Last month, LIMI feu by Limi Yamamoto opened the doors to its first-ever London pop-up, nestled on 54 Conduit Street, in the heart of the glamorous district of Mayfair. The boutique has been evolving over two promotion phases and will remain open until 9th January 2025.
In its initial opening phase, the space was completely transformed into an extension of Limi Yamamoto’s creative vision. Spanning over a couple of days, the pop-up became the home of a vast array of DJs, creatives, and A‑list fashion personalities to fully immerse them into the LIMI feu story. Not only were guests able to browse through all the LIMI feu collections, but the pop-up also showcased the designer’s archive, offering attendees the chance to discover her earlier works. Music resonated throughout the launch of the boutique, reflecting Yamamoto’s admiration for British musicians and respect for the country’s culture. “I was conscious of creating a space where the world of my clothes and the world that emerges through music blend together,” explains Yamamoto. “I hoped that people would be able to feel my clothes through the sounds they heard and the sounds through my clothes.”


Limi Yamamoto’s aesthetic refinement stems from her extensive experience as a pattern maker for Y’s, which allowed her to develop a deep understanding of textiles and the importance of silhouettes. When she launched her own label in 1999, her key looks stood out for their sophisticated minimalism, distinctive for their masterful fusion of comfort and signature voluminous lines. Yamamoto’s designs are for the modern woman, who is unafraid of evolving with the times. “I can honestly say that none of the clothes in the store represent who I am today,” the designer says, reflecting on the extensive archive of her work showcased in the pop-up. “I continue to make clothes day after day toward the completion of the project, but it is a strange feeling that I myself am moving little by little into the past, as if I am moving against the progress of the work. I guess that is why I can continue to make clothes every season.”



Directly reflecting Yamamoto’s design philosophy of introspective progress, the boutique—currently in its second phase of activation—has now welcomed Yohji Yamamoto Inc.’s Ground Y within its space. This marks the first time the label, previously exclusively available in the store of the Parisian Louvre, has become accessible in London. Together, LIMI feu and Ground Y bring a revitalising blend of youthful defiance and fashion-forward aspiration, offering the perfect touch of edge to Mayfair.
Though both brands have gained significant international recognition over the past few years, this is the first time that such a broad selection from their collections has been made available for customers to purchase in Europe, further asserting the growing influence of Japanese designers on Western fashion.
Shop LIMI feu and Ground Y at the pop-up now: 54 Conduit Street, W1S 2YY, London. Open until 9th January 2025.