Isetan Shinjuku and textile manufacturer HINAYA KYOTO are collaborating with Tokyo designer brands to create yukatas, which are now on sale at both stores. The project, which includes four participating brands—THEATRE PRODUCTS, mina perhonen, FACETASM, and ANREALAGE—was directed by stylist and fashion director Sota Yamaguchi. The theme for this project was "Wearing a Japanese-Western Style with Yukata." We spoke with Yamaguchi, who proposed a new style that goes beyond traditional yukata coordination and incorporates modern and street fashion. What was your biggest goal this time? We wanted to propose a new style of yukata by mixing elements that stay true to the yukata's roots. How can a designer's identity be incorporated into the yukata, which already has established rules? We proposed styles, colors, and techniques that made the most of each brand's unique features.

--What challenges did you face when styling yukata, and were there any new discoveries you made?

Yukatas have a set format for how they're worn. It was more difficult than I expected to create a modern look while still respecting tradition.

One new discovery I made was that the position of the obi sash on a yukata (kimono) is determined by the shoulder and hip bones. Your bone structure can express a feminine look.

--What type of woman do you think looks best in a yukata?

I think it suits all women, including Tina Tamaki and Iri, who served as models this time.

--What are some recommended situations and spots for going out in a yukata?

I'd like people to wear yukata not only for fireworks festivals and summer parties, but also as everyday wear. Since it can only be worn during this season, I'd like people to wear it on regular dates. It makes men's hearts skip a beat (lol)

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Born in 1982. Graduated from Bunka Fashion College (recipient of the 22nd Principal's Award). Started working as a stylist and fashion director in 2006. Owner of select shops "Mikirihasshin" and "Pyaruko", which carry creative domestic brands.