33 year old Mayumi Sato is a prodigious talent. After acting as Dresser & Textile Quality Manager from 1997 to 2001 in Japan, namely for Gian Franco Ferre fashion shows, she took the creative leap and based herself in Paris for the next 5 years where she was a Freelance Fashion Designer & Pattern Maker for French Fashion labels including No.44, Anne Willy, and Tsunoda.

Following this period of artistic blooming, she arrived in Shanghai in 2006 to design for her own brand Mayumi SATO, and in a few collections time, she has already designed and produced 200 pieces for the exciting label which is housed at Mayumi’s own Boutique store located in the French Concession.

Mayumi believes that Fashion should be a fun way to express and convey one's personality. Mayumi SATO is for happy people: her style is playful and colorful. She adds just the right measure of cute patterns and candy colors in each piece of her designs to create fun daily wear. The design in itself is also meant to be unexpected and multi-functional: inside out - detachable pieces – 3in1 ways to wear an item – etc. can all be found to surprise. Mayumi SATO colors your life everyday with some neon motifs or pastel dotted prints to lighten up sober outfits.

- The brand and the designer -

Mayumi SATO. The brand name genuinely conveys Mayumi’s personality. The colors, the cuts, the patterns, the general atmosphere of her clothes and accessories are a little unconventional but incredibly adorable and inviting: above all, Mayumi focuses on daily wear design (casual and a little sexy).

Whatever she’s experiencing and exploring at the time, she’ll amazingly reflect her environment vibes into her designs. She confesses that time shapes the way she designs, her concept stays unchanged but more innovation is brought into play according to her inspiration.

She’s an exploratory designer, passionate, and guided by her intuitions.

- Mayumi’s concept and style -

She doesn’t like to follow the mainstream trend. It would be too easy...

Entering her boutique is a voyage off the beaten track: discover reversible sides, alternate fits, asymmetry, and detachable pieces. She strongly believes clothes must be recreational: Mayumi’s designs are an invitation to play with your style; they’re made to be fun and accessible enough for everyday. With Mayumi, shapes are floating and feminine, fabrics are breathable and ingeniously cut to flatter any form and to fit any occasion.

The style is well-thought. Mayumi is young but there are no artsy-fartsy designs in her collection, no childish details or futile froufrous, no experimental look, just some unpretentious origami-like folds, cute pleats and flounces, and manipulated fabrics here and there on casual daily wear.

In a nutshell, Mayumi is a mix and match of soft tribal motifs, south Asian silks, and hints of vintage kimonos, a splash of contrast: sober fabrics with just a touch of candy colors, keen attention to detail with cunning drapes and twists that create an overall ladylike Parisian chic or‘Boho’ look.

- The F/W 09 Collection in store -

Mayumi Sato’s F/W collection is inspired by 3 pillar trends: transparence with foxy see-through pieces, geometry class, and ethnic shapes and colors will be featured in the 09 Mayumi SATO Fall/Winter House
Collection:

By layering under solid pieces, make the transparent trend modest and innocent or show-it-all wearing pretty lingerie.

Geometric, graphic prints will indeed spice up your casual daytime dresses or special occasion looks.

Imagine sophisticated silk keffiyeh scarves, Mexican-colors ponchos, ultra refined and classy Thai pants: a cultural melting-pot to tap into to combine with plain basics.