This time, we'd like to introduce Kaede Nozaki, Men's Attendant who is well-versed in 90s fashion culture. Having experienced the heyday of "Ura-Harajuku" during her student days, she is a seasoned stylist who knows the era of "Otokono Shinkan," the predecessor of Isetan Shinjuku Store, Men's Building . She is a valuable person who can talk about the evolution of men's trends and styles from street style to designer mode and classic styles based on her own experiences.

As a stylist who knows Ura-Harajuku culture

Since my junior college was in Shibuya, I often went to Harajuku after school. Many of my friends were into the Ura-Harajuku scene. I also frequently visited Isetan. I was lucky enough to get hired, and my first assignment was to the "Men's New Building." There are several stylists at Isetan Shinjuku Store, Men's Building who know the "Men's New Building," but I'm the only one at Men's Attendant .

The department I was assigned to was on the first floor, and looking back, I think it was quite a cutting-edge floor for its time, carrying brands like Calvin Klein and Saint Laurent Jeans. Later, when the store was renovated into Isetan Shinjuku Store, Men's Building , I was in charge of import brands such as Raf Simons and DSQUARED2 on the second floor, in the Men's Creators section.

Back in my student days, I preferred Olive magazine to CanCam, and I liked more masculine styles. Ura-Harajuku culture itself was a fashion scene where gender boundaries were blurred, and I think the appeal lay in the atmosphere behind the brands, such as music, art, skateboarding, and vintage clothing.

Because I know the intense culture of "Ura-Harajuku," I still prioritize how to incorporate clothing into the individuality of each customer in front of me. I want to make persuasive and convincing suggestions by using bone structure style analysis® and personal color diagnosis. I think that being able to serve a wide range of customers, from young people interested in the 80s and 90s to adults who remember that era, is due to the accumulation of my own fashion experiences.

I had resigned for personal reasons, but my former boss contacted me and I was asked to return to work. I was genuinely happy to be back on the floor of Isetan Shinjuku Store, Men's Building . I was assigned to the floor that mainly deals in tailored and classic suits. For me, who had previously focused on street and casual wear, the world of suits was very new. I read men's magazines, actually ordered suits, learned about the sewing and details one by one, and gained an intuitive understanding of fabrics and tailoring. The more I learned, the deeper I realized the world of classic suits is.

The value between streetwear and dresses.

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"T-Back Jacket"

Moreover, it boasts a modern silhouette with dropped shoulders. This denim jacket isn't just a simple reproduction; it captures the vintage feel in a contemporary way, reminiscent of 90s fashion and culture. I think it's a piece that beautifully connects the spirit of the past with the atmosphere of today.

An attendant who values "choosing together"

I learn so much and gain so many insights from customers through my work, and I'm constantly learning something new every day. Many customers find it comfortable to walk around the store with them and choose items together. We share the background and story of the brands and items through conversation, and they are able to make a purchase after they understand and agree with what they're getting at. I think the customers themselves enjoy the process.

Lately, I've been getting a lot of inquiries from customers in their 20s, and I often find myself dealing with their initial fashion dilemmas, such as "I don't know what to wear." For those customers, I try not to force them to wear something they're not, but instead share their current sensibilities and work together with them to find a style that suits them.

I feel like the line between department stores and select shops is becoming blurred. It all comes down to whether you have a trustworthy sales associate and whether customers feel comfortable choosing items with them. I believe Men's Attendant play precisely that role. I want to use my experience to connect customers with Isetan Shinjuku Store, Men's Building and provide excellent service every day.

Having experienced the transition from Ura-Harajuku to the new men's building and then to Isetan Shinjuku Store, Men's Building , Nozaki is a stylist with extensive knowledge and a wealth of conversational skills. He excels at assisting customers who are looking for clothes that suit them, regardless of trends or fads. If you're wondering, "What is my own style?", then please feel free to talk to Nozaki.

Book your appointment with Men's Attendant here!

At Isetan Shinjuku Store, Men's Building we offer a full range of services to assist you with your shopping needs, including consulting and escort services. Feel free to consult with us about smart casual attire for any occasion, or dressy outfits for special events.

Personal consulting service "Isetan Men's Meet Ism"

A stylist at Isetan Shinjuku Store, Men's Building who holds professional qualifications in personal color analysis and body shape analysis®, will propose a "suitable styling" that enhances your charm based on the diagnostic results. ▶ Learn more here
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