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Interview
Fashion and Beauty Monitor’s
International Editor Laura Hinttula
caught up with every street style
photographer’s dream, Fashion Writer
and Consultant Yu Masui, ahead of this
month’s London Fashion Week. They
discussed creative London talent, street
style and that time Yu fell into the water-
filled runway at Hunter Original.
You are a Fashion Writer, Consultant and Blogger. Tell us about your background.
What are you working on at the moment?
My fashion career started as shop staff then later on a buyer at the legendary concept store
The Pineal Eye in London. After leaving The Pineal Eye I was involved with several projects as
a freelance buyer in Japan and the UK. Then I decided to move on to a writing career. I studied
at London College of Fashion to follow my childhood dream of becoming a fashion journalist.
Now I am working with leading Japanese publications and websites such as Spur, Soen,
Senken Shimbun newspaper and Fashionsnap.com. To be honest I haven't been able to
update my blog as I have been pretty busy with my writing job but will start it again soon. I also
post daily on Instagram to over 45,800 followers!
You’re a permanent fixture of London Fashion Week and every street style
photographer’s dream. How does an outfit come together?
I often get asked who my style icon is but there is no such thing. I just put garments together
from how it comes up in my head. I’m sometimes inspired by a film, TV, manga or historical
elements so I may look like I’m wearing a costume. But - here is the big difference between Yu
Masui and others wearing extraordinary outfits at fashion weeks - all of my garments are
designers' creations, not handmade or from costume shops. I am wearing fashion not
costume! Also, another important thing about what I wear is that I love wearing emerging
talents’ designs to support them. I think this ‘street style’ movement is amazing because just
wearing garments can be a big support for designers.
Describe your style?
Hard to say... It is just Yu Masui... But wearing designers' collections the funniest way! To be
honest it is so easy to wear clothes in a ‘cool’ way. I’d rather dress ridiculously as it’s more fun,
even some people might laugh at me!
What spring/summer 2015 looks are you most looking forward to wearing?
The 90s trend is always exciting as 90s was my teenage time and I had so much fun then! I
also find the ‘90s retro revival’ more interesting than just the ‘retro’ trend, like Topman's Brit
pop theme. Designer wise I have a few new designers I'd love to wear.
Who’s your style icon?
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2. As I said no one! I am who I am.
Describe London as a fashion capital in 3 words?
New, original, creative.
What would you say are the biggest differences between the main 4 fashion
capitals?
Emerging talents... London is definitely the city where new trends and new talents are born.
There is no city like this in the world. I think it is because of the high quality fashion education
and new designer support which bring more creative youngsters who create new street trends
to London. And these street trends are very important in even luxe fashion business at the
moment.
Who are your favourite London Fashion Week designers and why?
Hard to say as there are so many! I love and respect many of them. Obviously J.W. Anderson.
Not only do I love what he creates but also because I’ve known him from the very beginning of
his designer career. So I want to see how he goes on! And Christopher Kane. His business is
at a very interesting point as a proper bag line was launched and more shoes are introduced
both in men’s and women's. Also the first flagship store is opening in March. I’d also mention
SIBLING for pushing the boundaries of knitwear and elevating to next level! Also, Fashion East
is one of my all-time favourites as it always introduces and supports new talents, therefore I
think it is one of the most important shows at LFW.
Which emerging London designers would you mention and what makes you pick
these?
Oh no! There are so many.. Nasir Mazhar - he brought totally new style of street fashion to
luxe market. Thomas Tait - winning the LVMH Prize gives his idea more opportunity to be real
garments. Marques'Almeida - they are getting better and better every season. And Ashley
Williams – I love her sense but also the celeb support she gets is very interesting.
What has been your most memorable London Fashion Week experience?
I fell into the water-filled runway in front of everyone at the very first catwalk show of Hunter
Original. It was dark and I didn't realise there was water. I tried to avoid TV crew interviewing a
celeb and stepped actually into the runway. I was wearing brand new Louboutins that day! Lol
well I have more embarrassing fashion week moments...
What do you make of the increasing celebrity presence on front rows?
I think celebrity appearance is great support to designers and industry. However fashion shows
are industry events so press and buyers should get certain respect at the same time as
celebs. Especially as buyers are the ones paying money!
What are your must-see places when you’re in London?
Umm.. Defo Selfridges as my friend Tiffany Hsu plays an amazing buyer role there. Actually her
fashion is a must-see during LFW!
You divide your time between Japan and London. How do Tokyo and London differ
as fashion capitals?
Both cities have similarity as creativity. It is not only designers but how we style outfits. The
difference is Japanese play it safe these days after economic downturn. Everyone dressed
more creatively and adventurously back in 90s and early 2000. Designer wise menswear is
strong in Japan as more names are becoming international like White Mountaineering who
collaborated with Barbour and presented their collection in Paris for the first time. However I
think Japanese womenswear designers are going through a bit of a tough time because they
work on concept and fabrication a lot but international market is not up for heavy clothes at the
moment. Also there is a lack of accessory designers. Streetwear is performing well though.
Another difference is that the end of the day Japan is an island in far east. They have own
trends and don't follow international trends as much as London.
What city inspires you the most and why?
Hard to say.. every city I visited last year inspired me a lot.. London, Paris, Florence,
Copenhagen, Istanbul, Taipei, Kuala Lumpur and Bangkok. Each city has exciting new talents
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