Japanese fashion talent scout on Instagram stars, dressing weird and where’s hot right now
- Yu Masui is a fashion chameleon who looks for the rare and unusual wherever he goes, and has a knack for mixing up different styles
- We talk to him about Insta-stars, why Shanghai and Tbilisi are fresh right now, and why Vetements making ‘weird’ fashion mainstream is not a good thing
Yu Masui is a regular of the street-style scene at fashion weeks worldwide, cutting a striking figure clad in an eclectic mix of designer brands and street market finds.
His Instagram account is a quasi-daily record of the outfits he puts together. Thanks to his knack for mixing it up, it feels like he never repeats an outfit.
Rarely does he do a “total look”, only going down that route as a strong show of support to the talents he loves. And in his Instagram stories, published multiple times a day, he does not shy away from sharing his unfiltered lifestyle and opinions.
We caught the Japanese editor and LVMH talent scout on a rare week when he is at home in London, after the end of fashion month and before he sets off towards destinations including Tokyo and Shanghai in search of the freshest fashion talent.
On his personal style
“I’d wear anything, menswear, womenswear. You can see it in what I wore today: there’s some masculine, some sporty, some ridiculous, some feminine. What attracts me foremost to a garment is how fun it is. It’s not about beauty; it’s about fun and being fun for me to wear.
