HARAJUKU’S STYLETokyo, September 8th, 2017

Photography Shoichi Aoki,
Interview Daphne Mohajer Va Pesaran


“People who don’t care about fashion, don’t really care about being seen. But I feel like people who do want to be seen are quite limited. Basically, thay are only judged by people in their own little world.”

In 1985, Shoichi Aoki made the world’s first street fashion photo magazine. He called it STREET. He began his long career capturing the fashion hierarchies after visiting Europe in his 20s where he was impressed by the way people dressed. Moved by their freshness and creativity, he took their images back to Tokyo, where he published them in STREET, a full-page street fashion photo magazine. This was the only way you could see how people outside of the catwalks and glossy magazines were dressing. Since then, Aoki and his team of “hunters” have captured people in Tokyo, London, Paris, New York, Seoul, and put them together in STREET, FRUiTS, TUNE, and RUBY. These magazines came into existence as a vital media for sharing creative ideas before the Internet. They expressed Aoki’s passion for the fashion he saw around him, the ephemeral and creative mixing of bodies, color and clothing. The following is a blend of past and present, a meta-interview with Shoichi Aoki. In conversation with Daphne Mohajer Va Pesaran he is given a chance to reflect and re-elaborate questions that were posed to him during an interview done by Daphne and Alin Huma, and published in F de C Reader 2 in 2012.


  To read the full interview download MUSE Travel Japan 2018