“ When a woman feels good in what she wears, it makes her happy and confident. That feeling is priceless. Everyone deserves that feeling.”
This is the unwavering belief of Yuriko Usui, Founder and Creative Director of 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.
She had always admired the stunning silhouettes, fabrics and craftsmanship of clothes from the 1930s, 40s and 50s, as it was a time that when everyone made the effort to dress up, no matter what the occasion, and create their own individual style. So she set up Weekend Doll in 2012 and began travelling around the country with some carefully selected items, offering them to vintage and retro enthusiasts at vintage fairs and other exciting events such as Secret Cinema. This was the beginning of a life-long connection with many of her now loyal customers who she calls her 'little family.' She then wanted to extend the experience to a wider audience so her online business was born.
At Weekend Doll, we would like to take you back to a time when we treasured and loved the beautiful items in our wardrobes, and passed them down from one generation to another, with some memorable stories attached. We aim to choose the most unique pieces from various independent labels for our loyal customers who have been on this journey with us, and sell them at fantastic swing dance festivals such as Twinwood and the classic car race, Goodwood Revival.
So what's next for Weekend Doll? Well, as you know, we are a small boutique business, but thanks to our amazing customers and their very helpful feedback, we are now excited to announce that we have finally started our own collection (See our Ava dress). Of course, we shall continue to focus on building an ethical and sustainable relationship with our supply chain, in order to deliver a fair and sustainable practice at every stage of the process.
We will continue to offer the best service possible, and as it is not always easy to know your correct size, please feel free to email us at email@example.com, so we can advise you. If you’d like to keep up to date with our journey and help us bring romance, timeless elegance and appreciation back to the fashion world, please sign up to our newsletter. We’d love you to join us.
Lots of love