Shedding light on the fashion scene with a sense of stagnation.
The collaborators for "Epoch" are unique and interesting.
Yoshioka:So far we have collaborated with sake, flowers (Nicolai Bergmann), Japanese sweets (Laematsu), music (Fender), and Koji Kakinuma (calligrapher). For example, we aim to create something new by combining fashion and sake, which at first glance seem to be in completely different fields. There were many areas of connection, such as our passion for tradition and craftsmanship, and our attitude of not being afraid to evolve.
The unique "Epoch" events held in 2018 and '19 were also very luxurious and typical of "Isetan".
Yoshioka:In a sense, Epoch magazine is a form of hospitality. We regularly hold "EPOCH KNIGHT" events for our clients, as we consider what kind of communication resonates in this age of information overflow. Since many of our clients have unique personalities, we asked them to be models themselves and held a fashion show with professional hair stylists and a production team. We also had a fashion shoot by an EPOCH photographer for the participants, and it was a very satisfying event for our clients.
How are customers' reactions to Epoch itself?
Yoshioka:Thanks to your support, we have received a lot of positive feedback, which has encouraged us in our production. Our impression is that many people enjoy not just one look, but the entire worldview of the magazine. We are always thinking of new content, including e-commerce linkage.
Last year, we released only the second issue due to the Corona disaster.
Yoshioka:After the publication of the March issue, the June and December issues were cancelled for 2020, and a special issue was created in September. The theme was "FASHION GIVES US POWER, ALWAYS. We created this issue with the aspect of rethinking what fashion can do now, and with the hope that fashion can heal us, give us a sense of security and power us to move forward in order to overcome difficult times. To convey a more positive message, all model cuts for each brand are photos with smiling faces. It has been a tough year, but we believe that this issue is literally a special issue.
The September 2020 issue was created under the theme "FASHION GIVES US POWER, ALWAYS. Smiling faces were chosen for the model shots to convey a positive message even with the Corona Disaster.
The latest issue features Soe Yoshii, a new star who is highly popular among young people and fashion lovers, as the model.
Yoshioka:Until now, most of our models have been foreign models who have been active in overseas fashion shows, but for the first time, we have appointed someone who is active in an influencer-like position. The reason for appointing Mr. Yoshizoe was not only because he himself has a strong affinity with high fashion, but also because we wanted to make the younger generation as familiar with "Isetan Shinjuku Men's Building" as he is. We hoped that this would be an opportunity for him to enter the world of luxury. In fact, when I met him, he had a cute teen-like side, but when the camera was pointed at him, he had great energy, and I felt that he had a natural talent for modeling and other things as well.
Soe Yoshii was born on November 11, 2001. He attracted attention as the son of Kazuya Yoshii of the rock band THE YELLOW MONKEY, and made his modeling debut at the age of 18 in one of the leading fashion magazines in Japan. Currently, he is active as a model and influencer mainly for fashion magazines. His fashionable Instagram is also a focus of attention.Check out the interview in the latest issue here.
I heard that you are focusing on video and web development in this issue. What kind of magazine will we see in the future? I am looking forward to seeing it.
Yoshioka:As mentioned above, we also incorporate ways of showing the advantages of the web, which serve to supplement what cannot be conveyed on paper alone. In the videos, we also use drones to show the materials, cutting, delicacy of details, and the air of coordination. Another new initiative is to have "Huinamu" take up our work, as they did this time. We would be happy if we could reach out to various people and make them feel freshly that "Isetan is doing this kind of thing too.
