Thursday, August 22, 2013

#222- Holiday Fashion in L.A.? (@SENKEN-SHIMBUN /daily newspaper for fashion business)

I always appreciate people who gave me their scoops or useful information for people in the world for my articles.

So I always translate my articles into English from Japanese (or into Japanese from English).

As you know, some translation works are on this blog (most of the time, I translate my article on the phone for people who I did interview with).


Anyway, yesterday August 22 in Japan (16 hours ahead of L.A.), the article about L.A. Fashion Market Week / Holiday & Resort 2013 came out on Senken-Shimbun (major Japanese fashion trade newspaper, similar to WWD and California Apparel News).

This fashion market week is very very small… so the article is very very small as well.

But I interviewed with 12 brands and I picked 4 brands to write. It’s a small article, but it’s a big scoop article.

I translated the article into English from Japanese. Please read below and enjoy it!


On August 22, 2013 (in Japan)
By Yoko Fujimoto, writer in Los Angeles

Be edgy & colorful
Holiday & Resort 2013 LA Fashion Market Week
Still strong needs for made in U.S. products

Holiday & Resort 2013 L.A. Fashion Market Week held in Los Angeles Fashion District in Los Angeles, U.S.A. during early-August for four days. At this time, regular trade shows got canceled, but there was the L.A. Fashion Market Week TEMPORARIES show (which exhibited 12 brands) at the California Market Center (CMC) instead of the shows of SELECT show and TRANSIT show.

“Jennifer Croll” exhibited at the TEMPORARIES show said, “We have been owned 10 boutiques for 18 years. Our original brand has been established three years ago. At this time, we started into the wholesale business”. They focus on jersey, because they are easy to wear, no wrinkles and better fit. Items are tops, jumpsuit, dress, pants etc, they are able to wear from day time to evening. “We know the consumer’s needs, and we produce for them with the needs” said with confidence.

Denim brand STROM which sells at Ron Herman (L.A.) and Isetan (Japan) etc. Showroom “nine o seven” is selling for buyers for this brand. The president of this showroom, Mr. Michael Cohen said, “when Ron Herman opened the box of STROM, suddenly a customer picked it and bought it. Soft texture, fit well, everything is perfect. I am very looking forward to the future with this denim.”

The fresh product was a new brand which made in L.A. The T-shirts brand ”Prince Peter” which the singer PRINCE’s relative founded is very good with leggings, the most of styles are tunic and mini dress. Hard Rock is the theme.

“Coconinno”’s resort line focuses on the French terry and chiffon. Owner of the showroom t.riddle which sells this brand, Ms. Tara Riddle said, “we focus on the products with under $100 retail price. This price range is the best for consumer.”

Next L.A. Fashion Market Week will start October 13th for four days. CMC will hold Mens Fashion Market Week as well for the first time.

Photos by Yoko Fujimoto (I am a photographer as well!)

P.S. As you know, no photos on my blog.

Photo#1: “Jennifer Croll” dress
Photo#2: “Coconinno”’s colorful resort wear
Photo#3: Popular for customer, because fit is great “STROM” jeans
Photo#4: T-shirts brand ”Prince Peter”

I just want to say special thank you to Mr. Andrew Asch who is a reporter of California Apparel News. He always supports my work. At this time, he introduced me to Ms. Eva Franco who is a fashion designer of “Coconinno”.

Andrew is a true friend and he is very kind. I hope I can give him a scoop next time.

If you have a scoop, please let us know me or Andrew.

By Yoko Fujimoto
Los Angeles August 22, 2013
Copyright © 2013 Yoko Fujimoto

Sunday, August 18, 2013

#221- At the 100th Birthday Party

Today, I went to the 100th Birthday Party in West Hollywood.

It was my friend’s husband’s late wife’s father (Mr. G)’s birthday party.

Since I’ve got an invitation card last month, I was wondering what I should get for him.

I wanted him to have a happy gift… I was thinking, thinking, and thinking… and I asked my mother on the phone (She lives in Tokyo, Japan), “What I should get for him?”

My mother said, “100 years old man has everything by now, so I think delicious food is good for him!”

Ok… my mother is always right.

I’ve got a box of delicious truffles (by GODIVA / my late father’s favorite chocolate) and a nice birthday card (there were many words of “Happy” on it).

Yes, my mother was right. Mr. G loves sweets (His gifts for us were a chocolate cookie and a bottle of jelly beans).


The party was so gorgeous.

The 100th Birthday Celebration for Mr. G held in the ballroom of MAGGIANO’S LITTLE ITALY at The Grove. 120 people (family & friends) attended his party.

His favorite color, blue was the theme color of the party. The decoration of blue and green balloons was on every table.


120 people wished his happiness.

Mr. G is the happiest guy!

President, Mr. Barack H. Obama and his wife Ms. Michelle Obama gave him birthday wishes.

What a lucky man!

I was impressed with Mr. G’s late daughter’s ex-husband (Mr. J, my friend’s husband) gave him a nice speech.

Mr. J said to Mr. G, he appreciated that Mr. G gave him a permission to remarried to his new wife (my friend, Ms. K).

What a nice family!


How to live to 100 years old?

Two things…

#1- Mr. G don’t get involve in other people’s business.

#2- Mr. G is funny.

I asked Mr. G, do you have other secret to have a long life?

Mr. G said, “I can’t hear this ear”.

Mr. G pointed his left side ear, but I was talking to his right side ear…Oh… I guess, we don’t need to deal with a difficult question.

Life is long, and Simple is the best… just “Be happy”… right?


Ms. J (who is a former Michael Jackson’s spiritual adviser) was sitting next to me, so I asked her many questions… I guess, I am a journalist for 24/7… she gave me great answers.

And Ms. J asked me one question, “Did you curl your hair?” I said, “Yes”.  Ms. J said, “Pretty”.

Life is beautiful… just “Be beautiful”… right?


The party was happy, happy and happy.

#1- Yes, I was so happy at the party, especially to see Mr. G’s smile.

#2- Yes, I was so happy at the party, especially to eat delicious food.


Course One:
Freshly Baked Bread
Calamari Fritte
Spinach & Artichoke al Forno
Spinach Salad

Course Two:
Chicken & Spinach Manicotti
Parmesan-Crusted Tilapia
Eggplant Parmesan
Grilled Asparagus

Course Three:
Birthday Cake (Velvet Cake)
N.Y. Style Cheese Cake
Warm Apple Crostada

Coffee, Iced Tea and Apple Cider…


It was the perfect 100th Birthday Celebration.

Life is good.


By Yoko Fujimoto
Los Angeles August 18, 2013
Copyright © 2013 Yoko Fujimoto

Sunday, August 11, 2013

#220- Venice Beach (L.A.) = Free Spirit [MODERNSAINTS] (@SENKEN-SHIMBUN /daily newspaper for fashion business)

I’ve got a scoop from Mr.Mik Serfontaine (a co-founder of the denim brand “Serfontaine”).

YES, I always have luck :)

So, I wrote about this scoop in my column on the website of Senken-Shimbun (major Japanese fashion trade newspaper, similar to WWD and California Apparel News).


Only 600 words in Japanese… it’s a small column, but it’s a great scoop.

If you read Japanese, please visit Senken-Shimbun ( and click on my face logo (on the front page for a couple of days) or click on Yoko Fujimoto of the Report+ , or visit at .

If you don’t read Japanese, but you want to see scoop photos, please visit at

If you want to read this column in English, please read below. My translation is very rough (my Japanese is much better than this…ha ha!), but I hope you enjoy it!


On Senken+

Updated on August 12, 2013 (in Japan)

“I Love Los Angeles by Yoko Fujimoto” (title of my column)

By Yoko Fujimoto

Writer from Los Angeles

Title of the article: Venice Beach (L.A.) = Free Spirit

“Abbot Kinney Blvd.” in Venice Beach, West Coast is a famous shopping destination, even Japanese tourists know about it. The denim designer, Mik Serfontaine owned the boutique on this street until 2000.

A rock musician, an owner of the boutique, a denim brand co-founder, Mik’s dream has been changed. He founded the denim brand with his wife Maria in 2000. “Serfontaine” stood out with the colorful thick thread treatment.

And then, the couple’s new dream came true! This coming fall, they will introduce lady’s denim brand “MODERNSAINTS”. Mik said, “In the music industry, collaboration of rock and rap are popular now. The mix media is in. We made it with denim!”

Key word is “Sporty + Luxury”. The innovated denim pants have four ways stretch with a special innovated “Indigo knit”. It’s an appealing new denim brand. There are five fits such as leggings, skinny straight. Hoodie, dress etc. by lambskin, leather style of French terry etc. There are about 60 items available. In Japan, you are able to purchase them at ROSEBUD. I look forward to seeing their success.     

Mik’s many dreams came true and he talks about L.A. “I came to L.A. as a musician of my dream from South Africa. This town is cosmopolitan and heart of premium denim. L.A. is the best.”

Photo captions:

1: Founders of MODERNSAINTS (, Mik Serfontaine and his wife Maria. They work in “Downtown L.A. where is the hottest place in L.A.”, and they live in “Venice Beach where has all elements of L.A. (music, art, fashion, international people, variety of class people)”.

2: Maria Serfontaine said, “When I spend time in Venice Beach where has free spirit, my design ideas pop up.”

3: Looks and feels like a denim. Skinny pants by MODERNSAINTS.

4: MODERNSAINTS’s appealing leather and indigo knit tops.

5: This photo is only available on this column! The factory of MODERNSAINTS is in downtown L.A.

 (P.S. As you know, I don’t use photo/image in my blog, because copyright issue etc…I hope my readers are enjoying my blog without photo/image.)


I hope you enjoyed my scoop!

By Yoko Fujimoto
Los Angeles August 11, 2013
Copyright © 2013 Yoko Fujimoto