Friday, April 25, 2014

#239- Why fashion is important to you?

The other day, I’ve received a tweet from LAZR tradeshow (

Their tweet was:

@FromLAbyYoko (  Win a LAZR sponsors pack! Tell us why fashion is important to you and your blog to:


My reply to this tweet was:

@LAZRTRADESHOW ( Thank you for thinking of me. I sent an email to your office right now. A-Z... I hope you like what I wrote. xo Yoko Fujimoto


And my email was:

This is Yoko Fujimoto, writer in Los Angeles.
Thank you for your tweet.
Here are my thought about why fashion is important to me and my blog.


A- As I am Japanese woman, fashion is important for life.

B- Because I am Japanese, I need to know what is hot around the world.

C- City like Los Angeles or Tokyo, I love to see what fashion is.

D- Do what we want? Yes, the writing about fashion is one of them.

E- Everyone needs to have a style, I mean a fashion style.

F- Fashion makes people happy.

G- Good people have good fashion.

H- Hipster is in Los Angeles.

I- I am a freelance writer and write about many fashion subjects for newspaper, magazine and blog (I am not a fashion writer, but I write about many fashion subjects).

J- Japan + U.S.A. = Fashionably happy countries

K- Kawaii fashion (Japan) or Sexy fashion (U.S.A.)? I like both. I like fashion.

L- Los Angeles is the queen bee of casual fashion.

M- Music + Fashion = Stylish life style

N- Nice people have nice fashion.

O- Old fashioned or New fashion? Anything is good for fashion.

P- Peace + Love = Fashion

Q- Quick image change? Fashion will do.

R- Runway show always gives me joy to write about.

S- Street fashion & Street smart bring the fun trend.

T- Twitter brings fashion news (like this one from LAZR TRADESHOW).

U- U.S.A. has many fun fashion designers.

V- Vintage fashion inspires us artistic feelings.

W- What is fashion? Express ourselves, right?

X- XOXO is a fashion brand name? I guess only fashion business people can make their name cute.

Y- Yoko is my name. My name is Yoko Fujimoto, not Yoko Ono. I am a writer, and I will write about  LAZR TRADESHOW in Senken-Shimbun (major Japanese fashion business newspaper) soon.

Z- Zoo York… See, I can write about fashion subject until “Z”.

See, I have many things to say about why FASHION is important to me and my blog.
I hope you like my fashionably writing style.
Thank you.
Have a good one.

Yoko Fujimoto

And+And the result was… I was the winner! I’ve got a Betsey Johnson bag…!

Yes, fashion is very important to me.

How about you?

By Yoko Fujimoto
Los Angeles April 25, 2014
Copyright © 2014 Yoko Fujimoto 

Wednesday, April 9, 2014

#238- Silver Lake (L.A.) = Hipster [MATHIASEN/Concept Los Angeles] (@SENKEN-SHIMBUN /daily newspaper for fashion business)

After I wrote a column about Silver Lake theme story for Senken-Shimbun website (a major fashion trade newspaper in Japan, similar to WWD and California Apparel News), I visited the Wikipedia page about “Silver Lake, Los Angeles” to make sure the spelling (“Silver Lake” is not “Silverlake”).

As I am Japanese, I am a writer and not a native English speaker, I always triple check for spelling and information for my work.

And I always learn something every day.Today, Yes, I found the interesting information!

Wikipedia page says, “During the 1930s, Walt Disney built his first large studio in Silver Lake at the corner of Griffith Park Boulevard and Hyperion Avenue, now the site of Gelson's Market. As consequence, the name "Hyperion" is of great significance to the Walt Disney Company, with many company entities carrying the name, such as Hyperion Books and the Hyperion Theater in Disneyland.”

Wow… I didn’t know about this. Now I feel like…my “Gelson’s Market” is a special place more than before… they have a special history about their land…! Nice!!

My “Gelson’s Market” (I only shop at this super market. No more “Trader Joe’s” for me, because the customer service girl of “Trader Joe’s” said to me in March 2011, “if you don’t trust us, don’t shop at us!”)… Anyway, “Gelson’s Market (at Los Feliz & Silver Lake location) is my store.

Anyway+Anyway, I would like to share my column with you.I translated the column into English from Japanese below. I hope you learn something from it too. Enjoy!


On Senken+
Updated on April 9, 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: Silver Lake (L.A.) = Hipster

Between downtown L.A. and Hollywood, there is a town called “Silver Lake”.

“If I describe Silver Lake for one word, it’s a ‘HIPSTER’ (this word is popular in the American online dictionary ‘Urban Dictionary’. This word means ‘a young person who follows the latest trends and fashions’)”, Mr. Matthew Mathiasen who is a new fashion designer answered quickly.

Many independent creators such as fashion designers, musicians, actors, artists, writers etc. are living in Silver Lake. Especially the street of Sunset Junction which has unique boutiques and cafes is a cutting edge hot spot in L.A.

The Pool Trade Show which is being held twice a year in Las Vegas and exhibits many new comers’ products was born in this town.

It's not too much to say that you can find the cutting edge things, goods and people in here.

Mr. Mathiasen showed the collection of his lady’s brand “MATHIASEN” ( at the fashion show “Concept Los Angeles” in Silver Lake in mid-March.

The theme of Fall/Winter 2014 of “MATHIASEN” is ‘Tough Woman”. Dress and coat which made of cotton (it looks like a wool) is very easy to care of. These are for people who are looking for a casual, but sophisticated fashion, perfect materials and styles.

Mr. Mathiasen had been trained at stores “Abercrombie & Fitch” and “Betsey Johnson” etc. “I love L.A. because it’s a laid-back city” he said about L.A. He is becoming the forefront of fashion products from L.A.

Photos captions:
(As you know, I don't want to put photos in my blog due to copyright issue etc. If you want to see photos, please visit at

Photo 1:
At the “Concept Los Angeles” ( This show was held in Silver Lake in mid-March during the Fall/Winter 2014 L.A. Fashion Week. This photo is from the collection of Fall/Winter 2014 “MATHIASEN”

Photo 2:
At the “Concept Los Angeles”. Mr. Matthew Mathiasen who is an owner & a fashion designer of “MATHIASEN”

Photo 3:
At the “Concept Los Angeles”. Some photographers and reporters of “Los Angeles Times”, “WWD” and “California Apparel News” in Los Angeles

Photo 4:
At the “Concept Los Angeles”. Pink& red, purple & blue, they are very attracting bright colors combination. “Camelia Skikos” (

Photo 5:
At the “Concept Los Angeles”. Novelty and Sexy, these words are fit for the L.A. brand “Wayward” ( Fall/Winter 2014 collection is inspired by the Fula tribe in Africa (Photo / ©Wayward)

Photo 6:
At the “Concept Los Angeles”. Mr. Mike Vensel who is an organizer of Concept Los Angeles is also a designer of “Mike Vensel”. A poncho is made use of in a dress. It’s a L.A.ish idea.


I found out that there is also a wonderful history of the place (Mack Sennett Studios) where was held the Concept Los Angeles.
Here is the information from the Mack Sennett Studios.

Mack Sennett Studios is one of the most unique stage and still photography rental studios in the world. Built as a silent movie studio in 1916 by legendary producer Mack Sennett, this Los Angeles landmark has played host to countless productions for film, television, advertising, music, fashion and art industries, as well as large-scale events. Over the past 100 years iconic clients such as Charlie Chaplin, Bing Crosby, Universal Pictures, Michael Jackson, Adidas, Nordstrom, Halston, Miramax, Dr. Dre, BBC, Martin Scorsese, Leonardo DiCaprio, Mitsubishi, Pharrell Williams, Justin Bieber, Beats by Dre, David Lynch, among others have graced these well-known stages.”


I hope you enjoyed my blog.

By the way, are you a hipster?

By Yoko Fujimoto
Los Angeles April 9, 2014
Copyright © 2014 Yoko Fujimoto