The joy of a licensed magazine lies in how to interpret the original domestic edition and create content that Japanese readers will enjoy.
Editor-in-Chief Ebina's first task was to revamp Figaro Japon by wielding a bold axe: changing the cover image and using catchy copy. This axe determined the style of Figaro Japon thereafter.
Looking at the covers from 1992 to 1993, we can see that they used image-oriented and catalog-like photos depending on the content. No other magazine in the world has such a dual cover style, which can be considered the face of a magazine. This boldness ended up making a lasting impression. Paradoxical catchphrases like "Lose weight and get round!" and "Creating an aesthetically cluttered room" are sure to catch your eye when they hit the shelves in bookstores.
The hook is there! Editor-in-Chief Ebina's style was to tie the two different covers together with a single "Parisian style" and make them work.
Once the image of Figaro Japon was established, another signature feature, "New Travel Proposals," was launched in 1994, featuring Paris, London, New York, Spain, Bali, and Italy in eight of the magazine's 12 issues. This was a timely move, as the economy was recovering from the collapse of the bubble economy and consumers were once again turning their attention to overseas travel. However, to entertain readers who had already traveled abroad several times, a new approach to travel was needed, so the magazine invited readers to unfamiliar places and suggested new ways to spend time in places they had already visited two or three times. It's said that editors need a sixth sense, and in those days, the ability to read the trends of the times before they began to blow led to the magazine's momentum.
And so 1995 arrived, a year of change. "Le Journal in Time: Paris Daily News," written by Paris-based journalist Kasumi Murakami, debuted in the January 1995 issue (a 242-part series that ran until September 20, 2005). The one-page columns, featuring in-depth information about Paris, including Murakami's celebrity friendships and stories about her beloved cat, continued to be a favorite among readers for many years until Murakami returned to Japan. Furthermore, starting with the May 5, 1995 issue, the magazine became a biweekly publication, released on the 5th and 20th of each month. Riding the rising tide of the third brand boom, brand names appeared boldly on the cover, likely because it was deemed important for circulation. At the time, Tom Ford, who had assumed the new position of creative director with authority greater than that of a designer, kept his name secret in the fashion world. However, his 1960s-inspired collection sparked buzz, signaling Gucci's transformation into a fashion brand, ultimately revitalizing the fashion world.
Also, around this time, the internet was beginning to become more widely used, and people began to demand speedy information. It is said that the shift to biweekly publication was the result of Figaro Japon incorporating this sense of speed into the magazine.
9/11 - Continues into the Ishikawa and Tsukamoto era.
