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Sirloin is a Shanghai-based womenswear label celebrating ‘stupid elegance’ – a laid back attitude that does not seek to impress. Designs are whimsical and relaxed, favouring roomy silhouettes heavily influenced by the technical construction of undergarments.
At the helm of the label is Japanese-Swedish design duo, Mao Usami and Alve Lagercrantz. Usami initially studied product design at the Kyoto University of Art and Design before enrolling in the womenswear course at London’s Central Saint Martins (CSM). Before joining Usami at CSM, Lagercrantz studied fashion at the Antwerp Royal Academy of Fine Arts.
After both designers graduated in 2013, Usami won the LVMH Grand Prix Scholarship and the L’Oréal Professional Young Design Talent award, which landed her a job as a leather goods designer at Louis Vuitton. Lagercrantz won the Sally Woodward award, and went on to work as a womenswear and embroidery designer at Dries Van Noten.
DEVELOPMENT MILESTONES & INDUSTRY RECOGNITION
After launching Sirloin in 2016, the label won Lane Crawford’s Creative Callout competition for emerging designers. In December 2018, they received the 10 Asian Designers to Watch award by Fashion Asia Hong Kong – an initiative and platform supporting cutting-edge fashion businesses in Asia – which culminated in a week-long exhibition at Hong Kong’s leading venue for art and design, PMQ.
In just a few seasons, the brand has gained interest from global influential press including Business of Fashion, Vogue Italia, Harper’s Bazaar China, Dazed, Numero China, and AnOther.
Sirloin is currently available at some of the world’s most prestigious retailers including Lane Crawford in Hong Kong and China, Opening Ceremony in New York, Los Angeles and Japan, Machine-A in London, H.Lorenzo Los Angeles, and Ware-Mo-Kou and Conceto in Tokyo.