OUR MISSION
Our approach to beauty encompasses a deep understanding of the intrinsic connection between beauty and our mind, body, and sensibilities.
tefutefu’s aesthetic pursuit is found in Japanese tradition, craftsmanship, and ways of living.
We aim to inherit and recontextualize ancient Japanese traditions and practices that have been passed down for centuries and propose new wellbeing rituals and products that fit modern lifestyles with contemporary design.
Our name “tefutefu” means “butterfly” in old Japanese. We aim to transcend time and borders with lightness and grace like our namesake.
OUR MISSION
Our approach to beauty encompasses a deep understanding of the intrinsic connection between beauty and our mind, body, and sensibilities.
tefutefu’s aesthetic pursuit is found in Japanese tradition, craftsmanship, and ways of living.
We aim to inherit and recontextualize ancient Japanese traditions and practices that have been passed down for centuries and propose new wellbeing rituals and products that fit modern lifestyles with contemporary design.
Our name “tefutefu” means “butterfly” in old Japanese. We aim to transcend time and borders with lightness and grace like our namesake.
Message from
our creative director
Welcome to tefutefu, my labor of love.
As a model, I’ve often had to think about “beauty”. I had the epiphany that beauty isn’t just superficial; there’s a more substantial sense of it in the essence of things that deeply interweaves into our lives. Through my job, I’ve had the privilege to discover this kind of beauty in the handicrafts I’ve experienced firsthand on my travels around the world.
tefutefu was born of my desire to share with the world Japan’s own richness and abundance in meticulous craftsmanship, natural materials, and the unique wisdom and knowhow that has been passed down for generations, through a contemporary lens. As my life’s work, I hope to push Japanese artisanship further into the spotlight to create a butterfly effect in the world.
Hikari Mori
PROFILE
Hikari Mori
Born in 1992 in Tokyo, Japan. Hikari is active as a model in Japan and abroad.
She is an ambassador for Plan International Japan, a non-profit organisation dedicated to supporting girls in developing countries. She is one of the founders of tefutefu as well as the creative director. In this position, Hikari promotes Japanese style wellness practices that pays respect to its traditional roots while modernizing them to appeal to a global audience. In 2022, she won the BVLGARI Avrora Award and the FIGARO JAPON “Business With Attitude” Award respectively.
