Since its May 2011 issue, Magazine House's women's magazine, GINZA, has established itself as a culturally integrated fashion magazine, garnering support from discerning women. We spoke with Toshiko Nakajima, editor of the lifestyle magazine BRUTUS and deputy editor-in-chief of relax, who is now editor-in-chief of GINZA, about the process that led to the creation of the magazine we know today. It's been four and a half years since the redesign shocked not only the media but readers alike. Did you get the impression that it was quickly embraced by the fashion industry? The fashion industry was surprised by the change from the existing style to something with a strong cultural influence. Rather than being met with a general "That's great!" response, I imagine they weren't sure how to respond at first. Because there hadn't been a magazine like this before, and it deviated from the mold of a fashion magazine. So you were intentionally trying to deviate, right? I did try to deviate, and I felt like this was the only thing I could do. I'd never produced a women's magazine before, so I didn't know the rules of fashion magazines or the common understanding of how they were made. Fashion in culture magazines is somewhat of a one-man operation, fitting fashion into a theme, but fashion magazines start with a product and then think about how to present it. I think they were able to create something like that because they didn't even know that (laughs). --Did you encounter any obstacles after GINZA was reborn? --Yes. It was because I didn't truly understand what it meant to be a luxury brand. I think that's because I shared the same values as the average reader. I grew up with the very ordinary mindset of, "It's probably well-made, but it's expensive. So why not just buy something with a similar design?" But at the core of luxury brands is a reason why they have to be that way, and that's why they command such high prices and are so popular around the world. Through GINZA, I came to understand that. --So you were able to experience the wonder of luxury brands.

I've always been a bit of a contrarian, so I thought being swept up in trends meant going with the flow, and I stubbornly believed that expressing my individuality was my fashion. But I started by asking myself, "What exactly is a brand?" And then, as I was overwhelmed and impressed by the incredible talent and passion of the designers and directors, I began to understand. The people at the top of the huge pyramid known as luxury brands respect art, film, and music, and express their inspirations in fashion. At that moment, it all made sense to me.

--It's true that GINZA has an interesting way of unraveling fashion along with the culture that underlies it.

It's precisely because I didn't know about it myself that I wanted to convey to young readers how interesting and wonderful the products are. First of all, I want them to take an interest. The fashion industry is a culmination of all kinds of talent, effort, and passion, and of course money, but it's also a culture that has been meticulously built up piece by piece like a mille-feuille. That's why I believe that you can't create a fashion magazine without any respect and with a half-hearted attitude.


---Part 2 of the interview with GINZA Editor-in-Chief Nakajima discusses her editorial philosophy and the relaunch of Olive and Relax.