JPOP Summit 2015 with Model/Designer Ayumi Seto

Returning to JPOP Summit, Aomoji-kei model and fashion designer Ayumi Seto brings her 2015 summer collection for Moshi Moshi Nippon. Last year the young model/designer kicked off her American vintage inspired fashion brand Aymmy and the Batty Girls and introduced her clothing to attendees at JPOP Summit.

APA chats with Ayumi Seto on her new 2015 summer collection, her hopes to open up a shop in America and her must-have fashion items.

Welcome back to J-POP Summit! How does it feel to be back?

Last year, the event was held outside and now it’s moved to a new indoor venue. It definitely has a new and fresh feel. There are many booths here and a much bigger stage, so it has more of a festival feel now. I like it.

When did you begin growing an interest in fashion?

When I was in middle school, I actually used to dress in gothic lolita fashion. I wanted to be different from other people. I felt that fashion was a way for me to express my individuality and things took off from there.

Last year you debuted your own fashion brand “Aymmy in the Batty Girls,” inspired by American vintage fashion. What do you like about that kind of style?

I am really into American vintage fashion, particularly between the 50s – 80s. I really like taking those styles and highlighting its youthful energy. I really enjoy the balance of converse sneakers, big backpacks and pleated skirts.

You’ve been traveling around the US a lot, which I’m sure helps create your work. What are your favorite places to visit?

LA. I really like how it seems to always be warm and sunny. Visiting the beach there is always great. People there are really laidback. It’s a really nice place to relax.

On your trip to America this time, what did you do?

Before I arrived in SF, I was actually in LA for another event. We held a Moshi Moshi Nippon event there for the first time, which was organized by my company. We held a fashion show and I held a talk about my line. I had some free time in LA, so I met up with a friend and we went to some vintage shops. I picked up a couple of things and it was really fun.

What’s something new you’d like to do here?

I’d really like to open a shop here. As my brand is inspired by American youth culture and vintage fashion, I’d like to really develop my brand and concepts more here too. I think staying in America for a while would really give me great inspiration.

This year you put on another fashion show at JPOP Summit. Can you tell us a bit about your current collection?

So, the collection I presented today was my 2015 summer collection. To describe it simply, it’s the “lazy pool motel” concept. It’s inspired by the 50s 60s. I just imagined what it would look like if people were spending their summer vacation, lazing around a motel pool.

Also, can you also tell us a bit about your outfit today?

My shirt, jeans and hat are from my line, but this lace gown is from a vintage shop in LA. I don’t often wear lace, but I thought it would be fun to mix something new with pieces that I wear often. I thought these pieces together would make an interesting balance.

Lastly, can you share with us what your must-have items are?

For me, it’s my Converses and my G-shock watch. I feel like these are pieces that I always can fall back on. As you can see, I’m even wearing them right now. [laughs]


Check out our photos of Ayumi Seto’s Aymmy in the Batty Girls Summer 2015 Collection!

Photos by Tina Quach

Mai Nguyen

Editor-in-Chief at Asia Pacific Arts.
Feel free to send me a note on Twitter to @hellomailee.

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