Tagline
Vibrant all-over prints using traditional techniques
H.A.O is a womenswear brand launched by fashion director Kaoru Fukanuma for the 2022 SS season. Its name comes from the Chinese character 好. Hoping to make women feel happy, the brand centers on vibrant all-over prints created using traditional techniques. Like the ancient merchants who opened the Silk Road, it proposes items that draw on the characteristics and qualities of countries around the world, in keeping with the mood of each season, and advocates the interest that comes from the fusion of East and West, as well as the allure of and fascination with cultures from elsewhere. From the 2026 SS season, the brand name changes to H.A.Owell.
Concept
Like the ancient merchants who opened the Silk Road, the brand proposes items that draw on the characteristics and qualities of countries around the world, in keeping with the mood of each season. It advocates the interest that comes from the fusion of East and West, as well as the allure of and fascination with cultures from elsewhere, which have captivated people across eras.