How this bespoke lingerie maker from Tokyo wants to empower women
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How this bespoke lingerie maker from Tokyo wants to empower women
Designer Chiyono Anne Jaeger wants to do so from the inside out: By creating high-quality lingerie that make women feel proficient about themselves.
Chiyono Anne Jaeger, 30, is the brains backside bespoke lingerie characterization Chiyono Anne. (Photograph: Threesixzero Productions)
19 Jan 2022 06:30AM (Updated: 16 Aug 2022 03:25PM)
A trip back to her birth country led American-Japanese designer Chiyono Anne Jaeger to showtime her eponymous bespoke lingerie brand.
Jaeger was born in Nippon but grew up living in New York and London. While pursuing a degree in Japanese language and literature, she had the opportunity to study in Tokyo for a year – an experience that opened her eyes to a world that was birthday very different from the one she grew up in.
"That yr, I had a culture shock looking at the position of women in lodge. At that place were expectations on concrete advent, down to what hair colour, what nail colour y'all had to have, to do a certain job.
"Information technology's very different from the environment where I grew up in London."
She went on to pursue a postgraduate degree in fashion bodywear in the UK. When she graduated, she returned to Japan to launch Chiyono Anne in 2014, the first bespoke lingerie store in Japan, and one of the few in the world.
"I discovered that there'southward a way to empower women, to make it okay for women to look how they cull to look, not to fit the society. It turned out that it was a lingerie brand that fitted what I wanted to practice."
It was probably also a latent calling that was waiting to be unveiled.
Jaeger had always been into painting, cartoon and making things. She enjoys expressing her ideas through pattern and did ballet from the age of three to twenty years old.
"I was really used to wearing the leotards and costumes that fit you, that are comfortable and easy to motion in. They are durable, but also await beautiful and make y'all feel feminine and strong at the aforementioned time. Growing up, that was normal to me."
Form-fitting mode piqued her involvement, not so much outerwear, but innerwear, equally she found it to be a very intimate form of women wear. She shared, "You can wear what you like and I recollect it gives that kind of a boost, like a spark when y'all are wearing something that you really beloved.
"On the other manus, information technology can bring you lot down if you lot are wearing something you don't really like, or doesn't really fit you, that you don't really honey."
"I think information technology's easy for people to forget their feminine side, but I think it'south important to refresh yourself now and over again. Information technology could be wearing a lacy lingerie or whatever it is you similar, or wearing some silk vesture that makes you experience womanly and comfortable."
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Jaeger firmly believes that a bespoke designer'south most important value is authenticity. Inspired past a love for dance and art, her collections are constantly imbued with a sense of delicateness and sensuality. Simply high-quality silk satin and lace are used every bit her ethos is to create lingerie that volition concluding and grow with the wearer.
Together with two other seamstresses, she personally designs and handcrafts every order, including complicated pieces such as a bespoke bra that consists of 10 to 30 unlike parts. At that place would be several rounds of plumbing equipment earlier the custom piece is made.
Every bit such, prices are non cheap but they are made to last. This unusual concept of longevity for underwear was Jaeger's main challenge in attracting customers at first.
"A lot of people think that sustainable fashion is [almost] using organic cotton, or using plastic recycled stuff, but it's not just most the fabrics. I retrieve it'south the intention of the piece, of the garment, whether you cull to design information technology to wear for many years or it'southward easy to throw away," she shared.
"I would like to create pieces that are meant to exist investments that fit you, your body and your needs. Information technology's not something that you lot throw abroad, but made to final."
"I would like to create pieces that are meant to be investments that fit y'all, your torso and your needs. It's not something that you throw away, but made to last." – Chiyono Anne Jaeger
Adapted from the series Remarkable Living (Season 3). Sentry total episodes on CNA, every Sun at eight.30pm.
Disclaimer: This video was filmed before the COVID-19 pandemic.
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Source: https://cnalifestyle.channelnewsasia.com/remarkableliving/chiyono-anne-jaeger-bespoke-lingerie-maker-japan-empower-women-246726
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