Why luxury brands Gucci, Chanel and Hermès are crazy for Japanese models like Kiko Mizuhara and Rina Fukushi

Japan’s role in shaping sartorial trends can be traced back to as early as the year AD794, when the first form of the kimono appeared, making the country one of the earliest in Asia to leave a modern mark on the international fashion scene. Revolutionary designers like Yohji Yamamoto and Comme des Garcons have challenged western tailoring codes and injected a fresh stream of creativity into the mainstream.

Now, a new generation of Japanese models are going against the flow, showcasing strength and attitude in style by striding the runways for Western luxury labels like Gucci, Chanel, Hermès and Louis Vuitton. Here are four faces commanding international fame.

Rina Fukushi

Fukushi was born in Manila to a Japanese-American father and a Filipino mother. Growing up in Tokyo, the place she calls home, was rough because she felt left out and often got teased for looking different to her classmates. Her first walk was for Louis Vuitton in 2016, and in the years since she’s had the call from Alexander Wang, Marc Jacobs, Giorgio Armani, Kenzo and Dolce & Gabbana. She has graced five magazine covers and has campaigned for H&M, Revlon, Mac and Anteprima.

Miki Ehara

Ehara was discovered by a photographer while she was working in a sporting goods store in 2017 – and then appeared on a Louis Vuitton show in the same year, soon followed by Hermès, Dior, Elie Saab and Fendi. What shot her up to fame so fast? Her tousled hair and cool-girl attitude definitely have earned her a special space in the crowded model sphere. With six magazine covers tucked under her belt, including one from Vogue Japan in 2019, Ehara is the face to watch.

Kohei Takabatake