Tagline
For women who never forget to be “cute,” anytime, always
MILKFED. is a women's casualwear brand launched in 1995 by film director Sofia Coppola and Stephanie Hayman. Originating in California, USA, it champions “never forgetting to be cute, forever and at any time” and proposes a free-spirited fashion style that does not categorize the wearer. In 1997, it held a pop-up at Shibuya PARCO, and in 1999 it opened its first shop in Daikanyama, ahead of Los Angeles. Its spaces have been characterized by displays of “things girls like,” including nail polish, candy, photo books, and CDs. The brand is currently operated by Japan's Beads International.
Concept
It proposes a free-spirited fashion style that does not categorize the wearer.