Design is Creation and Destruction. I Realized I couldn’t Do It.

Previously, the term ‘stylist’ referred only to fashion stylists who provided clothing to celebrities, models, and other famous individuals affiliated with talent agencies. While one could learn the basics of kimonos from a kimono professional, there was no one to teach the essentials of Western clothing, from the basics to attire suitable for different situations. Originally a designer, I soon realized I could never be like Rei Kawakubo or achieve the status of Yohji Yamamoto, whom I admired when I entered the fashion industry. I was just an ordinary person. Although I have received awards in contests, they were all merely imitations of someone else’s work. I have the ability to draw, so I can create beautiful design sketches, but these ended up being nothing more than a mix of Jean-Paul Gaultier and Rei Kawakubo. I recognized my lack of talent because I couldn’t come up with any truly new designs.

In reality, I prepared to give up when I had my child. Childbirth is the ultimate reality, a world where beauty and sensitivity have no place. That experience made me realize that rather than creating divine art, I wanted to pursue reality. Designers are artists, but personal stylists don’t need creativity. I decided to become a professional who could guide the general public in selecting clothing lineups and coordinating outfits, working in a reality very close to everyday life. This resolve was influenced by my experiences living in Italy in my twenties. If I hadn’t gone to Italy, I probably would have tried to climb the corporate ladder to a managerial position. In Italy, I learned that fashion is a field where one can compete without relying on job titles or connections. If I had only known Japan, I wouldn’t have been able to do what I’m doing now.

Transformed by the Pure Enjoyment of Life in Italy

During my time in Italy, which coincided with the potential collapse of Japan’s bubble economy, I was a 25-year-old decked out in Armani, struck by how purely and richly people enjoyed life there. Back then, it was not a safe place to live, and I often had my wallet stolen. Going to the police never helped much as they would casually say, ‘Let’s have a drink, I’ll treat you some wine today,’ without conducting a proper investigation (laughs).

Once, my Japanese friend’s suitcase got stolen at a station in Milan. As I was comforting him in a trattoria in Florence, people at other tables sent over meat and wine, saying, ‘Heard you got robbed? That’s too bad. We apologize on their behalf, so please don’t hate Italy.’ In Italy, even in sadness, there’s a shared belief that everything will be alright, and no matter what, it’s all about love, eating, and singing! Even the unemployed don’t seem miserable but are somehow satisfied with being able to walk around as much as they want and do whatever they like. Before you know it, you’re surrounded by family pride, delicious food, and singing. If a Japanese person lost their job, they’d worry about ‘what to do tomorrow.’ The scale of thinking is just different. Living in Italy significantly changed my values about life. I learned not to be confined by how things should be, but to enjoy the path I choose and keep moving forward without being swayed by others.

At that time in Japan, there was always a shortage of fashion designers, so someone returning from Italy like me was in high demand. Even without creative ability, I had a track record as a commercial designer whose designs sold well and were widely supported, so I could easily find work as an apparel designer. However, having been influenced by the Italian perspective on life and having encountered professionals who could instruct in styling, I decided to pioneer this path in Japan.

More Than Just a Transformation: Proposing Attire That Shines on the Stage of Real Life

A personal stylist is a professional in individual styling services, serving as both a counselor and therapist who truly empathizes with clients. My personal styling techniques are based on styling methods I’ve developed over 25 years and image consulting technology from the Fashion Institute of Technology in New York. The essence of this job is not to impose fashion, nor to make vague suggestions, but to discover the client’s inherent sparkle.

Clients wishing to use a personal stylist range widely, from 17 to 80 years old, including CEOs, lawyers, office workers, and stay-at-home moms. Given the diversity of clients and their varying reasons for seeking help, it takes more than imagination to tailor fashion responses to individual desires. The personal styling I offer is not just a before-and-after process; it enables the continuation of style for tomorrow, the day after, a month later, and even a year later. This is because the styling assesses the client’s lifestyle and values, bringing out their inner charm. Therefore, if the client is a mother with children, I make efforts to understand her lifestyle by visiting the nursery school and exploring the surrounding area. Unlike the creativity needed by designers, the “imagination” necessary here involves conjuring up detailed scenes from the client’s life.

In the future, I plan to start producing real items that enhance each individual’s figure, utilizing my commercial designer skills, as the demand for such offerings is endless. I am now realizing that life is indeed about connecting the dots into a “line.”

Cheers to the Men Who Have Become Physically and Mentally Weaker.

When I was an adolescent, it was normal to dream of being swept off your feet by a tall, sturdy man. Although being slender and delicate might be considered fashionable today, it seems that many men are now fragile inside as well. This could be seen as a kind of complacency in peace times. Perhaps it’s because there is no need to fight or protect due to the absence of war. Of course, war is something that should never happen. Even without war, one can fight personal battles, sweat, and save many people through physical and mental strength. I particularly feel that men in their 30s today tend to have a mindset that is a bit more aligned with women’s. Without the drive to win or fear of losing, their bodies grow weaker.

In the past, if you couldn’t win with intellect, you were taught to train your body and win through physical confrontations. Nowadays, battles are fought only in video games. It’s futile to merely dress up a man who lacks substance. It’s often said that women have become stronger and more vigorous, but if men stood firm, women wouldn’t need to be overly strong. Women should have more faith in the resilience of men. Because men are perceived as weaker, women’s maternal instincts intensify, but I hope that women can nurture men with a gentle strength.

Clothes Push Us Forward during Crucial Moments.

Attire is a gift, a gesture of consideration for those we meet today, and it represents the ‘Power of Fashion.’ Wearing clothes that are suitable and empowering makes you stand taller and appear more confident. It’s a manifestation of your true self being brought forth. Clothes are the ultimate tool for expressing thoughts like ‘I am good enough!’ or ‘I can do this!’ I always believe in the power of clothing and coordinate under the philosophy of the ‘Power of Fashion.’ In moments where perseverance can lead to advancement, the typical Japanese sentiment might be ‘there’s no need to push so hard.’ While dressing within one’s means is basic, especially for businessmen, there are times when you need to say ‘now!’ In such moments, I advocate stretching a bit towards your ideal, driven by the belief in experiencing the ‘Power of Fashion.’ Feeling the power of your attire is necessary to aim for excellence.

I want men to take on leadership roles, to strive in society and have the determination to protect their families. Honestly, I hope women not only find fulfillment in their careers and personal lives but also, if possible, have children and pass life on to the next generation that will support our future world. Of course, I understand there are various reasons why some may not want or be able to do this, and I don’t want this to be misunderstood. In today’s world, where natural robustness and kindness are often lacking, both men and women need a reinforcement of ‘lifestyle and deep-rooted strength’ that fashion alone cannot provide.

Addition from May 2015

An addition to “My Philosophy”, the real-life daily experiences of a professional personal stylist will now be featured in a documentary program broadcast by NHK.

NHK ‘Help! The Experts’ (Tasukete Kiwame Bito) ※ I will appear in a two-week special on consecutive Saturdays, May 9 and May 16.

Personal styling is not just about making before-and-after transformations; it’s about sustaining a style that can continue tomorrow, the day after, a month later, and even a year later. This makes an individual’s life more enriched and continually shining.

Fifteen years since I founded this profession, I met a housewife from Yamagata Prefecture who shared her wish to be called beautiful at least once in her life. It’s amazing to see the kind of miracles the power of clothing can bring as she overcomes her past and walks toward a brighter future. I believe that you will be able to feel the essence of personal styling and my philosophy.

※ ‘Help! The Experts’ is a documentary variety program that dispatches experts who have mastered specific fields to provide perspectives and ideas for transforming thinking in response to the myriad of concerns in the world.

Edited by Naomi Kusuda and photographed by Daiki Ayuzawa at Fashion Rescue Co., Ltd., March 2013.”