LAATO is a Japanese private label developed by Urban Research Co., Ltd. Brand director 仲林智佳 launched it for the 2020 spring/summer season, drawing on her experience at KBF, SMELLY, and SENSE OF PLACE by URBAN RESEARCH. Its concept is “I am who I am.” Rather than focusing on trends, the brand is aimed at people who have established what they want to wear for themselves, and is characterized by designs that express the smoothness and sensuality of mature women, along with soft colors. Since its launch, the brand has deliberately avoided setting seasonal themes and has continued to offer designs for women with an established personal style.
Concept
I am who I am