AULA AILA

A baby-focused line derived from AULA AILA, which debuted in 2002, and launched with the Fall/Winter 2012 collection. In contrast to the parent brand, which focuses primarily on womenswear, it is specifically aimed at babies and positioned as a separate category bearing the AULA AILA name. It does not replace the main focus of the collections, but broadens the brand’s scope by shifting the target age group and intended use. It is one of the most narrowly targeted derivative lines within the brand.

A basic line added in Spring/Summer 2014, it developed AULA AILA’s signature items as a separate line. Yukimi Kawashima indicated an intention to give the main line a stronger seasonal character by separating resort items into another line to preserve the brand’s image, while also setting apart the core items as a basic line. Within AULA AILA, it is positioned as the line responsible for core items used in everyday life, functioning as a complementary line that distinguishes seasonal pieces from staples.

A resort line launched for Spring/Summer 2014, with its rollout from that year also confirmed in Yukimi Kawashima’s official biography. It was separated into a distinct line to avoid diluting the image of AULA AILA itself, and centered on resortwear that could also be worn around town, such as cut-and-sew tops and mesh parkas, while offering a range that included swimwear, beach towels, sandals, and pouches. As a seasonal offshoot focused on summer use, it had a role distinct from the main collection. It was also presented in in-store sections and at pop-ups.