He loves food. He 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 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 transnational life
Hiroshi Fujiwara was born in Mie Prefecture on 1964.
At that time, Japan coincided with the Tokyo Olympics. 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 full of curiosity about everything.
In the book Harajuku Cowboy, he is even described as the coolest teenager in Mie Prefecture, Japan. He plays on his own skateboard, listens to the song "Sex Pistol" and plays in a country rock band. Maybe he is the coolest young man in western Japan.
In the early 1980s, Hiroshi Fujiwara, who was less than 20 years old, came to Tokyo with a musical dream, went to fashion clubs, and soon became a famous music presenter.
After attending an underground party "London Night", he actually won a free air 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 returning to China, Hiroshi Fujiwara 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 is the first Asian member of the Stüssy tribe; He founded the first Japanese street brand GOODENOUGH…… ... in a real sense ... even fashionable big coffees like Nao Tomomi, Gao Qiao Dun and Virgil Hablot came into public view because of him.
I have to say that Hiroshi Fujiwara has an extraordinary sensitivity to trends, which has attracted many fashion brands and even cross-border brands to cooperate with him.
In Hiroshi Fujiwara, the brand lineup marked by the Fragment Design lightning sign ranges from Nike HTM and Levi's to Louis Vuitton and Bulgari, as well as Sony, Pokemon and Starbucks, and even Nankai University is on the list.
Of course, in Hiroshi Fujiwara's continuous cross-border, people also find that this cool uncle, who has worked hard in the food circle, has become more and more popular with his unique paranoia about details.
It is a fashion icon and a gourmet.
Recently, it is not only his co-branded AJ3 sneakers, Bulgari basic watches, bags and other limited editions that Hiroshi Fujiwara has caused a heated discussion in the tide circle. A few months ago, CONVENI, the fashion concept store he was in charge of, closed its store in Japan, but it went to China in the form of flash, doing pop-up activities in Beijing, Shanghai, Taipei and Chengdu, which made a large number of fans flock to it.
In this flash space, which almost copied Yintai's original store, Hiroshi Fujiwara can show the brain hole of food to the fullest: for example, a seemingly ordinary drink was found to be out of weight at the moment it was picked up, and only after it was opened was it found to be a plastic bag.
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 has been trying to apply "lightning magic" to food since his early years: in 20 19, CONVENI sold a set of limited spicy chicken crispy noodles signed by him and BABY STAR.
Before building this fashionable convenience store, Hiroshi Fujiwara and his partner Nobuo Araki transformed the park? Inginza, which reproduces the scene of the famous cafe Café de Ropé in the 1970s. Even after the introduction of the iconic toast, it was very popular.
Not only that, he also likes to eat chicken. He once built a joint-name limited store in 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 match different seasonings and cooking skills with chicken parts.
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 consecutive years and rushed into the top ten in the world in 20 17, and launched a grapefruit and pepper-flavored 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 build a limited-edition coffee shop "Starbucks B", 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 senior gourmet, because besides cooperating with physical stores, he also shares all kinds of delicious food in UOMO magazine and the column of fashion website "Color Ring".
Some fans will hold a midnight snack in one hand and open the Japanese website "Shi Shi" which provides restaurant guides and food reviews in the other to check Hiroshi Fujiwara's account.
In this regard, he simply debuted as a food blogger. No matter whether it is Chinese food or western food or a combination of characteristics, he has traveled all over the world from Michelin-starred restaurants to street shops. These dabbles in food are no less than his achievements in the fashion 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 perceive different cultures around the world in such a primitive way. 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 barriers.
"Designers face materials and chefs face ingredients, but the same thing they are doing is thinking about how to interpret their thoughts and emotions in different national cultures through different themes in the corresponding seasons."
During the whole 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 will now laugh at him as a "stamping machine", but he still insists on his own way, which 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 putting 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 silkworm cocoons as raw materials, 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 deconstructs and reorganizes the cocoon through technology, and then makes it into new delicious and nutritious ingredients.
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 and sales to restaurants, this project can be said to be a breakthrough, and it sounds very Hiroshi Fujiwara.
This unconventional breakthrough has tested people's acceptance and reaction to new fashions and trends, and Hiroshi Fujiwara's pioneering exploration from music to design to food continues. From the past to the present, Hiroshi Fujiwara is still the coolest boy in Japan, despite his gray hair and wrinkled face.
Nowadays, cross-border food in the 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 the mouth of pleasure.