Who is Ayumi Seto?<\/h3>\n
A huge hit on the Harajuku street fashion scene, orange haired Ayumi Seto is an icon of aomoji-kei fashion, a style which is super girly and empowering. By the age of 22 Ayumi Seto had modelled for Zipper and NYLON, released her own fashion book, titled \u201cAyumi Kidz\u201d, about her personal life, fashion and influences, and launched her very own clothing line \u201cAymmy in the batty girls\u201d. The label, affectionately referred to as Aymmy for short, was inspired by the life of a fictional character named \u201cAmy\u201d who was born and raised in L.A. and whose street style was a unique mix of pop, punk and skater style. <\/p>\n
Long story short, Ayumi Seto has been prolific in her few years on the scene. Some would call her a multi-hyphenate, but Seto doesn\u2019t fuss with the labels. Ayumi is just living out her fashion dreams and trying to share that zest for life with the rest of the world. Seto, through her creative projects and lifestyle, is an emphatic \u201cYes!\u201d to the question about whether women can have it all.<\/p>\n
Brand Concept<\/h3>\n
After closing down Aymmy in 2019, Seto is back with \u201cDear Sisterhood\u201d! \u201cI love the atmosphere of Los Angeles, the sunny weather, the freedom and the energy.\u201d Ayumi confessed in an interview with her alma mater, Vantan Design Institute. Launched 25 January 2020, \u201cDear Sisterhood\u201d marks a sophisticated turn in Seto\u2019s Americana dreamscape.<\/p>\n
Ayumi has always been deeply in tune with the trials and tribulations of girlhood and her latest offering represents the transition from teenager to adult that all women face. \u201cUnfortunately, girls get shy about the clothes they love to wear as they grow up and their lives change. At Dear Sisterhood, we are all about [empowering] those girls to fearlessly wear what they want, how they want!\u201d Ayumi revealed. The brand concept is as follows:<\/p>\n
You were a teenager and now you\u2019re a woman. Dear Sisterhood is like a big sister to you. Age doesn\u2019t matter when it comes to the things that you enjoy. \u201cI always want to be surrounded by the things I like, the things I love, Dear Sisterhood is your ally.<\/em><\/p>\n The \u201cDear Sisterhood\u201d collection is full of unapologetically girly pieces that make you look cute and make you feel confident no matter how old you are. Read on for a rundown of the key pieces from their Spring\/Summer collection.<\/p>\n The Summer Lady Blouse retails at 11,000 yen and comes in three colour-ways of olive green, terracotta orange and white. It has a big sailor collar with lace trim and its 100% cotton composition makes it perfect for summer. Pair it with a straw boater hat and corduroy culottes and you’re good to go!<\/p>\n Oversized collar and voluminous sleeves, this smock dress is great dressed up with heeled sandals and a purse, or dressed down with bare feet on the beach! The Wake Me Up Check Dress comes in two colour-ways of red and purple, and the lightweight seersucker makes it breezy, comfy and cute to boot.<\/p>\n Coral reefs in the sea\u2014that was the inspiration for the Walk on the Rainbow Flare Rib Pants. Flares are quickly becoming a street style favourite and with its pink tipped, vertical frill trim the Walk on the Rainbow Flare Rib Pants are adding a delightful Little Mermaid spin to the trend. The flares come in blue, green and black, and retail at 9,350 yen. They are super comfortable to wear, and great with a casual tee or knitwear.<\/p>\n Beatniks, flower power, revolutions and counterculture, the 1960s was the summer of love! Hippie girls wore their hair long, carried shoulder bags and probably would have picked up Dear Sisterhood\u2019s Butterfly Swim Two-Piece to wear to the beach. Retailing at 16,940 yen, this floral print, high-waisted swim set is adorable as a pair but can be styled separately with jeans or T-shirt.<\/p>\n \u201cA pretty piece of jewellery can make any day better.\u201d A Girl in the Mirror marks Dear Sisterhood\u2019s first jewellery collection which includes earrings, a necklace and a ring set. Prices range from 4,400 yen to 6,930 yen, and the collection is united by a delicate tulip design that is both girly and sophisticated.<\/p>\n And if you are looking for a bargain, head over to their sales page<\/a> for floral appliqu\u00e9 wide-legged jeans, tangerine orange check long skirts, polka dot ribbon barrettes and more<\/p>\n
\nAnd now that you\u2019re woman, you want to change yourself.
\nBut you don\u2019t want to change everything you love.<\/p>\n
\nWe tell you what\u2019s cute and what\u2019s hot.<\/p>\n
\nAnd it doesn\u2019t matter what society, your boyfriend or your friends think.<\/p>\n
\nthe things that really excite me\u2014no matter how old I am.\u201d<\/p>\nDear Sisterhood Collection<\/h2>\n
Summer Lady Blouse<\/h3>\n
![](\"https:\/\/blog.fromjapan.co.jp\/en\/wp-content\/uploads\/2021\/07\/Dear-Sisterhood-Summer-Lady-Blouse-1.png\")
<\/center><\/p>\nWake Me Up Check Dress<\/h3>\n
![](\"https:\/\/blog.fromjapan.co.jp\/en\/wp-content\/uploads\/2021\/07\/Dear-Sisterhood-Wake-Me-Up-Check-Dress-1.png\")
<\/center><\/p>\nWalk on the Rainbow Flare Rib Pants<\/h3>\n
![](\"https:\/\/blog.fromjapan.co.jp\/en\/wp-content\/uploads\/2021\/07\/Dear-Sisterhood-Walk-on-the-Rainbow-Flare-Rib-Pants.png\")
<\/center><\/p>\nButterfly Swim Two-Piece<\/h3>\n
![](\"https:\/\/blog.fromjapan.co.jp\/en\/wp-content\/uploads\/2021\/07\/Dear-Sisterhood-Butterfly-Swim-Two-Piece.png\")
<\/center><\/p>\nA Girl in the Mirror by DSH<\/h3>\n
![](\"https:\/\/blog.fromjapan.co.jp\/en\/wp-content\/uploads\/2021\/07\/Dear-Sisterhood-A-Girl-in-the-Mirror-by-DSH.png\")
<\/center><\/p>\nShop Dear Sisterhood with FROM JAPAN<\/h2>\n