Milkfed, or ミルクフェド in Japanese, is Sofia Coppola's clothing line which is sold exclusively in Japan. She started the label in 1994, and it is still very popular in Japan. The shops are called Heaven 27 and the flagship store is located in Harajuku. Sofia describes the inspiration behind Milkfed: "I always wanted to be a designer, but I didn't think I knew enough. When I helped Kim Gordon and Daisy von Furth put on the X-Girl show in SoHo, I discovered they didn't know how to sew, either. I realized I admire people who just jump into things and do it. So I started this with Linda Meltzer who has a line out of L.A. called Tease Tee's; she did the first shrunken T-shirts, which became know as 'baby Ts.' I designed the clothes and she's the grown-up; she put the rest of it together."
The Milkfed collection is very feminine and colorful and the cuts are simple yet chic. The clothes are fun but also practical: sundresses, tunics, shorts, and an extensive line of tshirts. Milkfed also carries various accessories, such as umbrellas adorned with heart-shaped patterns, knee high socks, delicate pendants and earrings, shoes, canvas totes, and swimsuits. As Sofia explained her fashion philosophy when Milkfed launched: "I'm more into the 'Mom sensibility' than the little girl thing. I'm sick of all the A-line minis. I did one skirt just above the knee — it's a bit Calviny. I guess it's a bit fashion victimy. 'The Lady Skirt.' It's a silk charmeuse slip with a tiny bit of lace at the hem. Do I sound like a fashion designer now? I'm starting to do all that corny talk!... You know, most clothes in this price range are pretty generic. The Gap all looks the same. My clothes are definitely different. Now my father wants to know when I'm going to do my perfume!"
The boutique itself is alluring and girlie, with plush sofas and rugs, dainty display cases, and full-length mirrors. The shop is decorated with some of Sofia's photography and keepsakes, cupcake-themed trinkets, and her cute cans of Sofia Mini sparkling wine. Her photo and film-related books are sold there on occasion in Japanese. I love going to Milkfed in Harajuku. Not only is it located on a beautiful, quiet street, but it is also a mini Sofia museum and everything in the shop is so gorgeous. Watch this brief video with Sofia Coppola about Milkfed or browse the photo gallery for more.
Sofia Coppola photographs courtesy of Seventeen Magazine, flickr.com/glowingstar, anacecilia.com.au, © B's International, tumblr.com, and milkfed.jp.