On Thursday, November 14th, a new pop-up boutique, 'Savile Row 2,' opened at 54 Conduit Street in London's Mayfair, near the Yohji Yamamoto flagship store, 'SAVILE ROW'.

On Wednesday, November 13th, a special event for LIMI feu was held. Designer Limi Yamamoto curated the boutique with archive looks from her line that will be on display throughout the pop-up’s duration. To mark the occasion, Limi Yamamoto has also handpicked three renowned Japanese DJs to perform live, creating a unique atmosphere for the event. The launch welcomed a select group of creative industry figures, local press, and VIP guests to celebrate this exciting moment in the designer's presence.

The pop-up boutique will evolve over two phases
■ Phase 1 (November 14th and 15th, 2024)
The boutique will focus exclusively on LIMI Feu, immersing visitors in the singular vision of Limi Yamamoto. This period will highlight her pioneering approach to fashion, with a focus on the brand’s rich history and innovative designs.

■ Phase 2 (November 16, 2024 - January 10, 2025)
In addition to the LIMI feu collection, the Ground Y collection will also be featured.
The Ground Y collection, previously only available at the Paris Louvre store in Europe, will become available for the first time in London, bringing a fresh and dynamic dimension to the space, offering a broader range of styles to customers.
In celebration of the 90th anniversary of Fujiko F. Fujio's birth, a variety of items will be available, featuring motifs of characters from his works, including the beloved national icon "Doraemon," as well as "Perman," "Esper Mami," and other characters. The visuals are produced using 3DCG, expressing Fujiko F. Fujio's vision for the future and the new world of Ground Y.




©Fujiko-Pro

Additionally, the Ground Y 2024-25 Fall/Winter collection celebrates the brand's 10th anniversary, with a focus on 'pattern making,' returning to the essence of craftsmanship. The collection introduces items featuring design concepts such as 'raw edges,' 'asymmetry,' and 'combination,' offering a unique take on style.

The "Savile Row 2" pop-up boutique will offer a wide variety of LIMI feu and Ground Y items.

LIMI feu
Designer: Limi Yamamoto
After joining Yohji Yamamoto Co., Ltd. and working as a pattern maker at Y's Atelier, she launched her own brand in 2000. In 2002, she rebranded her label as LIMI feu and continues to this day. Emphasizing atmosphere, volume, and wearability, she eliminates embellishment and decoration, purposely leaving blank space for one’s personality to pervade. Distancing herself from trends, designer Limi Yamamoto expresses herself through the silhouettes of her clothing; her designs fuse clean, powerful lines with voluminous, draped materials that envelop the wearer’s entire body. 
▼Official Online Store [THE SHOP YOHJI YAMAMOTO LIMI feu]
▼ Official website
▼Official Instagram @ limifeu_official　　

Ground Y
Through the filter of Yohji Yamamoto, Ground Y incorporates multifaceted elements that align with its concept,
proposing new possibilities in fashion with a 'genderless' and 'ageless' style.
▼Official Online Store [THE SHOP YOHJI YAMAMOTO Ground Y]
▼ Official website
▼Official Instagram @ ground_y_Official　
▼Official X (formerly Twitter) @Ground_Y

[Savile Row 2 London Pop-up Store]
Opening date: Thursday, November 14, 2024 - Friday, January 10, 2025
Location: 54 Conduit Street London, W1S 2YY
Business hours: 10:00~18:00