History of
Shiseido and Fashion

1924

Launches Shiseido Geppo” cultural information magazine for customers, offering information on fashion and cultural trends abroad (through 1931).

1933

Issues Shiseido Graph”, the successor to the earlier “Shiseido Geppo” (through 1937).

1937

Issues a corporate culture magazine
Hanatsubaki”, replacing “Shiseido Graph” to keep in step with the launch of “Hanatsubaki-kai” (“Camellia Club”) Shiseido product user group.

1959

Reports on the latest collections in “Hanatsubaki”.

1969

Releases perfume produced by a fashion designer, Hanae Mori, “HANAE MORI PERFUME” in the U.S.

1971

Appoints Issey Miyake to design the costume for Beauty staff (currently dubbed as Beauty Consultants). The collaboration continues till 1980s.

1973

Features a runway model, Sayoko Yamaguchi as advertising model.

1974

Releases perfume produced by a fashion designer, Hanae Mori “HANAE MORI PERFUME” in Japan

1975

Opens THE GINZA”, a concept store to offer cosmetics, clothing, accessories, furniture, etc. (through 2009).

1976

Starts providing backstage support for fashion shows.
Image of fashion shows backstage

1977

Brings six up-and-coming Parisian designers to Japan and sponsors fashion shows by the
Paris Six”.

Early 1980s

Appoints Yoji Yamamoto to design the costume for Beauty staff (currently dubbed as Beauty Consultants).

1983

Establishes Shiseido Sponsorship Award for Best New Designer in Mainichi Fashion Grand Prix(Japanese site only), sponsored by Mainichi Newspapers Co., Ltd.

1985

Releases soap gift set, “KOSHINO JUNKO SOAP”.

1992

Releases ISSEY MIYAKE perfume,
“L'EAU D'ISSEY”.

2003

Features the design of MICHAEL KORS for the costume of Beauty Consultants.

2003

Releases NARCISO RODRIGUEZ perfume
“For Her”.

2011

Releases ELIE SAAB perfume “Le Parfum”.

2014

Appoints VERONIQUE BRANQUINHO to design the costume for Beauty Consultants.

2015

Releases AZZEDINE ALAIA perfume “Alaïa Paris”.

2015

Distributes the BURBERRY fragrance and makeup products as its sole distributor in Japan.

2016

Sponsors Tokyo Girl’s Collection 2016A/W, a fashion show featuring the everyday fashion in Japan with a theme of "introducing Japanese girls’ culture to the world”. (c)TOKYO GIRLS COLLECTION 2016A/W

2016

Releases ZADIG & VOLTAIRE perfume
“This is Him!” and “This is Her!”

2016

Signs a license agreement with DOLCE&GABBANA.

2016

Joins Amazon Fashion Week TOKYO” as an official cosmetics sponsor.
During the week, Shiseido provided cosmetic products for the event,
while Shiseido hair & makeup artists worked on makeup for the runway fashion models.
Much awaited works of Japanese designers were introduced to the world from various locations in Tokyo, centering on Shibuya Hikarie and Omotesando Hills.