Couture dress brand Red Carpet Dress MAMI OKANO has launched two new services this July 2026: Second Line Dress and Dress Rental. To mark the launch, the brand has opened a dedicated e-commerce site and landing page, where online browsing and applications are now open.
Until now, the brand's couture gowns were offered only as fully bespoke, one-of-a-kind pieces. With these new services, the brand is making its dresses more accessible, giving more women the chance to wear gowns that have graced the world's grandest stages, ahead of this autumn's wedding and party season.
How the New Services Came to Be: From "I'd Love to Wear One Someday"
Paris, Monaco, Cannes, Dubai, London — each time the brand has presented a collection on these world stages, customers and show attendees have increasingly shared one wish: "I'd love to wear a MAMI OKANO dress someday."
Until now, Red Carpet Dress MAMI OKANO has been a fully bespoke brand, listening to each client's life story to create a single, one-of-a-kind original dress. But that approach came with a high barrier of both price and production time, leaving the brand unable to fully answer everyone who wanted to wear one of its dresses.
At the same time, the brand noticed that many of the designs it has created over the years flatter women of any age, height, or body type — designs it wanted to share with more women, so they could once again feel the excitement and longing they dreamed of as young girls.
These voices, combined with the designer's own realization, led to the launch of two new services: Second Line Dress and Dress Rental.
Comment from Designer Mami Okano
"I'd love to wear a MAMI OKANO dress someday."
Hearing this from audiences at collections around the world, I began to want more people to feel this world up close. Dress Rental was born from a wish not just to keep the dresses I've presented on the world's stages, but to let them shine again — on someone's special day, or at a moment of personal challenge.
I hope more women can experience the sights and emotions that only come from wearing a dress — whether at the Monaco royal family's "Bal de la Rose" or the Cannes Film Festival.
SERVICE 01: What Is the Second Line Dress
"The thrill you dreamed of as a girl, once again." This new line carries forward the world of MAMI OKANO while making it more accessible to a wider range of women.
Style A
A design featuring a full, voluminous skirt with ruffle details. The moment you slip it on, it brings back the excitement of the dresses you longed for as a girl, reimagined for adult women.
Style B
A daringly open back and halter neckline beautifully accentuate the body's lines. The skirt lifts gently with every step, creating a piece for adult women where elegance meets sensuality.
Second Line Dress Overview
- Two designs released per year, limited to 5 pieces per design
- Colors and materials decided through individual consultation
- Made to each customer's size (production time: approximately 3 months)
SERVICE 02: What Is Dress Rental
"The world's stage, brought to your life." This service lets customers rent dresses that MAMI OKANO has presented in Paris, Monaco, Cannes, Dubai, London, and beyond. The newly launched Second Line Dresses are also available for rental.
Typical Occasions
- The Monaco royal family's "Bal de la Rose"
- The Cannes Film Festival
- Gala parties and receptions
- World Stage Photo Sessions (Paris / Monaco / Milan / southern France / locations across Japan)
The service offers the experience of wearing a dress that has actually appeared on the world's stages, in a setting worthy of the occasion.
Tokyo Launch: A "Wear It" Moment at Dress Salon Tokyo
On June 21, 2026, the new services launched in Tokyo at The Prince Park Tower Tokyo. Around 100 guests attended the event, which announced the start of the Second Line Dress and Dress Rental services and featured models wearing the new designs.
The following day, June 22, the hotel hosted "Dress Salon Tokyo," giving attendees the chance to see, touch, and try on the Second Line and rental dresses in person.
Guest Comments
- "The thought behind the design and the power the dress carries went beyond what I imagined. I felt it had the power to make a woman's life shine and move forward — that feeling still stays with me." — Guest G, Dress Salon Tokyo
- "I felt so happy to be able to wear a MAMI OKANO dress. It became a special time where I could forget my daily routine and feel refreshed." — Guest M, Dress Salon Tokyo
- "I felt like I experienced a world I had long admired, and took a new step forward. Encountering this beautiful world let me discover a genuinely happy version of myself." — Guest S, Dress Salon Tokyo
- "I got to try colors and designs I once thought wouldn't suit me, and discovered a new side of myself." — Guest A, Dress Salon Tokyo
Details and Online Application
Full details and applications for the service are available on the page below.
https://mami-beautylife.com/?lp=second-line-dress
About the Brand and Designer
Red Carpet Dress MAMI OKANO is a couture dress brand founded in 2022 by Monaco-based dress designer Mami Okano.
The brand's concept is "Dresses that elevate and illuminate the life of the person who wears them."
In the four years since its launch, the brand has made it its mission to let Japanese women shine on the world stage, producing world debuts for more than 30 women.
In 2025, it received the "Bridge Between Monaco and Japan Award" at Monte-Carlo Fashion Week.
Guided by the philosophy of "living beautifully," the brand continues its work of drawing out women's potential through dresses and encouraging new steps forward.
Red Carpet Dress MAMI OKANO by the Numbers
| Japanese women whose world debut the brand has produced | 30+ |
| Consecutive years attending the Monaco royal family's "Bal de la Rose" | 7 |
| Cannes Film Festival appearances | 4 |
| Paris Fashion Week appearances | 4 |
| Monte-Carlo Fashion Week appearances | 3 (received the "Bridge Between Monaco and Japan Award" in 2025) |
| Royal Ascot appearances | 2 |
| Domestic collection parties in Japan | 5 events, 500 attendees total |
| Second Line Dress production | 2 designs x 5 pieces each = only 10 dresses per year |
*Figures reflect four years of activity since the brand's founding in 2022.
