Feature

LC JOURNAL vol.7

“PLAY ELEGANCE.”
LANVIN COLLECTION

LC JOURNAL

French Beauty,
Japan in the Moment

VOL.7

TOKYO,THURSDAY,May 14, 2026

Takayuki Oshima x Shogo Kosakai

Carefully loved eleganceanda chance encounter

SPECIAL DIALOGUE

MAIN PHOTO

A series of conversations between Creative Director Takayuki Oshima and people connected to the Lanvin Collection. This time, we welcomed Shogo Kosakai, who served as the art director of the lookbook.
From his thoughts on this lookbook, to the future of the Lanvin Collection, to his recent interest in flowers. We talked deeply and widely.

  • Takayuki OshimaTakayuki Oshima

    director. He has built a career at department stores, select shops, and collection brands, and has directed and worked as a VM for domestic and international fashion brands. Established Cuatro LLC. in 2024.

  • Shogo KosakaiSyogo Kosakai

    Representative of Siun Co., Ltd. Focusing on editorial design for magazines and catalogs, in recent years he has also been active in everything from concept design to corporate VI, web design, and movie direction.

Build up the essence of your brandcreative

The request to Mr. Kosakai is:It was an instant decisionOshima

I understand that photographer Taro Hirano was the one who offered you the art direction for the lookbook, but could you please tell me more about that process?

Kosakai

In my image, Taro is from the street side of skateboard culture. It's been a while since we met, but I think we happened to meet again around that time and we connected because we remembered each other. It seemed like the shoot would focus on fashion.

Oshima

Since the premise was to make it into paper (a book), I said that I thought it would be better if it was easier for Taro to handle everything, including the design and binding. The immediate response was, ``Kosakai-kun would be a good choice.''

Kosakai

Oh, is it true?

Oshima

When I saw the URL you sent me, I thought, "Oh! I know, I know," so I contacted you.

Kosakai

I had an old copy of Works.

Oshima

Many years ago, I received a very impressive lookbook at an exhibition for another brand. I thought this brand was amazing, and it just so happened that it was Mr. Kosakai's work. So, I knew about Mr. Kosakai's work indirectly.

Kosakai

I'm starting a brand and I'm spending a lot of money on it... When it comes to how to make an impact, let's make something luxurious! That's why I created this book. Knowing that you knew this, when considering the specifications, I thought it would be better to have a solid binding rather than just plain binding.

I thought it would go well with Mr. Oshima's manufacturing style.I thought about itKosakai

The French outfit was also your suggestion, right?

Kosakai

When the product arrives, I want it to feel like it's a little different from others. I suggested that French clothing would be a good idea.

Oshima

Lanvin is a French brand.

Kosakai

I also thought a little about that relationship. Also, it's polite. When finishing the final product, I wrap it with a sheet of paper. I thought that the way it was made would match Mr. Oshima's way of making things.

Oshima

When I heard the name of the binding, I thought, "Oh!" I thought it was persuasive in many ways. Creating a brand is an accumulation of these things.
I think it has been developed so deeply that I would like to create content that only introduces this book.

Kosakai

It's hard to feel this size. First, Mr. Oshima told me that he wanted to show off the clothes properly, so I thought about the size, considering whether to arrange the photos horizontally or vertically.

Oshima

After putting a lot of thought into it, I often end up thinking, ``Oh, I guess I'll send this by mail...'' (lol) It would be a non-standard-size mail, so it was quite difficult to include the envelope, but I still wanted to somehow deliver it in this form, so I went ahead with it.

Kosakai

I hadn't thought about that (lol). I think it's valuable and I'm grateful because there are fewer people who make paper media this well.

Oshima

There's an interestingness and composition that can't be achieved without paper. When scrolling on a smartphone and turning pages, the images appear differently, and the way your eyes follow them is also different. It's not good or bad, it's not something completely different.

Kosakai

That's right. They have different uses, right? The purpose of paper and web is different.

Oshima

I believe that print media is memorable, deepens understanding of the brand, and makes discoveries, so I think paper media should exist and be interesting.

Kosakai

You can always look at a website, but you can't come across it by chance. But printed matter is a chance encounter. For example, a child might find it on a bookshelf 20 years later. I think it's very valuable.

What is important isvisibleOshima

The Lanvin Collection has the concept of ``PLAY ELEGANCE.'' Mr. Kosakai, what kind of things make you feel ``elegance''?

Kosakai

Before that, can I ask you one thing? This time I went out of my way and shot everything on film, but what do you think?

Oshima

When I received the proposal, I was looking forward to seeing how it would turn out. In a good sense, we are moving forward by sharing the idea of ​​``don't cross this line.''

Kosakai

Whether it's paper or film, there's something primitive about it, right? Artificial things are good, but nature is also good. Paper, film, and photographs all deteriorate. But that's not a bad thing, it's a good thing. Lately, I've been feeling that this is what luxury and elegance is all about. Can a newly built commercial facility be called elegance? Is luxury and elegance only about spending money and pursuing it? I've always thought that. The things I like are not like that, but things that have been going on for a long time, have old townscapes, and have a sense of being grounded. Even though it's new and not shiny, I think it's elegance that it's being used cleanly. This book will remain forever, right? 10 or 20 years from now, the photo will be faded or the surroundings will be yellowed, and that's not something you can make, so it's okay. I feel that this is especially important right now.

Oshima

As we were rebranding, we talked about how it's okay to be ``fast, big, strong, and convenient,'' but it's also ok to be ``old, slow, troublesome, and time-consuming.'' I think that being polite, being loved, and being cared for can be seen in the eyes.

Kosakai

Ah, certainly.

what you really likelooking forOshima

Oshima

I think the atmosphere and intuition are experiences, so I have a feeling about it. When I go to my favorite ``Japanese Folk Crafts Museum,'' I see my grandparents talking with each other. When I see someone who has been in my life talking with sparkling eyes, I sometimes think that even though I don't feel anything, that means I can't see it yet. Since then, I have made it a point to visit all the exhibitions at the Japan Folk Crafts Museum.

Kosakai

That's wonderful.

Oshima

By doing so, you will be able to see the context of the world that you like. I can't find it when I search on the web, so I want to experience it in person. I believe that everything has something interesting about it, and I am also attracted to things that are uneven. Maybe he's looking for his true "like" regardless of genre.

Kosakai

By the way, over the past year or two, I've started to like flowers. How old are you? (laughs) That's also why I wanted to include flowers in my second lookbook. I think flowers that grow locally are better than the fancy ones sold at flower shops. The flowers that (stylist) Ms. Hayashi brought were flowers that seemed to be blooming close to me, giving me that feeling. That made me happy.

Oshima

Yes, there is. I feel happy that we can communicate with each other.

Kosakai

I think it also has to do with the way you dress. Isn't there something like "It's a bit strange"? I don't want that to happen.

Oshima

Was there anything that made you fall in love with flowers?

Kosakai

I started choosing flowers myself for photos and it went from there. I suddenly remembered that when I was in my 20s and working as a production manager at a commercial production company, I went to Paris for a photo shoot with flower artist Azumashin. Maybe that's why I thought flowers were cool at first.

When choosing a brand,With this lookbookKosakai

The bold cropping on the cover is impressive, could you tell us the purpose behind it?

Kosakai

The first time, I was creating a rough proposal to present to everyone. I chose it as an extension of that rough sketch, but for the second time Mr. Hayashi improvised the styling on-site. I chose it because I thought, ``This styling is wonderful,'' and I also liked the atmosphere in the photos Taro-san took. At this time, you only released one pattern, right?

Oshima

That's right.

Kosakai

With this! and. I like photo books, and I think I like the ones that have a photo on the cover. I feel like I'm making it myself. Of course, I differentiate myself from other jobs (lol).

Oshima

It's rare that there's only one proposal, and it's also rare that everyone agrees to that one proposal.

Kosakai

Certainly. Everyone responded immediately.

Oshima

I was like, "Is that so?" As I mentioned before, close-up details are not usually featured on the cover of a lookbook. It's not a pattern that symbolizes the season, nor does it suggest how to wear it.

Kosakai

I thought this styling was very modern. During the shoot, we had talked about wanting to photograph this area, so there was no hesitation. Why choose this brand when there are so many fashion brands? I think it would be great if a lookbook could be used as a reference when doing so. Isn't this shape and design available elsewhere? So I hope it leaves an impression.

Oshima

I think sharing this way of thinking is important when it comes to branding. I would like to hear from all the staff involved.

It seems like you are choosingselectedKosakai

Kosakai

It is also important to think about content that will interest people. Not only is the design cool. There is such a binding! I think it's okay to say that.

Oshima

This lookbook is a great introduction to the Lanvin Collection. I would be happy if it led to an experience that would broaden your interest not only in clothes, but also in photography and binding.

Kosakai

That's essential. It may be a small trigger, but it affects the way a person lives their life. I thought that the people who choose the Lanvin Collection would become more fans if the content was about people who live like this.

Oshima

Trust in the brand. Because of this way of thinking and quality, we want people to think that our products are also good. Everyone is busy these days, so I think it's great service to have everything in one place instead of shopping at various stores.

Kosakai

Changing the topic a bit, Shibuya Seibu will be closing down. I feel like culture is disappearing more and more...

Oshima

You used to incubate various brands.

Kosakai

I think it's sad that it's coming to an end.

Oshima

I really remember getting my coming-of-age ceremony suit and boots at Shibuya Seibu. As the name department store suggests, I don't think there is any other place where you can find items that suit a certain aesthetic sense.

Kosakai

It's a curated museum. As things are becoming more diverse these days, many people may not be able to fit into curation because their tastes are so different. This one is good, but that one is different.

Oshima

I think there is also the aspect that there are so many options that it becomes difficult to understand.

Kosakai

There are a lot of recommendations on SNS, but it seems like you are choosing it and it is being chosen. I feel like it's closed off. Things like ``this is great'' are no longer happening all of a sudden.

Although it is madeI like the natureKosakai

Is there anything you are conscious of when creating a lookbook?

Kosakai

I think design is important in a lookbook, but I also place great importance on the process of creating a photo, such as styling, hair and makeup, and posing the model. Among them, I liked cuts that captured styling details and cuts with a simple back view. I like that it's made but natural.

Oshima

It's salted plum, isn't it? It's a little different from nature, but it's something that's made... I think words are difficult.

Kosakai

I always worry about how to communicate with foreign models from different cultures and convey my mood. I try to talk as much as possible, but... I have a shoot scheduled for fall/winter 2026 next week, so I guess I'll go to Paris next week (lol), but even if it's just a joke, I think it's good for people involved in brands to know about France.

Oshima

There's a difference between doing something knowingly and doing it without knowing it.

Kosakai

That's right. Are you actually looking at the real thing? This has become a project that I really want to realize. Filmed in France!

Oshima

That's right... (lol) See you next time!

Materials that achieve the ideal finishSelected from each countryOshima

Imported fabrics and Japanese fabrics are not better or worse, but they have different smells. I believe that no matter how hard you try to imitate the texture of European brands, you cannot reproduce them because the climate, history, and culture are different.

A flower arranged casuallybe healedKosakai

Originally, I wasn't that interested in flowers, but a friend of mine started a subscription flower shop. They bring it to me twice a month and keep it alive. After that, the atmosphere in my office room changed a lot, and I started watering the plants as well. I also like choosing things for my own home, so I sometimes buy them.

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