CELFORD
Mash Style Lab · Japan
CELFORD is a Japanese womenswear brand launched in 2018 by Mash Style Lab. Inspired by the styling of first ladies, it focuses on elegant dresses for special occasions.
| Launched | 2018 |
|---|---|
| Company | Mash Style Lab |
| Concept | THE FIRST LADY |
| Stores | About 25 in Japan |
| Website | celford.com |
What is CELFORD?
CELFORD is a Japanese women's fashion brand launched in February 2018 by Mash Style Lab, the company behind SNIDEL and gelato pique. Its concept is THE FIRST LADY: elegant, graceful fashion inspired by the way first ladies around the world dress.
Products and positioning
The brand centres on dresses for special occasions and memorable moments, with designs that emphasise flattering silhouettes. It sits in the premium segment of Japanese womenswear. CELFORD has also extended into golf apparel with a dedicated line.
Distribution
CELFORD operates around 25 shops in Japan, mostly inside department stores and shopping centres, from Daimaru Sapporo in Hokkaido to Yamakataya in Kagoshima. Locations include:
- Omotesando Hills, Tokyo
- Takashimaya in Yokohama, Nagoya and Osaka
- Hankyu Umeda, Osaka
It also sells through its own online store.
Why it matters
CELFORD shows how Japanese multi-brand groups build focused labels around a single clear concept, here occasion dressing, and roll them out through department store networks.
Frequently asked questions
Who owns CELFORD?
CELFORD is a brand of Mash Style Lab, which also runs SNIDEL and gelato pique.
What does CELFORD sell?
CELFORD sells elegant womenswear, especially dresses for special occasions.