It is not verbal, it is visual, and it is open to interpretation.
Please start by telling us how you came to launch the first issue of the magazine.
Yoshioka:The first issue was published about eight years ago, and we already had a catalog that introduced our products as a department store. However, we felt that a catalog that featured clipped photos with explanations would not reach the highly sensitive customers who wear luxury brands on a regular basis, and we wondered what we could do to appeal to them with a strong trend focus. We had this problem, so we decided to create a magazine with a strong focus on visuals. That is how we came up with the idea of publishing this magazine.
What is the meaning behind the name "Epoch"?
Yoshioka:It is taken from the term "epoch-making. Epoch-making = an event that determines the arrival of a new era. We naturally settled on this word, although many people participated in the meeting to name the place "always new fashions, always new proposals.
When I look at the pages of "Epoch" at that time, there are extremely few words.
Yoshioka:The concept of "conveying the message with pictures, not words" has remained unchanged since the first issue of the magazine. If we put it into words, the interpretation would inevitably be limited. As I mentioned earlier, the cultural level of the customers at Isetan Shinjuku Men's Building is quite high, so I think it is fine for each customer to have his or her own interpretation of the visuals. I am rather particular about how to showcase a wide range of styles, without limiting them. Of course, in the course of producing the magazine four times a year, we have also explained the concept and included interviews from time to time, taking into account current trends.
What do you pay special attention to in the magazine?
Yoshioka:As you can see, we use extremely large typography. The typography is all original work by art director Osamu Ohashi, and is created for each issue according to the image of each season and brand. Each brand has about four pages, and the typography is very effective in maintaining a sense of tension throughout the entire issue to keep the reader from getting bored.
What is the reason for sticking to paper media in this age of digital evolution?
Yoshioka:Paper media and web media naturally look different. I believe that both have their merits, but as the number of paper media is decreasing rapidly, I would like to deliver in a single issue of "Epoch" magazine the ultimate in attention to detail in terms of clothing, models, photography, styling, and so on.
Editing is also about communicating in an easy-to-understand way.
Yoshioka:In the fashion industry, there is an enormous amount of new information being created every day, and I think it is important to compile this information in a single volume in order to capture what we really want to convey to our customers.
Some of the fashion visuals in the latest issue.
The production team is also gorgeous, and all of them are active on the front lines.
Yoshioka:In fact, the same members have been working on this magazine since its first issue. Starting with the art director Mr. Ohashi, whom I mentioned earlier, Yusuke Kuwabara (producer), Yutaka Kaburaki (photographer), Yoshi MIYAMASU (stylist), and Kadota Eiji (hair designer) have all participated with great enthusiasm in each issue, for which I am truly grateful. I really appreciate it. We always aim to "make something better and newer than the last issue. We have repeated trial and error for each issue, and the latest issue is our 24th.
