Tagline
RELAX BASIC
MAAI is a Japanese womenswear brand launched by BEAMS in 2026. Its brand director is Chie Tsukamoto. Aimed at adult women who live lightly in the city, the brand centers on the keyword “RELAX BASIC,” offering a measured sense of trend alongside refined, timeless craftsmanship. The brand name derives from “maai,” an aesthetic sensibility long valued in Japan, and reflects an emphasis on the wearer’s individuality and the space that emerges between clothing and the person wearing it. The brand offers the CORE LINE, Standard LINE, and SeasonTrend LINE.
Concept
With an air of ease and maturity, the brand retains a measured sense of trend while focusing on refined, timeless craftsmanship in pieces to be cherished for years. Rather than pursuing extravagance or fashion trends, its approach to making things is rooted in the Japanese sensibility of “maai”—a considered balance expressed through subtle colors, silhouettes, and materials. The pieces offer the wearer quiet confidence and are made to accompany them through life.