Exhibition
Product
Product
Kenia Zaha
— keniamarilia Debuts in the U.S. Fashion Market, Attracts Interest from Buyers at NY NOW —
CHUO-KU, OSAKA, JAPAN, August 11, 2026 /EINPresswire.com/ — Event Summary
Fashion label keniamarilia (run by Ajuda Co., Ltd., based in Shibuya, Tokyo; CEO: Kenia Zaha) took part in “NY NOW Summer 2026,” a premier global gift and lifestyle trade exhibition, from August 2 to 4, 2026, at the Javits Center in New York City. The brand engaged in commercial discussions with local buyers regarding its handbags “Kenigama (Small)” and “Mini Keni,” each one individually made from Kyoto Nishijin-ori obi fabric — totaling 15 meetings.
Event
NY NOW Summer 2026
Dates
August 2 (Sunday) – 4 (Tuesday), 2026
Location
Jacob K. Javits Convention Center, New York, U.S.A.
Brand Philosophy
Kimono are closely linked to “special occasions” like coming-of-age ceremonies and weddings, and even within Japan, chances to wear them have steadily declined over the years.
Per “Toward the Promotion of Japanese Traditional Clothing (Wasō),” released by Japan’s Ministry of Economy, Trade and Industry in March 2025, the kimono retail market has fallen from a peak of roughly ¥1.8 trillion to ¥224 billion in 2023. The report points to the deep-seated belief that “kimono are something special” as a key reason for this downturn.
keniamarilia turns beautiful obi fabrics, once reserved for special events, into bags, aiming to reintroduce the beauty of kimono—now limited to rare, formal occasions—into everyday routines. The label is dedicated to creating moments where traditional Japanese beauty can be encountered in daily life, while preserving and evolving kimono culture in fresh ways.
CEO Kenia Zaha, who creates costumes for the edutainment group HEAVENESE, saw firsthand how warmly Japanese culture is embraced abroad while joining the troupe on a global tour. That experience drove her conviction that new demand must be generated to carry Japanese culture forward, and it became the inspiration for founding the brand. By exhibiting at NY NOW, which draws buyers from across the globe, keniamarilia seeks to evaluate how kimono culture is perceived in the U.S. market and to foster new demand in the process.
Product Information
“Kenigama (Small)” and “Mini Keni” are bags made from obi fabric custom-ordered from Maizuru, a Nishijin-ori weaving studio in Kyoto. Each bag fully utilizes the obi’s original, vivid design and features a lavish construction using the fabric on both sides. By changing how the handle or chain strap is threaded, the bags can be styled in multiple ways—over the shoulder, as a handbag, or crossbody—to match any ensemble.
Show Outcomes and Buyer Reactions
At NY NOW, keniamarilia conducted 15 business meetings with buyers and select-shop representatives from the gift and lifestyle, as well as jewelry and accessories, sectors. Buyer feedback included the following remarks.
[Buyer Feedback]
“Kimono and obi fabrics are materials I’ve wanted to bring to the U.S. for a long time. keniamarilia has directly turned the appeal of this fabric into bags you can use every day. I would love to stock this line.”
“I manufacture products in a similar category myself, so I understand how much effort goes into making these. The bags are very attractive, and I’d love to collaborate in some capacity.”
Plans for the U.S. Market
Following the event, keniamarilia will keep negotiating with U.S. select shops, lifestyle-related wholesalers, and department store buyers regarding pricing, delivery timelines, and a product range suited to the American market. The company is currently looking for sales agents and retail partners across the United States.
About Kenia Zaha
Born in São Paulo, Brazil, in 1986, Kenia Zaha relocated to Japan with her family at age four. After finishing design school, she handled production management, planning, and sales at an apparel OEM company, while also designing costumes for the edutainment troupe HEAVENESE starting in 2015. In 2017, while accompanying HEAVENESE as costume staff on a tour to Ethiopia supported by Japan’s Ministry of Foreign Affairs, she witnessed directly how highly Japanese culture is esteemed overseas. After returning to Japan, she launched keniamarilia in October 2019, a brand focused on integrating kimono culture into daily life. She incorporated the company as Ajuda Co., Ltd. in 2020. In 2022, she was nominated for the Rookie of the Year Award and the Shiseido Encouragement Award at the Mainichi Fashion Grand Prix.
“Even though I am a Brazilian national, I have been welcomed into the kimono culture that Japan has cultivated over its long history. That is exactly why I believe that passing this beautiful culture on to the next generation is the best way I can give back. Through keniamarilia, I plan to create new demand not only in Japan but also in overseas markets, beginning with the United States, and to expand into new markets.”
Company Profile
Company Name: Ajuda Co., Ltd.
Brand Name: keniamarilia
Representative: Kenia Zaha
Address: Baum Sendagaya 201, 4-9-5 Sendagaya, Shibuya-ku, Tokyo ※ Please confirm and enter the current address before publishing
Founded: 2020
Business: Planning, manufacturing, and sale of an apparel brand that transforms kimono and obi fabrics into everyday items
Official Website: https://keniamarilia.jp/
Instagram: @keniamarilia4
Media Contact
keniamarilia Public Relations (c/o STANDAGE Co., Ltd.)
Email: okubo-s@standage.co.jp
Mona Ohra
Yagisei Co., Ltd.
+81 3-5472-0848
generalgoods@standage.co.jp
