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It has been four years since Mongolian designer B.Yavuutsagaan has introduced her "Yavuu" brand to the Japanese market. Her designs are simple, yet elegant and classic. She is making daily elegant clothes using kimono material with quality meeting international standards.
She will hold her fashion show in Mongolia on Oct 21st.
-You are an artist, who have been living in Japan for many years. When did you first visited in Japan?
-I was born in Byankhongor aimag. After my graduation from high school, I was studying at the Urlakh Erdem fashion design institute and I went to Japan from the middle of my academic year. When I was in secondary school, a Japanese TV series "Oshin" was screening in Mongolia. I got all my understanding about the Japan from that movie. I really liked the national costumes appeared in Oshin and started to get interested.
I learned Japanese traditions from that movie. At that time, Mongolians used to go abroad for higher education. For me, it was not enough to work as a designer in Mongolia. Then I decided to go to Japan when I was studying at Urlakh Erdem fashion design institute. I have come back in Mongolia and stayed here for a while. Now it is my 12th year in Japan.
During that time, I have studied at Japanese language course for two years and entered the university by successfully passing the Japanese Language Proficiency Test. Then I completed my bachelor degree at Japanese university.
During my study for master degree, there were teachers, educated people and foreign students willing to release their own brand with me. There were only four Japanese students at my class out of over 10 students.
My university is well acknowledged in the world. Graduate students usually work for famous brands. The teachers were working as tailors at famous brands such as Christian Dior and Dolce Gabbana. As they have built their own brands after working at high-end brands, they gave us all knowledge and tips to build our own brand. I have learned a lot of things from my teachers. Most importantly, I have learned one of production technology, a mass production.
-When did you open the first store in Japan?
-Actually, it was not my own dedicated store. I have just sold my 2015 collection at the department store which united all the international famous brands. After my exhibition, I sold my clothes at four major stores of Japan, such as Seibu and Odakyu.
-Are you still selling your clothes at these stores?
-Now I am designing only custom clothes. I have been working with the Kimono Association for several years. I introduced my first collection made with kimono material at Mercedes Benz Fashion week. Kimono Association watched the show and appraised my work. They said I did luxurious and innovative designs using kimono material.
-More detials on your daily clothes made with kimono materials, please? Kimono material is quite expensive and I think your collections are elegant and luxury.
-Japanese style is very simple yet elegant. They like fancy and odd clothes. I design modern clothes using kimono material such as cocktail dress and costumes. I am the first designer invented to make daily clothes using kimono material.
-What challenges have you faced when making new collection?
-Kimono material is not suited for daily clothes. I put different types of material under kimono material when I sew them. After many attempts, I have found the solution to work with kimono material.
-Have you exported your products to other countries except Japan?
-Not yet. I am just becoming popular in Japan. Brand can be carried out by strong people. In other words, people who could protect the brand, can survive in the market. It needs intelligence and even patience, there are many talented people in fashion industry.
-How are Japanese reacting to your designs?
-They are really interested and surprised. Because they know that kimono material is very expensive and elegant. However, in Mongolia, it takes more time to be understood.
My designs are dedicated for middle-aged women who have great sense of elegant style, familiar with international brands as well as strong and patient. My customers notice that my designs are comfortable when they try them on.
-How often did you attend fashion shows at Japan?
-It has been four years since the establishment of my brand, Yavuu. I have achieved many success during that time. Anyway, I sold my designs at brand stores, attended the Mercedes Benz Show and many other events. Also, I organize solo-exhibition every two years. Japan has different market than Mongolia. Fashion shows are held in October and March every year. They determine the fashion trends one year ahead.
Yavuu follows that path. Our customers have high sense of fashion. That is why we can not stay behind the latest trends. We decorate trending designs with kimono material and create unique designs with original patterned materials.
-Did you receive job offers from Japanese famous brands?
-Yes. I have received invitation from three companies and I worked with them.
-How do you see the fashion trends of Ulaanbaatar young adults?
-They became stylish now. But there are two types of people. One of them are not stylish while others are too stylish following the latest fashion trends and dress with high fashion sense.
-Who is your favorite Mongolian designer?
-I see designs of Michel&Amazonka and other designers online. Mongolian designers are very skilled. I have planned to make clothes with cashmere. I would like to cooperate with cashmere companies and hold joint exhibition in Japan.
Japanese prefer technique first. If your clothes have good techniques, you can release mass products. I think Mongolian designers lack techniques for mass production and good tailoring.
It has been four years since Mongolian designer B.Yavuutsagaan has introduced her "Yavuu" brand to the Japanese market. Her designs are simple, yet elegant and classic. She is making daily elegant clothes using kimono material with quality meeting international standards.
She will hold her fashion show in Mongolia on Oct 21st.
-You are an artist, who have been living in Japan for many years. When did you first visited in Japan?
-I was born in Byankhongor aimag. After my graduation from high school, I was studying at the Urlakh Erdem fashion design institute and I went to Japan from the middle of my academic year. When I was in secondary school, a Japanese TV series "Oshin" was screening in Mongolia. I got all my understanding about the Japan from that movie. I really liked the national costumes appeared in Oshin and started to get interested.
I learned Japanese traditions from that movie. At that time, Mongolians used to go abroad for higher education. For me, it was not enough to work as a designer in Mongolia. Then I decided to go to Japan when I was studying at Urlakh Erdem fashion design institute. I have come back in Mongolia and stayed here for a while. Now it is my 12th year in Japan.
During that time, I have studied at Japanese language course for two years and entered the university by successfully passing the Japanese Language Proficiency Test. Then I completed my bachelor degree at Japanese university.
During my study for master degree, there were teachers, educated people and foreign students willing to release their own brand with me. There were only four Japanese students at my class out of over 10 students.
My university is well acknowledged in the world. Graduate students usually work for famous brands. The teachers were working as tailors at famous brands such as Christian Dior and Dolce Gabbana. As they have built their own brands after working at high-end brands, they gave us all knowledge and tips to build our own brand. I have learned a lot of things from my teachers. Most importantly, I have learned one of production technology, a mass production.
-When did you open the first store in Japan?
-Actually, it was not my own dedicated store. I have just sold my 2015 collection at the department store which united all the international famous brands. After my exhibition, I sold my clothes at four major stores of Japan, such as Seibu and Odakyu.
-Are you still selling your clothes at these stores?
-Now I am designing only custom clothes. I have been working with the Kimono Association for several years. I introduced my first collection made with kimono material at Mercedes Benz Fashion week. Kimono Association watched the show and appraised my work. They said I did luxurious and innovative designs using kimono material.
-More detials on your daily clothes made with kimono materials, please? Kimono material is quite expensive and I think your collections are elegant and luxury.
-Japanese style is very simple yet elegant. They like fancy and odd clothes. I design modern clothes using kimono material such as cocktail dress and costumes. I am the first designer invented to make daily clothes using kimono material.
-What challenges have you faced when making new collection?
-Kimono material is not suited for daily clothes. I put different types of material under kimono material when I sew them. After many attempts, I have found the solution to work with kimono material.
-Have you exported your products to other countries except Japan?
-Not yet. I am just becoming popular in Japan. Brand can be carried out by strong people. In other words, people who could protect the brand, can survive in the market. It needs intelligence and even patience, there are many talented people in fashion industry.
-How are Japanese reacting to your designs?
-They are really interested and surprised. Because they know that kimono material is very expensive and elegant. However, in Mongolia, it takes more time to be understood.
My designs are dedicated for middle-aged women who have great sense of elegant style, familiar with international brands as well as strong and patient. My customers notice that my designs are comfortable when they try them on.
-How often did you attend fashion shows at Japan?
-It has been four years since the establishment of my brand, Yavuu. I have achieved many success during that time. Anyway, I sold my designs at brand stores, attended the Mercedes Benz Show and many other events. Also, I organize solo-exhibition every two years. Japan has different market than Mongolia. Fashion shows are held in October and March every year. They determine the fashion trends one year ahead.
Yavuu follows that path. Our customers have high sense of fashion. That is why we can not stay behind the latest trends. We decorate trending designs with kimono material and create unique designs with original patterned materials.
-Did you receive job offers from Japanese famous brands?
-Yes. I have received invitation from three companies and I worked with them.
-How do you see the fashion trends of Ulaanbaatar young adults?
-They became stylish now. But there are two types of people. One of them are not stylish while others are too stylish following the latest fashion trends and dress with high fashion sense.
-Who is your favorite Mongolian designer?
-I see designs of Michel&Amazonka and other designers online. Mongolian designers are very skilled. I have planned to make clothes with cashmere. I would like to cooperate with cashmere companies and hold joint exhibition in Japan.
Japanese prefer technique first. If your clothes have good techniques, you can release mass products. I think Mongolian designers lack techniques for mass production and good tailoring.