• MOMO by Sara Shimasue, branding idea
  • MOMO by Sara Shimasue, Concept introduction
  • MOMO by Sara Shimasue, T-shirt & Trousers
  • MOMO by Sara Shimasue, Dress
  • MOMO by Sara Shimasue, Dress
  • MOMO by Sara Shimasue, T-shirt & Trousers
  • MOMO by Sara Shimasue, Jacket
  • MOMO by Sara Shimasue, Jacket

Sara Shimasué was born and bred in Stockholm, Sweden, by a Japanese father and a Swedish mother. She is based in London, UK, where she has lived and worked for fifteen years.


She graduated from London College of Fashion with First Class Honours (1st) in 2008 for her final year project. The collection called MOMO was inspired by the book of the same name (written by Michael Ende), in which the story's heroine becomes the saviour of time.

Ignited by the idea that time is the greatest luxury we have, the concept developed into a piece of work with the intention to sustain the value of time in contemporary fashion design and modern consumer culture.
Here 'Sustainable Fashion' means fashion with a longer lifespan, designed and produced in a way that aims to be less harmful to people and environment.
It can be interpreted as a 'Slow Fashion' philosophy, because it focuses on creativity and quality of style rather than short-lived trends.

The MOMO collection was produced using end-of-roll fabrics (production waste fabrics), that would otherwise have been wasted and sent to landfill.


Contact: