Neige is a Japanese womenswear brand created by designer Ayumi Watada. It launched in 2015 as an e-commerce shop based in Kyoto, offering tops, pants, dresses, outerwear, and other items. The brand aims to support adult women who continue to enjoy a sense of cuteness as they grow older and value what they love, and proposes refined, feminine fashion for adults. It sells primarily online and also operates through limited-time shops at department stores and other venues.
Concept
The concept is to support adult women who want to keep enjoying cuteness at any age, feel inspired by adult feminine fashion, and hold on to what they love while valuing their own preferences.