BoF shines a light on the Japanese stylists keeping Tokyo at the forefront of fashion

Photography by Koji Sato and styling by Masataka Hattori from Ollie magazine "Tokyo new standard" issue

Business of fashion takes an in depth look at the stylists in Japan keeping Tokyo at the forefront of fashion year after year. Although Japanese style is famous all around the world, the stylists are more than often overlooked and rarely face the same spotlight as their fellow international colleges. Speaking with heavy weights within the industry as well as up and coming stylists, the article gives us a glimpse of how they work.

“Among Japanese stylists, Noguchi is one of the most famous. He does both men’s and ladies’ styling, and takes care of a large number of Japanese celebrities. [In fact], there are many Japanese celebrities who agree to photoshoots upon the understanding that Noguchi will be doing the styling,”

Jey Perie, the creative director of Kinfolk, as well as brand development manager for Japanese menswear label Bedwin & The Heartbreakers, spent five years working with Japanese stylists in the mid-2000s.

Perie mentions Tsuyoshi Noguchi as a powerful creative force: "I remember he played a big part of the [cult streetwear label] Wacko Maria collaboration with [womenswear retailer] Baroque. He made the deal, styled it, and brought his creative direction [to the project]. It was interesting to see how a stylist could be involved in the whole business and the creativity also."

Read the full piece over at Business of Fashion