interview with fashion designer akinori isobe

“Novala is such a nice person…and very thoughtful about his word choice when he talks. Having a distinctive aura, he is sometimes like a boy, sometimes like a grownup… pretty different from nerds like me…  Akinori Isobe

Q: How did you feel about seeing the character of yourself in Kamikaze Girls?

The character in the movie is the CEO/Designer of Baby The Stars Shine Bright and has my actual name, so many people might think that the character is the real me, but it is not. The character Akinori Isobe is purely the author Novala Takemoto's imagination. My real character is just a plain “otaku” old man. I'm bewildered by the response, really.

Q: You collaborate with the author Novala Takemoto in producing clothes and accessories. How did you first meet him? What do you think of him?

Novala has visited our shop in Daikanyama very often since it opened 4 or 5 years ago. At that time, BSSB was comprised only of me, my wife, and one designer girl. Our company is still running on a small scale, but it was much smaller then and merely nominal, so I used to work shifts alongside our employee as a sales clerk, wearing a Gobelin suit like the one in the movie (just kidding, I never wear Gobelin suit!), and met Novala. We ended up with developing empathy for each other, and love…(just kidding again!).

Novala is such a nice person, always coordinating perfect clothes in a fashionable way, and very thoughtful about his word choice when he talks. Having a distinctive aura, he is sometimes like a boy, sometimes like a grownup…pretty different from nerds like me…(Laugh)…I am very happy that he has been very friendly to me.

Q: When did you start designing Lolita clothes? Was there any designer who influenced you?

When I started the company with my wife, we weren't selling Lolita clothes during the first year. But it didn't go very well, and I knew it was because I wasn't selling what I really liked. At that time, there was a shop dealing with Lolita fashions that was one of our customers, and I wondered if I could make Lolita clothes for them, which was also what I really wanted to do. I finally started designing Lolita clothes I liked 15 or 16 years ago. The designer who influenced me is Atsuki Ohnishi. My wife and I came from his design company. I still think he is the true pioneer of today's Lolita fashion in Japan.

Staff of Baby, The Stars Shine Bright

Q: Now fans of Lolita fashion are growing in Europe and the U.S. as well. Do you have customers from overseas?

We receive orders or inquiries about 10 times a week from the U.S., Spain, Holland, Hong Kong, Korea and many others.

Q:Are you planning to go to the market abroad? Any plan for opening the English language Website of BTSSB?

I am very interested in entering the market in the U.S. and Europe. We are currently planning to make the official English website for BTSSB.

Q: In the movie, Momoko says “I can learn a lot of things from wearing the clothes.” What message do you want to deliver through your clothes?

Also in the movie, Momoko's grandma says “Go your own path.” That is very close to what I want to say. It is you, not others, who decide your own notion of beauty in your way of dressing. I would say my message is, like the old Japanese virtue, “Keep your samurai spirits.”

Baby, The Stars Shine Bright is a Tokyo design house. It is currently one of the most popular brands of Lolita Fashion in Japan. BTSSB was established in 1988 by Akinori Isobe and his wife Fumiyo.

BABY, THE STARS SHINE BRIGHT DAIKANYAMA (Company Store):

20-23 Daikanyama-cho
Daikanyama Tokyu Apartment 1st floor
Shibuya, Tokyo, Japan
TEL / (+81) 3-5459-6687
OPEN / 13:00 - 19:00
3 minute-walk from Daikanyama Station at Tokyu Toyoko line.

For customers in US:

Order from overseas at this link:
www.babyssb.co.jp/shopping/english.html
Official BTSSB Website:
www.babyssb.co.jp (Japanese)
www.babyssb.co.jp (English translation by Google)