One of Shiseido’s activities in the realm of fashion is support for up-and-coming fashion designers. At MAINICHI FASHION GRAND PRIX, which was held for the 35th time this year, Shiseido awards the most shining new talent of the year with the Newcomer’s Prize and Shiseido Sponsorship Award, and creates an original ad message in collaboration with the awarded designer, which is then published in the Mainichi Shimbun newspaper.

Today, we welcome the winner of the Newcomer’s Prize and Shiseido Sponsorship Award at the 35th MAINICHI FASHION GRAND PRIX, Mr. Yuima Nakazato, designer of the YUIMA NAKAZATO brand, and Shiseido hair & makeup artist Joji Taniguchi, who was in charge of the hair and makeup for the ad visual. The two share their vision of the message behind the advertisement as well as their impressions of the model, Japanese actor Masataka Kubota.

– This is an impactful visual. And the biker jacket is a perfect match to the model, Masataka Kubota. Mr. Nakazoto, what was the main reason that made you decide on a biker jacket for this ad’s outfit?

Yuima Nakazato (Nakazato):
When I heard that Masataka Kubota would appear as our model, it struck me right away that a biker jacket would be just right, that it would match him greatly, some hunch, you know? Kubota is a kind of symbolic figure of our times, right? He evokes empathy in a broad range of audiences, mostly of the same generation. An eccentric outfit is too much for someone like him; it had to be something simple and universal, I thought.

– Indeed, a rider jacket is a popular unisex item.

For a man, it’s nearly as universal as a business suit. I thought the impression would be strong if we dressed him in it in a natural manner.
– Mr. Taniguchi, you had worked with Masataka Kubota before, am I right?

Joji Taniguchi (Taniguchi):
Yes, for the UNO brand ads. I know both him and his taste in clothes pretty well.

– In that case, this shooting must have been an easy job for you?

At the moment, Kubota is playing a number of action roles, so he’s physically well-trained and looks stoic. His cheeks are almost hollow. This stoic side of him was in sync with the stoic mood of Mr. Nakazato’s clothes.

He sure was lean! That biker jacket is from the women’s collection and is a tight fit, so I was a little worried, but by some miracle, it fit him like a glove. (laughs)

– How did you come up with the hair and makeup image in connection with that jacket?

As for the hair, I tried to match it to the texture of leather and went for the wet look, but I was careful not to make it too tight and stoic, as it would be too difficult to relate to. So I produced a rough look with a just-out-of-shower texture. The theme of this visual is “genderless.” Beauty is something that goes beyond gender or ethnicity, right? That’s why I put up some makeup on the model. But I didn’t just paint it on roughly; rather, I put on some glow on his cheeks to produce a pearly look, aiming at expressing the very essence of beauty. Thus, the total image looks balanced with strong hair and subtle and soft makeup – that was my approach.

The two could go on for ages in a passionate conversation about the “genderless” message of this ad, a fusion of fashion and beauty creation. Next time, we will trace the roots of the collaboration between Shiseido beauty creators and designer Yuima Nakazato, which started from haute couture in Paris.