Tagline
A smile in your heart
hinari is a Japanese D2C womenswear brand launched by fashion influencer Maru, who also serves as its director. It started on ZOZOTOWN in October 2021 and offers practical, on-trend girly clothing online, designed with the concerns of petite women in mind. Its range includes tops, bottoms, dresses, and outerwear, with an emphasis on sizing that is easy to wear for petite women. With “A smile in your heart” as its message, the brand proposes a personal style that helps customers become who they want to be.
Concept
Attentive to the concerns of petite women, hinari helps them become who they want to be.