Friday, February 21, 2014

#235- Santa Monica = 3S [Ron Robinson at Fred Segal] (@SENKEN-SHIMBUN /daily newspaper for fashion business)

My mother loves Santa Monica. So do I.

Santa Monica has everything. Beautiful beach and Stylish & Fun places.

Recently I am working for NHK TV (major Japanese TV company, similar to BBC or ABC TV) a lot, and they have a beautiful office in Santa Monica.

Yes, I love Santa Monica. Good for EAT, PLAY and WORK.

And I love Fred Segal. Fred Segal has everything. Beautiful things and Stylish & Fun stuff.

The other day, I visited Mr. Ron Robinson president of Fred Segal in Santa Monica and we had a great chat as usual.


My new column about “Santa Monica” came out on the site of Senken-Shimbun (the major Japanese fashion trade newspaper ) on February 21, 2014 (in Japan).

Even though you don’t read Japanese you can see scoop photos, please visit at

Here is my translation into English from Japanese.

On Senken+

Updated on February 21, 2014 (in Japan)

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

By Yoko Fujimoto

Writer in Los Angeles

Title of the new column: Santa Monica = 3S

Many Japanese tourists visit “Fred Segal”. The celebrity boutique and they located in the famous tourist spots, Hollywood and Santa Monica. Mr. Ron Robinson is the president of Fred Segal / Ron Robinson at Fred Segal (

Mr. Robinson was admired L.A. lifestyle when he was in teenager, and he quit the university and moved to L.A. from Texas. He became a salesperson at Fred Segal, later he purchased the store from Mr. Fred Segal who is a founder of Fred Segal, and then Mr. Robinson became a president of this boutique.

“L.A., especially Santa Monica has SUNSHINE, SALTAIR and STYLE (3S), it’s wonderful! The store is different from Hollywood one. Our atmosphere is casual, relax and modern beach” said Mr. Robinson with smile.

Mr. Robinson picks each product by his own hand and keen eye. “We can’t touch artworks at the museum, but we can touch products at the store ” as he explains, at the boutique “STYLOBJECTS”, beauty & apothecary products and home accessories  such as stereo, plates, candles, picture frames, perfume, books displayed like a museum. You can meet with the contemporary & function and beautiful products.

Mr. Robinson is a fashion expert since 60’s. What is fashion for him? “How do I feel today? What smell is for today? What do I want to express? All this is the fashion. Fashion is about your expression of today.”

Photos captions:

(As you know, I don't have photos in my blog due to copyright issue. If you want to see photos, please visit at ).

Photo 1: At the boutique “STYLOBJECTS” at Fred Segal in Santa Monica. Mr. Ron Robinson and his beauty & apothecary brand “APOTHIA Los Angeles” products.

Photo 2: At the boutique “STYLOBJECTS” at Fred Segal in Santa Monica. Mr. Ron Robinson also has a home accessories brand “Missoni Home”. Colorful cushions and towels are fit for bright color lifestyle of L.A.

Photo 3: At the boutique “STYLOBJECTS” at Fred Segal in Santa Monica. Popular for many Japanese tourists are technology products such as clocks, headphone etc.

Photo 4: At the boutique “STYLOBJECTS” at Fred Segal in Santa Monica. Easy and relax to shop. Very sophisticated boutique.

Photo 5: At the boutique “STYLOBJECTS” at Fred Segal in Santa Monica. Picture frame, bicycle and board game are must have products for L.A. lifestyle. There are so many variety of products and choices. It’s appealing.

Photo 6: At the boutique “STYLOBJECTS” at Fred Segal in Santa Monica. Also the colorful plates are fit with L.A. lifestyle.


I bought a “Pearl” perfume by APOTHIA Los Angeles when I interviewed Mr. Ron Robinson at “STYLOBJECTS” at Fred Segal in Santa Monica. Two years ago, Mr. Ron Robinson gave me this perfume, since then this perfume is my lucky charm.

Mr. Robinson:  Yoko, I will give this perfume again!

Me: Thank you Ron! But I would like to spend my money to get another lucky from this perfume at this time :)

Ron is so sweet that he gave me a gift (a bottle of the body & hand cream by APOTHIA Los Angeles) again.

If you want to get lucky, visit “APOTHIA Los Angeles” at Fred Segal in Hollywood or “STYLOBJECTS” at Fred Segal in Santa Monica.

Life is beautiful.

I love my life :)

I hope you do the same :)

By Yoko Fujimoto

Los Angeles February 21, 2014

Copyright © 2014 Yoko Fujimoto 

Thursday, February 13, 2014

#234- Scoop! Summer 2014 Fashion in L.A. (@SENKEN-SHIMBUN /daily newspaper for fashion business)

Today, I would like to share the scoop about “Summer 2014 L.A. Fashion Market Week” with you.

As you know, I always appreciate people who gave me scoop or useful information for my articles & readers. So I always translate my articles into English from Japanese (or into Japanese from English).


The article about the Summer 2014 L.A. Fashion Market Week came out on Senken-Shimbun (major Japanese fashion trade newspaper, similar to WWD and California Apparel News) last month (on January 30, 2014).

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


On January 30, 2014 (in Japan)
By Yoko Fujimoto, writer in Los Angeles


Summer 2014 L.A. Fashion Market Week
Popular products are made in U.S.A. and the Day & Night in one product

Summer 2014 L.A. Fashion Market Week held in the Fashion District in Los Angeles, U.S.A. for four days until January 15th. The number of buyer is fewer than last January. The popular products are made in U.S.A. and wearable both day & night.

 “American Colors by Alex Lehr”at the D&A show exhibited 19 colors of cotton shirts, chino pants, stretch denim etc. ‘’Made in U.S.A. products are popular by buyers in U.S. The black is popular in N.Y. , and there are many buyers purchased white & bright colors products in L.A. ”

Dress & home wear “Christina Lehr” is also emphasized made in U.S.A. The manufacture factory of this brand moved in L.A. from Belgium, and ‘The reason for this is helping the U.S. economy and improvement of the quality.”

“Sol Angeles” is a popular brand for Ron Herman and Kitson in U.S. and Isetan and Beams in Japan. “California style is well received by consumers.” said “Sol Angeles”. The president of “middi Japan” (store in Tokyo, Japan) Ms.Mami Koizumi revealed “We purchase many products from L.A. We are going to open the store in Hawaii and we are looking for some fresh products. We purchased World Series T-shirts of Sol Angeles etc.”

“Sjobeck Malibu” exhibited at the Brand Assembly show is also made in U.S.A. Best sell items are “the silk & knit combination products” and they have many buyers from Japan such as Ron Herman Japan that looking for something unique.

“Koral Active Wear” debuted at the show room “Nine-O-Seven” at New Mart. This brand is suggesting the “sport wear is going to evening fashion”. “We see the trend which there is growing numbers of women in 20s-50s who are going out to dinner after gym in L.A. This brand has a material of dry sweat fast. There are sexy leggings, tank tops, underwear etc. for leather jacket, open back dress and high heels. Clothing for day and evening is going to increase same as made in U.S. products” pointed out by “Nine-O-Seven”.

Next Fall L.A. Fashion Market Week will start March 16th  for four days.

Photos by Yoko Fujimoto (I took photos as well!)
P.S. As you know, no photos on my blog (due to copyright etc).

Photo #1: Cotton shirts by American Colors by Alex Lehr

Photo #2: Main products by Christina Lehr



I hope you enjoyed my article.

I always enjoy at the L.A. Fashion Market Week. It’s a small event compare to N.Y. ones, but I always meet many fabulous people at this event.

This time I had met two fabulous people at D&A. Ms. Mami Koizumi (president of middi Japan ) and Ms. Emi Sakita (director of midi Japan). They are sisters and they are very fun to talk with. We had a chat at D&A with coffee & cookies. They have wonderful passion for their fashion business, I am very happy to see that!

And my little funny moment is… at the “Sol Angeles”.

I was in jet lag… (no… I mean after I hadn’t slept for 40 hours that day, because of my trip back from Japan )

Me: Are you guys from Japan?

Samira (who is the international sales manager for “Sol Angeles”):  ???

Me: Oh… I mean… Are you guys from L.A.?

Samira (who is the international sales manager for “Sol Angeles”):  Yes!

Me: Ha ha… I just got back from Japan yesterday, so I am still in jet lag and my brain is not working this morning… so… your brand is very nice! Can I talk to you?

And then…
Me: Wow… So L.A.! I love your brand!  By the way, I wrote a blog post about “so L.A.” yesterday. I love your brand name “So Angeles”. Really a “so L.A.” !

While later… I realized that this brand’s name is not “So Angeles”… Samira is very kind… she didn’t point out about my mistake…
Me: Oh…Samira, you are so sweet that you didn’t say anything… Wow “Sol Angeles” is backward word of Los (Los = Sol ). “Sol” means in Spanish is Sunshine… Wow… such a nice name!!!


Did you enjoy my small talk? 


By Yoko Fujimoto
Los Angeles February 13, 2014
Copyright © 2014 Yoko Fujimoto