Just How Much Demand Is There for Kimono in Paris? Yamato's Next Stage in France

How much demand is there for kimonos in Paris right now? The one with its finger on the pulse is Yamato Co., Ltd., a Tokyo-based kimono specialist.

In April of last year, the company opened its first directly managed store in Paris, housing both its women's brand, KIMONO ARCH, and its men's brand, Y. & SONS, under one roof. One year on, we spoke with the store to find out where kimonos stand in the Parisian scene.

Offering the Same Services in Paris as in Japan

The Marais district in Paris. This is one of the city's most fashion-forward areas, packed with boutiques from brands large and small. One year ago, Yamato opened its first overseas store on a corner in this very district.

Kimonos have long held a certain presence in Paris. Vintage shops dot the city, and it's not uncommon to see French locals styling a kimono or Japanese accessories as an accent to their Western outfits. Designers like Yves Saint Laurent have drawn inspiration from kimonos, and Kenzo, Issey Miyake, and Yohji Yamamoto have all incorporated kimono elements into their collections.

Nevertheless, for many Parisians, the world of kimono remained largely unknown. This is the barrier Yamato's boutique is aiming to break down.

"Our best-selling item is the haori jacket. We suggest wearing it as a cardigan or a light coat. We find that customers who are familiar with antique kimonos but are looking for something new are the ones who pick them up. They are people interested in Japan, including its 'dyeing' and 'weaving' traditions."

This is according to Gen Hiramatsu, the manager of the Paris store. Hiramatsu has been in charge of the Paris operations since the launch of Yamato's French subsidiary.

The store's opening in Paris is significant for two reasons. First, it offers a way to wear kimonos—which can seem complicated to handle—casually in everyday life.

Second, it's a place where you can get a brand-new kimono tailored, something that was hard to find in Paris until now. From custom tailoring to cleaning, the boutique offers the same services in Paris that a kimono shop would in Japan.

A single haori jacket costs between 500 and 1,000 euros, while a complete set is priced around 3,000 euros.

"In Paris, we're still an unknown brand. And most of the kimonos available here are antiques that you can buy for around 100 euros. Considering that, I was a bit worried before we opened about what the demand would be. But once we opened our doors, the response was incredibly positive. I really feel like we've been welcomed," he says.

Over half of the customers are French. The remainder are international visitors in Paris for business, like Fashion Week, or for tourism.

Getting Chosen Precisely Because It's Not a Necessity

Why did Yamato, a company in the highly domestic kimono industry, decide to expand overseas? The reason, they say, lies in the changing demographic of their customers at KIMONO ARCH and Y. & SONS in Japan, a shift that began just before the pandemic.

"We saw a huge increase in the number of international customers visiting our stores in Japan. Paris is the capital of fashion and a place that launches trends for the rest of the world. We felt we had to take on the challenge of succeeding there," Hiramatsu explains.

Paris was also, ultimately, a global meeting point.

"For example, there's a men's fashion trade show in Florence, Italy, called Pitti Uomo, that I used to attend frequently. The interesting thing is that everyone always ends up saying, 'See you in Paris.' They’ll have their shows in Florence and then move on to Paris for the buying season. That’s where you hear conversations like, 'Do you have a base in Paris?' Being based in Paris is a gateway to connecting with people from all over the world."

Consequently, Yamato established its French subsidiary in October 2023. After a year of testing the waters with a pop-up store in the same Marais district, the current store was opened in April 2025.

"Our ultimate goal is for the world to instantly associate KIMONO with 'Yamato.' That's the real purpose behind KIMONO ARCH and Y. & SONS. To have people in countries all over the world wearing our brand—that's the future we are aiming for."

Will the day come when kimonos are widely embraced overseas? To this question, Hiramatsu prefaces his answer by saying, "Fundamentally, kimonos are not a necessity." He then passionately adds, "And that’s precisely why we must empower our customers to choose whether to wear one or not."

"Naturally, as a business, we need to earn our customers' support. What people look for in a kimono is an image of the spirituality cultivated in Japan, a meticulous attention to detail, and the superior quality of the fabric. It all comes down to how we can connect with people seeking those qualities. In my experience, there are definitely people who want this. The potential for growth is immense."

On the other hand, some customers are said to feel apprehensive, wondering, "Is it okay for me, a non-Japanese person, to wear a kimono, Japan's national costume?" To this, Hiramatsu gives an affirmative, "We would be delighted for you to wear one."

"Regardless of nationality, I want us to build our culture through mutual respect. There are people from all walks of life—diverse in race, individuality, and skin color. I believe that seeing people wear kimonos here in Paris leads to a mutual recognition of that diversity."

After the interview, while we were photographing the store's exterior, a pair of customers, who appeared to be French, arrived by taxi, were drawn into the shop, and began browsing with keen interest.

As the kimono becomes a more available option for Parisian consumers, their understanding and appreciation for it will deepen. Their eye for what makes a quality kimono will surely become more refined. The presence of the kimono in Paris is, without a doubt, coming into sharper focus.