The Japanese label MAYLA made its debut at the German trade fair AnimagiC, presenting and selling collaborative pieces inspired by Black Butler, Attack on Titan, Hatsune Miku, NieR:Automata, and Violet Evergarden.
While there, we sat down with MAYLA’s General Manager, Natsumi Ikegami, to talk about their collaborative strategy with anime properties, how they incorporate anime and video‑game visual styles into their designs, and what lies ahead for the brand.
Q: What does the name “MAYLA” represent?
A: MAYLA serves as the placeholder name for the “little me” awaiting a name. The inner girl each person carries is unique. When we eventually discover that inner self, we assign her a personal name. Until then, MAYLA acts as her temporary designation—a first name given to a girl at the start of her journey.
Q: Why do you think the fusion of European and Japanese design elements is successful in your collections?
A: MAYLA’s designs merge the finesse, precise craftsmanship, and intricate detailing typical of Japanese artistry with the grandeur and ornate style characteristic of European traditions. We feel that feelings like enthusiasm, “kawaii” charm, and a love of beauty can be universally enjoyed, transcending cultural and geographic limits.
Meeting European shoppers face‑to‑face was especially rewarding. We were impressed to see that the detailed work, color choices, and rich storytelling that appeal to our Japanese clientele also struck a strong chord with European buyers.
Q: What motivated you to begin collaborating with video game and anime brands?
A: We see anime and video games as key parts of Japanese culture that Japan gladly shares worldwide, representing some of its most iconic industries. The vivid narratives and worlds these media offer, paired with our brand’s creative approach to expressing fantasy and excitement through fashion, allow us to blend these elements and create unprecedented value to share globally from Japan. The strong potential we saw in this idea inspired us to launch these collaborations.
Q: With projects ranging from NieR:Automata to Jojo’s Bizarre Adventure, how do you choose which franchises to work with?
A: We focus on whether we can reinterpret a work’s charm using MAYLA’s unique design and craftsmanship. Genuine respect for the original piece is also essential. Even when a brand fits MAYLA’s style, we believe that without sincere understanding and affection, capturing the nuanced details cherished by fans would be challenging.
Q: What challenges arise when you adapt anime aesthetics into your products?
A: Our main difficulty lies in harmonizing the original work’s identity with the product’s own visual appeal as a fashion piece. While we could simply display characters or logos for immediate recognition, MAYLA prefers a method where the item first reads as a stylish accessory, yet observant fans can spot subtle references to specific characters or motifs. Striking this equilibrium is both a hurdle and a key source of fascination in our collaborations.
Q: Do collaborations with works that showcase a classic European aesthetic—such as Bungo Stray Dogs, Black Butler, or Violet Evergarden—simplify the design process or introduce distinct challenges?
A: MAYLA focuses on timeless, ornate designs, creating a natural synergy with stories that share similar visual worlds. However, this compatibility also means we must avoid generic “themed” looks. Instead, we strive to highlight each work’s exclusive beauty. We break down a series into its core components—color palette, costumes, motifs, and story context—and reinterpret them within MAYLA’s product line.
Q: Do collaborations with many shonen series in women’s footwear attract the customer profile you anticipated?
A: The primary demographic of a franchise often differs from those who buy MAYLA items. Some shoppers are attracted to our brand because of a beloved series, leading them to explore styles they might otherwise avoid. Others are initially captivated by the design and later develop an interest in the source material. We see these collaborations as bridges linking anime fans with fashion enthusiasts.
Q: What methods do you use to pinpoint the essential features that define an anime’s character in your designs?
A: First, we immerse ourselves in the series and its cast, examining not just visual aspects like colors, outfits, and motifs, but also personality traits, narrative roles, and fan appeal. We avoid overloading our pieces; instead we identify the critical features without which the character would feel unrecognizable, and translate those core elements into our designs.
Q: For a new collection, do you begin with a character, a specific scene, or a silhouette you already envision?
A: The starting point shifts based on the project and the inspiration we draw. Occasionally a character sparks the concept, while other times an iconic scene, costume, or motif takes the lead. At MAYLA we avoid retrofitting existing items with character details; instead we open the process with the question, “If MAYLA were to interpret this work, what product would best embody it?”
Q: Have there been instances where a design you liked was requested to be altered by the licensor? What was their reasoning?
A: Yes, that has occurred. In collaborations involving intellectual property, it’s vital to craft something aesthetically pleasing while also honoring the original narrative and characters. Licensors, who have safeguarded these works for years, often guide us during review, highlighting subtle story elements we might otherwise overlook.
Consequently, we view the review stage not as a series of fixes, but as a collaborative effort with licensors to refine the piece and heighten the excitement and emotion it brings to fans.
Q: How would you describe your experience connecting with European fans after attending AnimagiC?
A: Our time at AnimagiC provided a priceless chance to engage directly with European shoppers. It was especially moving to hear newcomers describe our items using words like “beautiful” and “art.”
Although Japan and Europe have different cultures and languages, the way people react when they see something beautiful, the excitement they feel the moment they discover an item from a work they love, and the expressions on their faces were no different from those of our customers in Japan. Experiencing firsthand that people can connect with and enjoy MAYLA across countries and cultures was deeply moving for us.
Q: What aspects resonate most strongly with European buyers, and what common traits do you observe between Japanese and European audiences?
A: While we can’t generalize the whole European market from one event, we noticed a particularly enthusiastic reaction to richly decorative pieces that stand out immediately. Many attendees also sampled our original Mayla Classique line, not just the IP‑driven collections.
Even without a common anime vocabulary, the creative spirit and design ethos we’ve cultivated in Japan clearly connected with European shoppers. At the same time, we observed strong parallels between Japanese and European fans: a deep affection for beloved titles and characters, and the joy they derive from fashion.
Across borders, the delight of spotting intricate motifs, the enthusiasm for discussing favorite characters, and the thrill of wearing stylish garments all proved strikingly alike.
Q: Are customers primarily wearing these items or keeping them as collectibles, and does that influence your design approach?
A: Our audience includes both everyday wearers and collectors. Some integrate our pieces into daily outfits, while others cherish them as keepsakes that capture the essence of a series. Therefore, MAYLA aims to satisfy both “the pleasure of wearing” and “the fulfillment of ownership.”
We consider the entire experience—from product design to packaging and display—so that everyone can incorporate MAYLA into daily life, whether they wear the items or not, regardless of gender or age. This versatile integration brings us great satisfaction.
Q: Do you have any future plans for expanding your presence in international markets?
A: Absolutely. Expanding internationally is a top priority for MAYLA moving forward. After our 2026 pop‑up in Taiwan and appearance at Germany’s AnimagiC, we now have more chances to connect with global customers. We’re also exploring participation in anime‑ and fashion‑related events across several countries in Europe and beyond.
We aim for more than just exporting Japanese products; we want to partner with local businesses, creators, and event planners who share MAYLA’s vision to co‑create fresh narratives and initiatives. Our time at AnimagiC has heightened our interest in Europe, and the feedback we receive worldwide fuels our desire to tackle new challenges and explore fresh territories.
Please feel free to invite MAYLA to your city anytime.
We appreciate MAYLA for sharing their adaptation insights; we were thrilled to witness their distinctive methodology firsthand.
Be sure to visit their new Harajuku, Tokyo store when you can!
Explore more anime at the latest Info Anime & manga.
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