Yume Yume: In Bloom
Alongside new iterations and colorways of their beloved Love Heels and slimmer versions of their signature slide, Yume Yume presented their new collaboration with the well-matched New York designer Marshall Columbia, as well as a sneak preview of an upcoming collaboration with artist Killa Kate.
Inspired by the range of styles and experimentatal spirit Yume Yume has upheld season to season, without forgoing the chic, core aesthetic that has garnered them stockists around the world and a dedicated and fashionable fanbase, I was desperate to sit down and pick the designer's brain. Read our conversation below.
Your pieces are very sculptural— where do you look for reference and inspiration?
My inspiration comes from things that catch my eye on a regular day and I am drawn to interesting shapes; for example our Tyre slide was inspired by a folded bicycle tyre I saw on the streets of Amsterdam, The Tent mule from the shape of a tent combined with some furniture I had seen and for SS23 we created a magic 8 shaped flip-flop that was inspired by a swimming pool I has seen.
Do you draw from other art forms, mediums?
Most definitely! Art and architecture are areas I like to look to for inspiration; This can be seen in the shape of our designs, right through to the collaborations and partnerships we create. We recently worked with NY based designer Marshall Columbia who likes to experiment with volume and shape, and we will have an exciting interior collaboration coming in the new year. We’re always interested in broadening our connection to other forms of design!
What is the difference between fine art and fashion, and the similarity?
The main difference between fine art and fashion is that fashion design of any sort has a function; We buy shoes or a coat to wear it and use it, whereas fine art is more conceptual. The similarity is that art and fashion are both able to make you feel an emotion and we try to fuse the two worlds in our designs. When people wear our brand, we want them to feel it is part of their identity and to show they are not afraid to be different and unique. I see that fashion and art are coming closer together every year, people are not afraid to wear sculptural clothing and shoes.
What do you feel your designs are doing that others aren’t?
I like to balance on the edge of launching something bold but not unwearable. Something unique and not over exposed. I feel that launching a shoe design that is already in the market makes no sense and I want to evoke some emotion through the designs; whether that is someone loving the shoes or not.
What is the importance of footwear in a look, in your opinion?
In my opinion footwear sets the tone of a look. It can give the look an unexpected touch. We saw a picture of a girl wearing our camp shoes to a wedding ceremony; the bulky shoes contrasted with a dress looked amazing! But equally we like the idea of someone pairing the Love heels with sweatpants when you just want to lift a look but want to chill on a working day. [Laughs]
What is the most important value behind Yume Yume as a brand?
Creating a space where everyone feels free to be themselves and celebrate their uniqueness.
