Fashion Headline (FH): Do you do most of your shopping online or in stores?

Fujiwara: I purchase most of my music online. If I download a song and like it, I’ll also buy the CD. With regards to clothes, if I’m set on buying something specific, I’ll buy it online, but if I have time to go to stores, then I enjoy the real shopping experience. I hardly ever order items from brands ahead of time for delivery at a later time, because I don’t like to wait. If I buy a pair of shoes, I’m the type that will wear them home on the spot. Even as I child, I would buy toys and open the package on my way home on a bus.

FH: Many fans of The Pool Aoyama, which you direct, are seen lining up in front of the store. Is this your intention?

Fujiwara: Not really. But I do understand the act of lining up to get something that you really want.

FH: Do you sometimes line up in front of stores?

Fujiwara: I have. I used to line up in front of a second hand clothing store named “Night Performance” in Kyoto to purchase a pair of rubber boots or Seditionaries. The line was only about ten-people long though.

FH: I feel that the “luxury street” movement and fashion brands selling exclusive items over a limited period of time, which began in Tokyo, are becoming a global trend.

Fujiwara: It’s true that we may have started the trend of selling exclusive items, but that was because we weren’t sure how much we would be able to sell, and for budget reasons, we were only able to produce a limited number. Even now, we don’t really think of this method as a strategy, it’s just the result of what we are comfortable with in terms of how much we can design in a given timeframe. I’m always conscious of my capacity to deliver.

FH: Are there any projects that you are working on right now?

Fujiwara: I’m planning on launching a web media with SNS characteristics at the end of this year or early next year. I see many benefits of SNS, but there are risks of people posting whatever they want, be it true or false. I want my new platform to be limited to semi-professionals who are keen on sharing high quality information with one another. I plan to introduce products that appeal to this group.

FH: I agree about being flooded with unnecessary information. It can be stressful to have to read through everything in order to find what is meaningful to us.

Fujiwara: Yes, it’s stressful to have to read negative comments about something, if that’s not what we’re looking for. I hope to be able to omit these types of comments from my new platform.

FH: Do you use SNS?

Fujiwara: I use Facebook and Instagram. As for Instagram, I delete my posts two or three days after because I don’t like to keep a record of old photos of me. And I don’t like others looking up my past.

FH: I heard that you are producing the music for Milk’s fashion show.

Fujiwara: I’ve always been in charge of their music, but it’s been a while since I’ve worked with fashion shows. I’ll be creating a mash-up of songs for the show.