The Glossy Podcast

As luxury fashion brand Adeam celebrates its 10th anniversary, CEO and creative director Hanako Maeda reflected on the brand's growth. The Tokyo-born, NYC-raised designer, who is also vp of Tokyo-based fashion brand Foxey, said one of the most vital factors to Adeam's success has been being OK with growing slowly but steadily. 'The key is to really know your customer and not to expand the brand in a way that feels too fast or too quick," Maeda said on the latest episode of the Glossy Podcast. For example, though Adeam has been around for a decade, it only recently branched out into releasing collaborations with ambassadors. Its first was in February 2020, with tennis star Naomi Osaka — marking her first fashion collaboration, as well. Adeam launched its latest collaboration with model Carolyn Murphy, in June, using the best practices gained from the partnership with Osaka. "[Our] collaboration [with Carolyn Murphy] was unique because the collection was 100% sustainable. We used fabrics made from organic cotto