After falling head over heels in love with Bloombury’s first collection a few weeks ago, I was invited to meet the lady behind it all, Satoko Shoji, who graduated from CSM last year. Bloombury was created in August 2010 right after Satoko graduated and their AW12 collection is the very first one.
I was intrigued by the name of the label, thinking it would have something to do with the Bloomsbury area of London but not at all – it is in fact a play on the verb “to bloom” and “blooming“. A very apt name for this label that’s already stocked in four boutiques in London after just one collection.
The inspiration for AW12 came mostly from Paul Poiret’s designs and his idea to get women out of their corsets. “It is all about controlled volume” says Satoko while showing me the Pearl dress. The Pearl dress is one of my favourite pieces from this collection exactly for this reason: it is loose and minimal while still contouring the body.
The Pearl Dress
“I wasn’t a fashion kid growing up” explains Satoko. “My mum wanted me to be a pianist but I didn’t want to practice. My first real experience of arts was oil painting in high school“. Satoko later went on to study Costume Design in Tokyo before moving to London to go to Central Saint Martin’s. “I am interested in daywear rather than avant-garde fashion” she tells me with an almost apologetic smile.
Satoko’s talent for stylish separates and super efficient daywear comes as no surprise when her own style is a mish mash of Scandinavian designers and vintage. When I met her, she was wearing the most amazing vintage cardigan bought in Norway.
Inspired by Scandinavian style, hailing from Tokyo and living in London, Satoko still places Scandinavian mix of minimalism and quirky knitwear on top of her inspiration list, followed by Japanese style which is “very organic and natural” according to her and finally London style which is “simpler, less crazy than it used to be“.
A piece from the SS12 collection, inspired by Man Ray and dadaism
With Fashion Week just around the corner, Satoko admits that there isn’t just one show she would like to see: she wants to see everything! “Now I design myself, I am even more amazed by the work of others. I want to see lots and lots of clothes!“.
Her advice to aspiring designers: “All new designers should know exactly who they design for and what clothes to make for them“. As for her dream… She would love to design for Céline or Jil Sander… I for one could definitely see her in that role!
Satoko’s Favourite places in London & Tokyo
The Grocery – Kingsland Road
L’Eau à la Bouche – Broadway Market
Journal Standard Café – 4-1-7 Shinjuku