Concept
   
  Innocent World's designer, Yumi Fujihara,

has created a new brand of clothing

inspired by classical European designs

that embodies the ideals of elegance

and cuteness but is suitable for

young women of the modern era. The brand name Innocent World

brings to mind a simple world

without dirt or blemish. We made

this name to reflect the pure

and innocent hearts of young women

everywhere, at any age.