In a quiet atelier nestled in the heart of Tokyo, a new vision for bridalwear was born. The brand, named [soi.], takes its name from the French word soi, meaning “myself”—a fitting reflection of its mission to help brides express their most authentic selves. In a market crowded with conventional wedding dresses, [soi.] stands out by championing individuality and emotional connection through every stitch and silhouette.
A Founder’s Journey: From Corporate Sales to Couture
At the helm of [soi.] is brand director and CEO Ayana, whose unconventional path has become one of the brand’s greatest strengths. With over a decade of experience in pharmaceutical sales, Ayana made a bold pivot into bridal fashion, inspired by her years as a bridal model. Having worn more than 100 wedding dresses, she developed a deep understanding of market trends and design preferences unique to Japanese brides. Her distinct perspective—free from traditional industry constraints—allowed her to launch [soi.] with a fresh approach and a heartfelt mission:
“To make the dress that I want to wear.”
Features of [soi.] Dresses
Made in Japan with Pride
Every [soi.] dress is crafted in Japan using high-quality, locally sourced fabrics. Each gown is the product of meticulous craftsmanship, embodying simplicity, femininity, and understated elegance. It’s this dedication to quality and detail that elevates each design into a timeless piece.
Diversity in Design, Freedom in Expression
[soi.] is reshaping bridal fashion with versatile designs that blend casual chic and modern sophistication. Unbound by the expectations of traditional bridalwear, these dresses offer a new kind of wedding style—one that encourages brides to mix and match accessories, veils, and personal items to create a look that is entirely their own. The simplicity of each design allows the wearer’s personality and styling choices to shine.
In Harmony with Nature
Perfect for outdoor celebrations such as garden weddings, [soi.]’s designs are deeply inspired by the natural world. These dresses are not only beautiful in natural settings—they seem to become part of them, offering brides a graceful, ethereal presence that enhances the beauty of their surroundings.
With these qualities, [soi.] continues to redefine what a wedding dress can be—inviting women to step into a new era of bridal expression that is personal, elegant, and emotionally resonant.
A New Chapter: Moment by soi.
In May 2025, [soi.] unveiled its newest venture: [Moment by soi.], a lifestyle and community brand designed to extend the emotional resonance of a wedding day into everyday life.
The Heart of “Moment by soi.”
While [soi.] gowns are made for one extraordinary day, [Moment by soi.] is about celebrating the magic found in daily life. Rooted in the same passion for individuality, this new brand encourages women to embrace their unique identities and savor life’s meaningful moments—both big and small. It’s a continuation of the bridal journey, carried into everyday living.
Cherishing Life’s Irreplaceable Moments
[Moment by soi.] is built around a core belief: that joy, beauty, and authenticity can be found in even the simplest experiences. In today’s fast-paced world, the brand offers a chance to pause, reflect, and reconnect—with ourselves and each other. Through thoughtful products and experiences, it aims to inspire transformation, creativity, and self-respect.
Our Mission: Playful Minds, Empowered Life.
[Moment by soi.] seeks to empower women to live colorfully and boldly, with confidence and curiosity. Under the brand message “Playful Minds, Empowered Life,” it promotes courage, change, and the pursuit of one’s fullest potential. Whether through fashion, community events, or curated lifestyle items, the brand helps turn everyday decisions into empowering expressions of self.
Discover [soi.] and [Moment by soi.]
To explore the world of [soi.] and stay updated on the latest collections and community offerings, follow the brand online:
🔗 Instagram: @soi.tokyo
🌐 Website: https://soi-tokyo.jp
From wedding day dreams to everyday magic, [soi.] is not just about dresses—it’s about empowering women to live beautifully, honestly, and boldly.
