Behind the label: Noriem Sensounico

Who started it? Making its longawaited debut in Hong Kong, womenswear retailer NorieM Sensounico has been a favourite among Japanese women aged over 30 for years. The word “Nori” has the same character as “sharing” in Japanese and NorieM is the work of several designers all working under the company’s “East meets West” ethos.

Why we love it: any fashionista worth his or her salt will also be a committed Japanophile. The country that gave the world Junya Watanabe, Rei Kawakubo and Yohji Yamamoto knows a thing or two about subverted tailoring and NorieM Sensounico is further proof that the Japanese have a mastery of material and casual cuts. The clothes are individual but can also be easily mixed and matched.