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Exploring the Brand Story of "Hatsuko Endo," Who Also Handled the Beauty of Princess Michiko ♡
2019.09.19 published
What kind of brand is Hatsuko Endo?
Japanese wedding dress brand "Hatsuko Endo."
"I've heard of it!"
"I've admired it since before I got married♡"
Many brides may recognize this popular brand, but surprisingly few know the actual history and establishment of the brand.
Let's take a look at the brand story behind the beautiful dresses＊
1905. Starting from a comprehensive beauty salon
Hatsuko Endo's beginnings date back to 1905 (Meiji 38), when the first owner, Hatsuko Endo, opened a shop in Ginza as Japan's first comprehensive beauty salon.
In fact, what we now refer to as "facial treatment esthetics" was first proposed by Hatsuko Endo as "facial techniques." She learned Western skincare from foreign doctors and quickly introduced it to Japan.
She was a pioneer of beauty, spreading methods that fundamentally "beautify the skin," not just makeup.
The comprehensive beauty salon that opened at that time included:
☑ An aesthetics department for wedding attire
☑ A hair specialty department
Rental of wedding attire and handling of century marriages
Following the shortage of goods and clothing after the war, it was also Hatsuko Endo who first introduced "rental clothing" in Japan.
The now-common practice of "renting bridal attire" began with Hatsuko Endo's commitment to "not giving up on creating beautiful brides even after the war."
(Before then, it was normal to have clothing made on a custom order basis.)
In 1959, the third and fourth generations took care of the beauty needs of Princess Michiko and Prince Akihito, drawing public attention.
Creation of bridal attire and the current Hatsuko Endo
In 1965, the fourth generation, Hatsuko Endo, began producing bridal attire. Together with the best skilled artisans, they started creating costumes that make brides shine even more.
It was revolutionary for a beauty expert to create bridal attire, something that had not been done in Japan until then.
Today, Hatsuko Endo operates based on the techniques cultivated since its founding:
☑ Beauty
☑ Aesthetic treatments
☑ Rental of bridal attire
☑ Sales of bridal attire
Making it a top brand that handles the total beauty of brides＊
What dresses can be worn at Hatsuko Endo?
The dresses available at Hatsuko Endo can be categorized into three types.
① Imported dresses carefully selected by Hatsuko Endo (Antonio Riva, Naeem Khan, Delphine Manivet, Zac Posen, Reem Acra, Marchesa, Valentina, Katya Shefrina, Rosanna Pereno, Christie Romano, Nicky Macfarlane, etc.)
② Specially ordered dresses created in collaboration with imported dress designers
③ Original dresses from Hatsuko Endo
Among original dresses from Hatsuko Endo, the original dress brand "A by Hatsuko Endo," created by producer Masaki Endo, is gaining much attention from brides＊
About A by Hatsuko Endo＊
A by Hatsuko Endo is Hatsuko Endo's original brand.
It is a brand developed by Akiko Endo, the granddaughter of the fourth generation Hatsuko Endo.
(By the way, the fourth generation Hatsuko Endo passed away in 2009.)
(Akiko Endo is the petite woman next to the model in a wedding dress.)
The dresses from A by Hatsuko Endo are a culmination of Akiko Endo's knowledge and experience as a buyer, focusing on carefully selected materials.
The brand features many classic dress designs that are simple yet elegantly beautiful, utilizing plenty of tulle and mikado silk.
Where can you wear Hatsuko Endo?
Hatsuko Endo has an independent store in Ginza and partners with top hotels like the Westin Hotel and the Imperial Hotel＊
You can wear imported dresses and original dresses selected by Hatsuko Endo, as well as dresses from A by Hatsuko Endo.
There are also shops that offer tuxedos and beauty salons.
➡ Here is the list of Hatsuko Endo shops 【Official HP】
Additionally, even at shops other than Hatsuko Endo, dresses from A by Hatsuko Endo are available for rental at dress shops nationwide.
➡ Here is the list of A by Hatsuko Endo shops 【Official HP】
