Japanese women choose small hats.
Louis Mariette is a world renowned bespoke hat designer, with famous followers such as Jerry Hall, Sophie Dahl and Jodie Kidd. His work is that of a sculptor and creator, and he has a winning, charismatic personality that has also turned him into a TV personality.
I took the opportunity of an evening at his atelier organized by the Luxury Marketing Council (a highly select, outstanding organisation: firstname.lastname@example.org) to ask him about cross-cultural differences.
He explained to me that his Japanese clients are completely different from the rest of the world. While most women are immediately attracted to his tentacular sculptural hats, to avoid standing out Japanese women prefer the very smallest ones. Yet on the other hand, they often request the quirkiest designs of all.
So while his design is universally appreciated, it is purchased and used in very different ways – much like perfume which is often bought by Japanese women not to wear, but only to display.