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.
MAINICHI FASHION GRAND PRIX 2017 award ceremony was held on November 27 this year, for the 35th time since its