He loves food, opened a food column in fashion magazines, and later opened a restaurant across the border. Now he integrates the design of food IDear into fashion, and shares his experience of punching in global food on his fashion website and social media with similar public comment function. The true identity of this fashion master is called "Japanese Cai Lan" by China fans, and he is communicating with the world in his own way.
Hiroshi Fujiwara's legendary cross-border life
Hiroshi Fujiwara was born in Mie Prefecture on 1964.
Japan coincided with the Tokyo Olympics at that time. Not only has its economic construction developed rapidly, but for a long time, the introduction of western culture and trends has also continuously influenced contemporary teenagers. Especially the fresh European and American music, deeply attracted Hiroshi Fujiwara who was curious about everything.
In the book Harajuku Cowboy, he is even described as the coolest teenager in Mie Prefecture, Japan. He plays skateboarding, listens to the song "Sex Pistol" and plays in a country rock band. Maybe he is the coolest young man in the whole West Japan.
In the early 1980s, Hiroshi Fujiwara, who was less than 20 years old, came to Tokyo with his musical dream, hung out in fashion clubs and soon became a famous DJ.
After attending an underground party "London Night", he actually won a free ticket to London with a strong accent, but no one expected that it was this life in a foreign country that made him realize the interesting relationship between fashion, music, art and life.
After Hiroshi Fujiwara returned to China, he not only brought hip-hop culture into the Japanese pop circle, but also spread street culture with clothing as the carrier, and the influence of fashion godfather was out of control.
If you insist on labeling him, many firsts may be won by Hiroshi Fujiwara: he established the first Japanese hip-hop brand Major Force；; He was the first Asian member of stussy tribe; He founded the first Japanese street brand GOODENOUGH…… ... in a real sense ... even trendy big coffees such as Nagano Tomomi, Gao Qiao Dun and Virgil Hablot came into public view because of him.
I have to say that Hiroshi Fujiwara is unusually sensitive to trends, which attracts many fashion brands and even cross-border brands to cooperate with him.
In Hiroshi Fujiwara, the brand lineup marked by Fragment Design Lightning LOGO ranges from Nike HTM and Levi's to Louis Vuitton and Bulgari, as well as Sony, Pokemon and Starbucks, and even Nankai University is also on the list.
Of course, in Hiroshi Fujiwara's continuous cross-border, people also found that this cool uncle's "serious cultivation" in the food circle, with his unique paranoia about details, is more and more deeply rooted in people's hearts.
He is a fashion icon and a gourmet.
Recently, Hiroshi Fujiwara's hot discussion in the tide circle is not only the limited edition listing of his joint AJ3 sneakers, Bulgari basic watches and bags. A few months ago, CONVENI, the fashion concept store he was in charge of, closed its store in Japan, but in the form of flash, he went to China to do pop-up activities in Beijing, Shanghai, Taipei, Chengdu and other places, which attracted a large number of fans.
In this flash space that almost copied Yintai's original store, Hiroshi Fujiwara can be said to show the brain hole of food to the fullest: for example, a can of seemingly ordinary drinks is found to be of wrong weight at the moment it is picked up, only to find that it is a plastic bag after it is opened.
Packages that look like rice balls are neatly placed on the shelves, and a closer look turns out to be lovely towels. There are some things that look like desserts, but they are actually candles, which many girls can't put down.
In fact, Hiroshi Fujiwara tried to apply "lightning magic" to food from his early years: in 20 19, CONVENI sold a set of limited-edition spicy chicken-flavored crispy noodles jointly signed by him and Xiaoxing.
Before building this fashionable convenience store, Hiroshi Fujiwara and his partner Nobuo Araki transformed the park? Inginza reproduces the scene of a famous coffee shop in the 1970s. Even after the introduction of the iconic toast, it was very popular.
Not only that, he likes to eat chicken, and he once built a joint limited store in the beef kitchen, a popular restaurant in the black area of Zhongmou, Tokyo. He is particularly involved in the decoration style, BGM, and even how to use chicken parts with different seasonings and cooking techniques.
In order to have more unique dishes, he also communicated with the chef, and then introduced summer desserts such as almond tofu, grapefruit jelly and red bean popsicle.
With this experience, Hiroshi Fujiwara cooperated with Gaggan, a two-star Michelin restaurant, which ranked first in Asia for three years in a row and entered the top ten in the world on 20 17, and launched a grapefruit and pepper chocolate, which was simply in short supply in the market. It is worth mentioning that as early as 20 1 1, Hiroshi Fujiwara joined hands to create a limited coffee shop "B-end Starbucks", and it is not surprising that some coffee cups are jointly launched almost every year.
Seriously, it's no exaggeration to call Hiroshi Fujiwara a veteran gourmet, because he not only cooperates with physical stores, but also shares all kinds of delicious food in the column of UOMO magazine and the trendy website "Lust, Caution".
Some fans will hold a midnight snack in one hand and poke at Hiroshi Fujiwara's account on the Japanese website "Shi Shi" which provides restaurant guides and food reviews in the other.
On that, he simply made his debut as a food blogger, and his footprints spread all over the world, from Michelin-starred restaurants to street shops, regardless of Chinese food and western food or the integration of characteristics. These dabbles in food are no less than his accomplishments in the trend world.
Communicate with the world with delicious food.
The relationship between fashion and food has always been inseparable, and both individuals and brands can get inspiration from it.
For Hiroshi Fujiwara, it seems that he is now more willing to use this primitive way to perceive different cultures around the world. He himself has mentioned more than once that food and fashion have the same effect, and he communicates with the whole world through food without obstacles.
"Designers are faced with materials, and chefs are faced with ingredients, but the same thing they are doing is to think about how to interpret their thoughts and emotions in different national cultures through different themes in the corresponding seasons."
Throughout the development of Hiroshi Fujiwara, the godfather of fashion, he has been trying to innovate and cross more categories, so that some people who don't like him now will ridicule him as a "bronzing machine", but he still goes his own way and looks like he is doing some kind of experiment.
He said: "I like working with different people, regardless of age, race or even design style. I think the exchange of ideas and knowledge is very important, not just to put the brand Logo together. " These cooperations are not so much joint names between brands as "experiments" at the level of thought and attitude.
In 2020, Hiroshi Fujiwara participated in a silk food joint venture with cocoon as raw material, which may be another new chapter in his food experimental project. The ingredients of this "silk food" come from the high nutrition of silkworm cocoons. The brand side deconstructs and reorganizes the cocoon through technology, and then makes it into a new food with high nutrition and delicious taste.
From solid and juicy hamburgers, delicious soup and Q-bomb pasta to soft cakes, delicious snacks and even pizza, there are new challenges in the simulation of color and fragrance.
Compared with previous experiments from food packaging sales to restaurants, this project can be said to be a breakthrough, which sounds very Hiroshi Fujiwara.
The unconventional breakthrough tests people's acceptance and response to new fashions and trends, and Hiroshi Fujiwara's pioneering exploration from music to design to food continues. From the past to the present, even though this cool "teenager" has gray hair and wrinkled face, Hiroshi Fujiwara is still the coolest boy in Japan.
Nowadays, cross-border food in fashion circle has long been a trend, but anything fresh and fun will soon be accepted by the market. But as Hiroshi Fujiwara said, consumers and the market expect not only the superposition of LOGO and LOGO, but also more interesting artists to bring more creative food lifestyles to the market.
Explore the true meaning of life from color, fragrance and meaning, and return to respect for nature from pleasant mouth.