UENO Press Kit
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Transcript of UENO Press Kit
2Empire Princess Dresswith Pearly Embellishments
3PROFILEFor you life ought to be a silver dancer:
In moonlight, starlight, dancing through your heart.
For you the dream of beauty should be burning,
Trembling with the passion of your yearning,
Even as your days may come apart;
Even as you rummage for an answer,
Not knowing that it lies within your art.
By Nicholas Gordon
UENO was founded in 2004 by Hiroko Ueno.
A graduate from Raff les Design Institute and
has participated in various fashion awards and
events, both locally and internationally. Notable
achievements include, Winner of Mercedes-Benz
Singapore Fashion Award 2005 and Singapore
Young Designers Award 2004.
After designing for SONG+KELLY21 and
collaborating with The Link, Hiroko Ueno has
created her own line of designs.
UENO rst appeared in April 2005 at Small Room,
a local boutique that houses exclusive pieces of
UENO and other Designer labels with the intention
of nurturing ideas and crafting them into objects of
desire and beauty. Since launching the collection at
Small Room, UENO has gained a loyal customer base.
In December 2006, the agship store was launched in
The Heeren Shops.
4Long has paled that sunny sky
Echoes fade and memories die
Autumn frosts have slain July
Ever drifting down the stream
Lingering in the golden gleam
Life, what is it but a dream?
By Lewis Carroll
Gold And Cream Crochet Dress
5UENO is a womens wear label that speaks
of modern romance. The concept whips up a
collection of childhood memories, fairytales,
romance, mystery and magic. A dreamscape
collection that whispers of free-spirited
beauties, individuality, delicate sensibilities,
and the bittersweet melody of life that f lows
within. The intricate details, feminine shapes
and folkloric fabrics create enchanting designs,
while bold and contemporary cuts and
stylelines evoke a certain confidence;
A desire to Dream, to Aspire, and Inspire.
6THE BOUTIQUEThe UENO store is not just a store, but a special place that stimulates the
senses, celebrates the freedom of expression and the spirit of individuality.
Just like the way a girls daydream takes her into her own heart, or silly
thoughts and ideas inltrate her mind, UENO takes the customer to a girls
room, a pixie dust trail into her dreamy mind, the source of inspiration to
those poems hidden safely in her heart. From the colours of cosmetic bottles
scattered across the dressing table, to the cut out of faded pictures in photo
albums, the room tells a story of a girl, in a way thats as intimate as her diary.
7The store is to look like a girls room, complete with a day bed, dressing table and
shelves. The arrangements of the decor is to depict a scene where a girl had just left
the room in its original state. This includes the scattered English cosmetic glass
bottles and dresses hung over the couch. The window gives the room an English
boudoir atmosphere, overlooking a garden. The room is complete with o-white
decorative wall panels, dome ceiling and chandelier giving it a classic feel.
8Silk Printed Long Dress
9The prole for UENO customers consists of the
following demographic and behaviour.
- Age range of 18 to 38 years
- 60% of the customers are young working
- 20% are students
- 20% are housewives
- Design oriented
- Looking for things that enables them to
express themselves in an unique way.
- An eye for exclusive and unique products
- Their fashion sense often relates to their
taste in music, their interests, knowledge, and
products of other elds of arts and design.
- Aware of the fashion trends but do not
necessarily stick to them.
- Appreciation of quality in sync with design.
UENO is providing the market, the following benets,
UENO oers one of a kind designs that makes it incomparable to any other mass
produced pieces or imported labels that tends to have repeated designs. Or else, other
boutiques that sell exclusive pieces are just out of the price range of most customers.
UENO design is made special with careful consideration in fabric, trimmings and
cutting. Individual piece is desirable, enchanting, exclusive and attering.
UENO delivers exclusive designs in aordable prices, yet never compromising on
the integrity of the design. The customers can be assured that in UENO, quality
comes in sync with good design and price. This gives UENO a competitive edge.
The shop promises to be one of its kind in Singapore. It stands out because of the
outlook and the selection available. At the end of the day its not just a shop, but
an exciting place that oers an enjoyable shopping experience. Every collection
is inspired by a dierent Dreamscape theme that is unique to UENO with a
recognizable English, mythical and modern vintage air.
The patrons will be impressed with the degree of care that they will receive,
that is comparable to the service in Japan
All products will be priced competitive to the target market.
$59 - $89 for a top/bottom
$89 - $140 for a dress
Vanilla SkyTh e collection60s Inspired Lace Mini Dress Retro Print Mini Dress
Victorian Style Vest
Scoop neck dress in printed knit
with contrasting trimming.
Round neck mini dress in lace, with
metal buttons and boxy sleeves.
Flowery Silk Chiffon Top With Beaded Peek-A-Boos
Silk chi on top in owery print with
a sash to tie at the back. Finished o
with beads at the neckline.
Silk Flutter Sleeve Top In Paradise Blue
V-neck utter sleeve top in silk,
with a sash that ties at the back.
Collared vest with
intricate button designs
Th is is an evening dress made out of pearly knit,
ruched at the bust and pleated from the empire. Th e
empire line is embellished with intricate handcrafted
applique of beads and sequins. Fully lined in tricot.
It comes in colours of antique pink and silver.
Th is strappy top is made out of crinkle silk
chi on, half lined. Th e bust line is delicately
ruched and the sash that elegantly drapes to the
back where there is the button and loop closure.
Th e seams are all french seamed.
Th is skirt is made out of strips of lace sewn
on polka dot tulle, with an underlay of esh
toned jersey. Th e bow is also made out of lace.
Beaded Empire Dress
Silk Chiffon Strappy Top
Multi-Panelled Skirt In Lace
Midriff Cut Out Dress With Abstract NecklineAnd Appliques Of Lace
Th is dress is made of crinkle chi on. Th e neckline is
cut into an abstract shape with a scoop neckline at the
back. Th e dress fastens with a zip at the centerback.
Th e full skirt is made out of printed chi on
with border prints. Th e waist is gathered
and a wide sash ties into a big bow.
Th is boudoir inspired top is made out of delicate
French metallic lace. Th e bust is made into a corset
style. Th e hem is adorned with scalloped lace and
the top fastens at the back with loops and buttons.
Metallic Lace Corset Top
Printed Chiffon And Satin Skirt
Abstract Neckline Dress
Printed Chiffon Top With Metallic Ribbon. Black Linen
Military Style Skirt
Amanda & Clemence
#03-16 The Heeren Shops,
Tel: (+65) 6734 4055
260 Orchard Road,