Designer Yumi Fujiwara of Innocent World

PMX is pleased to announce our first Fashion Guest of Honor for this year: Innocent World and the label’s designer, Ms. Yumi Fujiwara!

Innocent World is a Japanese clothing brand best known for their classic Lolita styled designs. They are one of the forefront Lolita labels in Japan currently featured in the latest volumes of Gothic & Lolita Bible and KERA.  Having just begun selling to overseas customers in May 2009, Innocent World will be making their debut appearance outside of Japan at PMX 2010. We are very excited about their participation and hope everybody will come meet them. Come see them and shop for their unique designs in our Fashion Hall!

About Innocent World

"Innocent World's designer, Yumi Fujiwara, has created a new brand of clothing inspired by classical European designs that embodies the ideals of elegance and cuteness but is suitable for young women of the modern era. The brand name Innocent World brings to mind a simple world without dirt or blemish. We made this name to reflect the pure and innocent hearts of young women everywhere, at any age." (Text from Innocent World website)

Innocent World will be participating in the Starlight Fashion Festival, PMX Fashion Show, and will be selling their designs in the PMX Fashion Hall.