Tokyo
Effie Villagoméz is a Creative Director and Stylist based in London, UK. The story Tokyo was shot in collaboration with a Paris-based photographer Léo d’Oriano. The shoot took place in the city of Tokyo. The story depicts the Japanese changing and transforming culture during the last decades concentrating on the colors and traditional Geisha make-up redesigned to fit the modernist’s perspective.
Dasha Shevik and Yuki are the main characters and models who add the emphasis of today's youth intervening with the old norms and changing the entity of the past to fit the present.
Yoyogi Park and Meguro create a connection between nature and the urban reality of the city. Models resemble the mythical characters from the Japanese story tales, as the creatures living in the natural environment brought forward through sophisticated styling and make-up those creatures represent a part of the new spirit of Japan.
Direction and Style Effie Villagomez Photography Léo d'Oriano Make up Yuka Hirata Hairstyle Hayate Maeda Fashion Assistant Sena N'Singi Makeup Assistant Lee Hyang Soon & Yuka Iseki Model Dasha Shevik at Muse Management NYC & PRM Model Agency London & Yuki
‘Following my study of cool hunting, I essentially made a quick decision to visit and explore the city.’
Tell about the idea for this editorial and the fascination with the Japanese culture.
Well, I wasn’t aware of the actual culture in Tokyo until I visited recently — books and magazines are just a small reference to their lifestyle.
I liked the idea of visiting Tokyo. Being in Tokyo seemed to have been the trend this past spring as many people I am familiar with were there. Following my study of Cool Hunting, I essentially made a quick decision to visit and explore the city.
I had checked Instagram and was surprised that the photographer who did the shoot was there too. Though I had never met him before, I follow his work, and we both liked the idea of being there.
‘Of course, geisha make up was included as a reference.’
Let's speak about the merge between the Geisha make-up with a twist to a modern edgy look (that features the heavy black lines of the eye and the mask-like theatrical coverage) creating a new perception of the face.
I like to always include something fun for the make-up references—I usually work with a make-up artist who can be just as crazy as I am with just a few references, but I also like to give my team a chance to feel free to create. That’s when the magic happens.
Of course, Geisha make up was included as a reference. We know that the concept comes from a very traditional aspect in the culture, but there’s also a very brave as well as expressive side which deserves to be explored in an avant-garde way.
How would you describe working with Dasha on set and generating ideas for the specific character, her emotions, and story?
We worked together before. She understands my direction very well, and she knows what she is doing, so it is easy to work with her. Though I'm always there, doing the poses myself, she goes even further from the references. We have fun doing it.
Tell about some of the stylistic decisions with the color of the outfits and the separation between the two characters in terms of styles chosen.
Well, I guess I’m always working with what is on hand.
I found all these amazing Japanese designers whose palettes I worked with, but I like to contrast or to go monochrome with different textures and prints until I feel satisfied.
I like to build shape and transform the original design, but I also like to keep some few looks that are statement pieces, and then I make it stronger from their natural shape.
What are some locations you shot at, the forest and the beautiful neighborhoods?
Léo, the photographer, and I really did plan well. We scouted for two days the different areas in Tokyo.
I knew at the beginning that I wanted a bit of the city and nature, but Leo showed me Meguro — a neighborhood that isn’t too posh nor too rough. I fell in love with the palette of colours around me. Leo was happy with the outcome too.
We did Yoyogi Park and Meguro.
