The Style Wylde Galleries

Anna Sui Fall 2014


See a photo you love and want to use it on your site or blog? Click here for information on how to do it.



« Fashion Feature: Parkchoonmoo | Main | Fall trend report: Outerwear for everyone »

Fashion Feature: h.Naoto

designer h. Naoto/image courtesy of h. Naoto




In recent  seasons the mainstream fashion world has seen a growing influence of  the art and creativity of Toyko street fashion, be it  Gothic Lolita, Visual Kei, or Cosplay.  And while Western designers may just now be cluing in to this remarkable, and wholly originally phenomenon, Japan's most cutting edge and influential designers have been drawing on this subculture for inspiration for over a decade.  One such designer is the internationally renown h. Naoto, who will launch his first US flagship store in San Francisco later this Fall.  Style Wylde caught up with h. Naoto via e-mail earlier this week to talk about art, fashion, and all things Tokyo street style.


image courtesy of h. Naoto





SW: When did you know that you wanted to become a fashion designer? Why fashion over other forms of art?  

hN: Since I was small, I wanted to create something spectacular. And the reason I choose fashion over other art was simply the fact that I grew up with it.  Since then I started to wonder why we wear clothes in the first place and why we need fashion? I didn’t really learn textiles in school, but I always believe that experiences in life itself made me learn more about fashion.


SW: As a young, emerging designer who were your major style influences? Which brands, (if any) either Japanese or international did you idolize?


hN: Either I don't really have one or it's a secret.. If I say that, h.NAOTO will no longer be a mystery.. And that’s no fun, isn't it?


SW: Since launching your own label in 2000, you have remained faithful to a “punk”, or “street style” esthetic. What is it about this subculture that you find so inspiring?


image courtesy of h.NaotohN: It's not that I have a rule or anything about being faithful to Gothic, Punk, or Visual Kei, but it's the fact that I'm influenced a lot by the variety of different mixtures of fashion here in Tokyo.


SW: In recent years the Japanese street styles of Gothic Lolita and Visual Kei, for which your label has become internationally renown, have exploded in popularity throughout the world.  Why do you think that is?  What do you think attracts people to this particular form of self-expression through clothing?


hN: h.NAOTO represents GOTH, PUNK, Visual Kei and Lolita which basically is "Cosplay" fashion, or costume play.  Fashion has no longer become a dress up to protect our body and be comfy. But fashion itself now is more of an act or expression of what we want the world to see us. And I think there is no originality on how we live. We tend to think how to live life in our own way and be mesmerized by society and the people around us. Consequently people tend to find originality, and therefore people use fashion as a way to express their own ideal self. And with the fashion world evolving and expanding rapidly so is the popularity of Goth, Lolita, Punk, and Visiual Kei fashion, which are the "Cosplay" fashion my brand offers. And so more people are interested in the products I propose, as they sense an understanding of my point of view of a world of costume play. And this is why people buy my clothes.

image courtesy of h.Naoto 

SW: What prompted you to decide to open your first US flagship store in San Francisco?  Do you see the fashion community in the Bay Area as similar to the Japanese fashion community, if yes, how?


hN: San Francisco  is in a way the first place in America that has been influenced by Japanese modern culture. This is why I choose to open a shop in San Francisco. My brand has been established for over 10 years now and I thought it was the right time to step up my game. Obviously the city and the community of Tokyo and San Francisco are completely different but I can only say that my fans who comes to visit my store in the US will have the same senses as my fans in Japan who visits my store there. 


image courtesy of h. Naoto



h. Naoto will be in San Francisco for an exclusive screening of his new collection and a follow-up panel discussion during the JPOP Summit Festival August 27th and 28th. For more information, including how to get tickets to the event, and how to volunteer your services as a model, stylist or make-up artist please visit New People World online



Reader Comments (4)

OMG this stuff is awesome
August 5, 2011 | Unregistered Commenterihatewhaturwearing
I love h.NAOTO's clothes and this interview is fantastic. Can't wait for his store to open
August 5, 2011 | Unregistered Commenterlolitafan
As a long time fan of h.Naoto I am glad to see he is finally getting attention from a fashion site.
August 5, 2011 | Unregistered CommenterEGL_style
I hope this takes off in SF; we really need something fresh here.
August 28, 2011 | Unregistered Commenterinternation-all

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
All HTML will be escaped. Hyperlinks will be created for URLs automatically.