Nolum
/Show Day
Apr 28, Sunday
/Social Media
Nolum was launched in Japan in 2010. Since then, our items have been designed, for our customers, to feel like the unfolding of a story.
The brand started with accessories, but over time my work has evolved to include cushions and aprons, and from 2017 to include clothes as well. Over the years I have also produced children's clothing, wedding dresses, and costumes for photo studios.
Recently, I have been striving for more personal, self-expressive designs, that put into a tangible form those images that we hold when in grounded, relaxed states of mind, connected with nature and the world around us. Through this I aim to make products that, when held, shine a light on people’s inner selves, and allow people to notice the attractive and positive parts therein.
In October 2023, I launched a new brand called TOOI, leading me to begin a long-awaited challenge of making marionette dolls.
This collection was produced whilst reminiscing about my own childhood spent playing with and dressing up dolls. My first marionette dolls will be unveiled as part of the collection.
PREVIOUS COLLECTIONS
What inspired you to become a fashion designer?
Ai Takemoto began NOLUM in Japan by creating accessories before expanding into clothing, children’s wear, wedding dresses, and costumes. Her work developed around creating pieces that carry stories and a sense of imagination.
How would you describe your design style?
The designs have a whimsical, story driven quality, often drawing on nostalgic imagery and distinctive details. NOLUM creates clothing with a narrative, giving each piece a character and story of its own.
What can people expect from your “Hidden Inner Stories: Toy Box in the Closet” collection?
The FW24 collection draws on childhood memories of playing with dolls and dressing them up. Antique clothing and marionette dolls also inspired its nostalgic and playful visual language.
How did antique clothing influence the details in this collection?
The collection was inspired particularly by the back side of antique clothing, bringing often unseen construction and details into focus. This influence was combined with childhood memories to shape the collection’s distinctive narrative.
What role do marionette dolls play in the collection?
Marionette dolls were a key inspiration for “Hidden Inner Stories: Toy Box in the Closet,” connecting the collection to Ai’s childhood memories. Their presence reinforces the playful, nostalgic character seen throughout the runway presentation.