Celebrating the 10th anniversary of the brand's founding, MUVEIL has announced the renewal of its flagship store, GALLERY MUVEIL. The brand is popular with many women for its clothing, which conveys the warmth of handwork, with embroidery and delicate tulle used. The brand's name "MUVEIL" is a combination of the word MUGUET (lily of the valley), which has poisonous roots in contrast to the brand's innocent floral attire, and VEIL. We spoke to designer Michiko Nakayama about the future of MUVEIL.


--Congratulations on your 10th anniversary! First of all, please tell us what has changed since the renewal of the flagship store.

The mezzanine space inside the store has been turned into "Atelier Collage," an atelier where customers can customise and alter MUVEIL's previous clothing, as well as add tulle to cardigans and sweaters. In addition to the embroidery classes that have been held since last year, the atelier will serve as a window to better meet the requests of individual customers, such as stocking special parts from "La Droguerie" and "Mitake Buttons."

Atelier Collage is a space that provides services that bring out the individuality of customers through the filter of MUVEIL, so in addition to remakes and repairs, we also plan to organize workshops as a space for creation, such as embroidery classes led by embroidery artist Ayumi Taguchi.

Atelier Collage space


Buttons that are fun to look at
--How do you feel now that it's been 10 years since the founding of your brand? Also, what are some things that you have always valued when making clothes?

After 10 years, I feel like I've finally reached the starting line. I feel like the brand's color has finally solidified.

There are three stages I value: before, during, and after making clothes. First, before I start making clothes, I try to firmly solidify the brand's worldview, which is MUVEIL-like rather than cutting-edge fashion, evoking childhood memories and creating clothes that can be worn even when you're a "grandma." While making clothes, I focus on details that convey the warmth of handwork, such as embroidery, vintage-style processing, and fabric texture, so that customers can feel a sense of nostalgia when they pick up the clothes. Then, after making clothes, something I haven't been able to do much with until now... I'm thinking about how to ensure that the clothes will be worn for a long time even after they reach the customers' hands. We wanted to provide a service that would revive clothes that people liked but no longer wear because they no longer suited them with age, or help them find new value in them through customization, and this led to the development of "Atelier Collage."

Inside the MUVEIL store

--For Nakayama, "grandma" is an image source, as seen in the MUVEIL icon "Grandma Charm," and is a special presence that could be considered a muse. What is Nakayama's image of "grandma"?

I believe that there is a beauty that resides in "grandmas" as they age. Rather than proposing finished clothes, MUVEIL wants to be a brand that allows customers to try on the clothes and solidify its image by blending with each person's individuality. Therefore, I chose her as my muse because I admire the existence of a "grandma" who becomes whoever she wears. When I see grandmothers on the street enjoying fashion in their own way without worrying about what other people think, my eye is drawn to them, and I feel encouraged by the sight of them enjoying life to the fullest.

MUVEIL's icon, "Grandma"

--If you were to become a "Grandma," what kind of fashion would you like to wear?

I have so many ambitions (laughs) that it's hard to narrow it down... I would like to wear vivid colors and wear clothes that make me feel excited from the heart. I think the greatest joy of fashion is being able to express your inner self without being bound by trends, so I would be happy if MUVEIL could become a brand that helps people to be stylish in that way.


--For MUVEIL, "collage" seems to be an important keyword in your creative process. What role does it play?

I regularly collage my favorite papers and photos in my notepads, and even when making clothes, I like to combine various parts to create flower motifs, which I do often. I collage in my notebook as if I were writing a diary, so it may be a natural way of expression for me.


--What developments do you have in mind for MUVEIL in the future?

Up until now, the "Atelier Collage" workshops have focused on embroidery, but in the future I would like to take it a step further and propose sewing and knitting projects as well. I personally find great healing from working silently with my hands, so I believe that if you can experience that sense of "emptying yourself," you will become addicted to it too.

As a brand, we would like to continue making clothes that are even more in tune with our customers' individuality. Although clothes are consumables, we would like to provide a service that transcends time and space, so that customers can look after them and wear them for as long as possible. And, aim to become a "grandma"!

Designer Michiko Nakayama

Nakayama carefully chose her words as we spoke, and her "passion for making clothes" was conveyed to us. We'll be keeping our eyes peeled for new developments from MUVEIL, such as the launch of the new line "M" in June, which is themed around "quiet individuality."