Blog

The custom look was designed by Tokyo-based designer Hana Yagi. The 26-year-old crafted Naomi’s Wimbledon ensemble in her Tokyo studio over the course of 10 days. Hana’s genius lies in the tension between the pristine and the historical. The entire look was meticulously deconstructed and upcycled from vintage Japanese bridal gowns and sacred ceremonial textiles, bringing traditional garments into modern youth culture.

In an interview with Times Now Digital, Hana spoke about creating Naomi’s Wimbledon outfit, Japanese fashion and the inspirations behind her designs.

Can you tell us the story behind Naomi Osaka’s Wimbledon outfit and the experience you wanted her to have as she walked onto the court? How has the response been for you?

The concept of the look was to reinterpret the structure of the traditional Japanese kimono in a contemporary way. I reconstructed vintage shiromuku and kimono fabrics. Then combined them with materials such as tulle to create a look that respects tradition while feeling modern. I imagined the walk-on as a ceremonial moment before the match begins. Once Naomi steps onto the court, the Nike performance outfit represents her as an athlete. I designed the two looks as different chapters of the same story.

I have been amazed by the response from around the world. I’m very grateful that so many people have connected with the work.

Naomi Osaka has become known for using fashion to tell stories. What conversations did you have while designing the outfit? What kind of styles does Naomi Osaka like?

The creative discussions for this project were led by Creative Director Marty Harper. We shared a concept that brings together tradition and innovation, and talked about how the structure and philosophy of the kimono could be translated into the context of sport. I’ve always felt that Naomi values storytelling through fashion. I really admire her attitude as an athlete and the vision she has for expressing herself. It was a great honour to create this look for her.

How would you describe the outfit? Is it a kimono, or inspired by one?

It is not a kimono itself, but a contemporary design inspired by the kimono. Rather than recreating traditional clothing, I wanted to reinterpret the structure, philosophy and beauty of the kimono in the context of modern sport.

Wimbledon is famous for its all-white tradition. How did that requirement influence your creative decisions?

I often work with vintage shiromuku and wedding dresses, so working with white materials felt very natural to me. The all-white rule didn’t feel like a limitation. It actually fit very well with my own practice.

Instead of relying on colour, I focused on expressing individuality through materials, silhouette and detail.

A lot of your designs feel like a mix of tradition and modern life. What themes are you most interested in, and how has growing up in Japan shaped your work?

My career began after becoming the youngest finalist in the fashion category of International Talent Support (ITS) in Italy in 2019.

Today, I create works by reconstructing discarded vintage wedding dresses and shiromuku. What interests me is not only the garment itself, but also the history and memories it carries. Rather than erasing the past, I want to create new value while carrying those stories forward.

Growing up in Japan, I came to feel that tradition is not something fixed or simply preserved. It continues to evolve with time, and that idea has greatly influenced my work.

As a Japanese designer gaining international attention, what do you wish people around the world understood about Japanese fashion today?

I think one of the strengths of Japanese fashion is its ability to carry tradition forward while continuing to evolve. To me, tradition is not something fixed. It is something that is constantly reinterpreted by each generation. I hope people see Japanese fashion not only as something rooted in the past, but as a living culture that continues to grow and change.

Sports and fashion seem more connected than ever now. How do you see that relationship changing?

I feel that athletes today are expressing not only their performance, but also their values, culture and identity.

Fashion is a powerful way to communicate those things without words.

The story can begin even before the match starts, and I think that creates new possibilities for both sport and fashion.