Weekend Doll

In 2012, high street fashion was becoming fast and disposable, with a clear lack of uniqueness, quality and timeless elegance. Around this time, Yuriko was made redundant by an independent British fashion label after working for many years as a creative director and design coordinator. She then decided that she wanted to follow her lifelong passion for fashion without compromising her belief; namely that fashion should be about self expression, quality and timeless elegance. “ When a woman feels good in what she wears, it makes her happy and confident. That feeling is priceless. Everyone deserves that feeling.”