Infinite footwear combinations. Stylist Masaaki Ida shows the “Now” in his Tokyo edition style collection

You work with a broad range of genres, but is there anything that you focus on in styling across the board?

Whether you work with a brand or a magazine, it's important to think deeply about the intentions of those involved and what you think when you actually see the items. I think my goal is to represent the “now” ­– what I feel in the moment that I look at the pieces.

What do you mean by reflecting the “now” in your styling?

It seems that since 2020, when it wasn't easy to go out or see people, fashion and branding visuals have become brighter and more positive, rather than modest and crisp.

People hold on to and want different things depending on the times. That’s exactly why changes come about with fashion. Depending on the direction that the creator takes, it can have a good impact on people and even society.

It always starts with people. If you really lean into what they are feeling at the time, you could probably even read the “now” from their expressions.

I hear that you usually wear On shoes? What do you think about On?

They’re not only comfortable to wear, but the unique colors and soles are good too. The organic colors, known to Swiss brands, multiply the fun in coordinating your fashion.

Your style collection gave us a glimpse of everyday shots that feel warmer than those seen previously with On.

On shoes come in a huge range of categories, defined by the tech used in their design – for the roads, for trails, for training. In this shoot, I purposefully set the mood with a free style that’s a bit more fun.

Is there anything that you are particularly interested in with your styling?

I want it to break the mold.

When I first became independent, there were a load of fashion overtures that defined masculinity as this and adulthood as that. But now, new values are becoming more and more acceptable. It multiplies the freedom and the fun when you offer different aspects as well as the previously established conventions.

You know, On shoes are designed to maximize performance – but if the person who wears them is simply inspired by the design and ends up with a chic outfit, that's a great way to dress up and embrace one’s unique style. Even with my knowledge of fashion patterns and backgrounds, I hope I can convey the joy of styling in an open-minded way, without getting caught up in it.

Is there a look that you are particularly fond of?

The Cloud is the essential that On’s best known for, so I really wanted to emphasize it and its everyday wearability in the outfit. I’d be happy if it evokes the duality of one item– it’s casual yet elegant, offers variety for your outfit and creates an opportunity for people to express themselves.  

Do you have any advice on how On shoes should be incorporated into outfits?

Try anything! On shoes have high functionality with a specific aim – running. At the same time, another feature of this brand is that that it incorporates elements that can be freely brought into everyday life with their own interpretation and thoughts.

This style collection is a proposal for “how you can wear them” rather than a set guideline like, “This is how you should wear them.” People grasp things in different ways depending on their situation and perspectives. I would like them to avoid getting stuck in a mold and just try to enjoy wearing things.

Masaaki Ida, Stylist

Born 1986, Masaaki Ida went independent in 2011. In addition to working on styling for fashion magazines, advertisements, and brand catalogs, he is active across multiple fields, including serials across various media.

Instagram: https://www.instagram.com/masaakiida/