-kind item hand-made by Japanese craftsmen, unveiled for the first time in the world The store was filled with excitement as KOLs chose the style that suited them with Mr. McNish and the Lumine staff and took pictures wearing them. In Singapore, many people were surprised that Japanese kimono, which they don’t usually come across, can be coordinated with modern fashion and incorporated into their daily lifestyles.
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https://prcdn.freetls.fastly.net/release_image/3279/181/3279-181-2640d9a2a1d00787a0954220a5b833c4-1800×2700.jpg [Collaboration with Dassai] One of the highlights of this event is our first collaboration with sake brand Dassai. We served “Dassai Sparkling” in champagne glasses to attendees, proposing a new way to enjoy Japanese sake. Dassai’s official ambassador, Sydney, also came to the event and directly explained to the audience how sake is made and other aspects of Dassai’s commitment to transmitting new sake culture to the world.
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https://prcdn.freetls.fastly.net/release_image/3279/181/3279-181-c45b952e5f0b723a5ad47d9bee130109-597×811.png • [POP-UP] Disseminating Japan’s KIMONO culture, which has been redefined as global and sustainable! From November 1st (Friday) to November 14th (Thursday), an “AMATERAS” POP-UP will be held in the lifestyle area in the center of Lumine’s global flagship store. Lumine Singapore, which opened in August 2024, is a POP-UP area that disseminates Japanese culture and values to the world. “FUKUI UPDATED CRAFTS STAND” was held in collaboration with Fukui Prefecture in August and September, and in October This is the third POP-UP, following “ne Quittez pas”, which combines Japanese design and Indian handiwork, which has been launched since then. In addition to the “AMATERAS Maison” that was unveiled for the first time, a number of Japanese-Western fusion products that are tailored to modern lifestyles from a global perspective, such as Japanese-patterned nightwear and robes, were well received by customers who visited the store. A customer who actually purchased the robe commented, “It’s very fresh! I want to wear it at events and parties.” It was an opportunity to reaffirm the value of Japanese fashion culture, which is valued around the world.
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https://prcdn.freetls.fastly.net/release_image/3279/181/3279-181-81d771686ffb3bd514676a16ae92019e-3900×2600.jpg [“AMATERAS” POP-UP overview] Deployment period: Friday, November 1, 2024 to Thursday, November 14, 2024 Available products: Approximately 130 items such as lounge wear, “KIMONO Robe”, miscellaneous goods, etc. Launch event: November 2nd (Sat) 16:00-21:00 • What is “AMATERAS” and “AMATERAS Maison”?
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https://prcdn.freetls.fastly.net/release_image/3279/181/3279-181-c57e1f2055720958be3319afa2c6b7a1-1000×1350.png [What is “AMATERAS”] Launched in 2018 by Reiko Sato McNish, this concept offers a unique Japanese x Western design that offers a charm of Japan that no one has seen before. A lifestyle brand that explores a new dimension of “Japanese and Western fusion” with an innovative lineup that allows Japanese people to reaffirm the unique beauty of their home country. [What is “AMATERAS Maison”] KIMONORobe is an exclusive line launched in November 2024 that buys kimonos that can no longer be worn and reborn them into designs that fit modern
lifestyles. We aim to provide opportunities for young people to turn their attention to Japan’s traditional culture and develop an interest in it. [Comment from “AMATERAS” representative Reiko Sato McNish]
https://prcdn.freetls.fastly.net/release_image/3279/181/3279-181-70d28203c8cfa83e4facab63d250ccf5-1045×1567.jpg We opened a POP-UP store at Lumine Singapore because we sympathized with the idea and efforts of “bringing Japan to the world.” The item launched at “AMATERAS Maison” this time was a redesign of the kimono into a robe that can be incorporated into modern fashion, but everyone in Singapore already knows the word “KIMONO Robe”. , I once again realized that the knowledge and appreciation of Japanese kimono and culture is very high. There are people who purchase products in the price range of around 200,000 yen in Japanese yen, with high ratings that would be unimaginable in Japan, and by listening to their feelings and opinions, I have learned a lot myself. It has become. • What is Lumine’s vision of “Global & Sustainable”? Starting in April 2024, Lumine has set its vision for the next 10 years as “Global & Sustainable,” and by curating Japan’s unique fashion culture and good Japanese products from a unique perspective, Lumine has established a global flagship store. Lumine Singapore is transmitting information to the world. We aim to have our delicate sensibilities, aesthetic sense, and manufacturing that are unique in the world recognized worldwide, and as a result, to revitalize Japan’s domestic industry and continue into the future 100 years from now. As part of this effort, we held a POP-UP of “AMATERAS” at Lumine Singapore, which opened in August. In the future, this lifestyle area will continue to spread the word about Japanese values and culture from a global perspective, develop a wide range of up-and-coming brands, and reach out to the world not only through fashion but also through art, culture, and lifestyle in general. We will continue to create new value. • Lumine Singapore Overview Store name: LUMINE SINGAPORE Store opening facility: Raffles City Singapore (Raffles City Singapore) 1F Address: 252 North Bridge Road, Singapore 179103 Opening date: Monday, August 26, 2024 Special site: https://unveiling.lumine.sg/ Facebook:
https://www.facebook.com/lumine.sg/ Instagram:
https://www.instagram.com/lumine.sg/ *The shop is operated by “LUMINE SINGAPORE PTE. LTD.”, a wholly owned subsidiary of LUMINE Co., Ltd.

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