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I am a freelance writer for newspapers,magazines as well as a journalist for TV.
I am from Tokyo, Japan and have been living in Los Angeles since 1990.

#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 

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If you don’t, you will enjoy my column on Senken-Shimbun (major Japanese fashion business newspaper) website.

Here is my translation of my column into English from Japanese.
Enjoy :)

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Writer in Los Angeles

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