Hiroshi Fujiwara and "Bunshun-ho" tabloid managing editor Manabu Shintani talk about branding theory in an era of extreme change: Part 2


 30Hiroshi Fujiwara, the founder of fragment design, has been a leading figure in the fashion scene for over 30 years.​ ​​ ​Meanwhile,​ ​Manabu Shintani, the managing editor of Shukan Bunshun, is the creator of the so-called "Bunshun-ho" (Bunshun-cannon) tabloid scoops. After he became editor-in-chief of Shukan Bunshun in 2012,​ ​he turned the magazine into a huge media outlet now known to represent journalism in Japan.Manabu Shintani, the creator of the Bunshun Gun and the current editorial director of the magazine, has never met."Brand theory" required in the coming era, where key persons who lead the era talk.​ ​This interview is brought to you by Ring of Colour in cooperation with JBpress autograph. In the first part of the​ ​Then, we will send you all 3 volumesIn vol.2, Enon Kawatani, Yukio Mishima, and UNIQLO will be the topics. Then, we will unravel the brand Hiroshi Fujiwara from Shintani's point of view.

Photography by Ko Tsuchiya / Interview & Edit by Esuke Yamashita & Mio Koumura

Hiroshi Fujiwara and "Bunshun-ho" tabloid managing editor Manabu Shintani talk about branding theory in an era of extreme change: Part 1​ ​

■ After "Bunshun Gun" learned from Enon Kawatani

Fujiwara:​ ​Does the "Bunshun" brand sometimes save somewhere so that it doesn't become a major player?

Shintani:​ ​It would be quite difficult if the Internet became so widespread. It spreads incredibly and is out of our control. For example, Becky's affair didn't want to do that much damage to her. It happened that the love that the likable talent, who had no rumors about a man, was scorching himself was a love that couldn't be helped. What's more, I intended to write that the band name of the other party was "Gesu no Kiwami Maiden." It was a little interesting, but wasn't it a big deal?

Fujiwara:​ ​It has spread a lot. I ate dinner with Enon Kawatani last week, but when I said, "I'm going to talk with the editor-in-chief of" Bunshun "next week," the topic of the people there changed. "Now, I'm leaking everything, so I have memory" (laughs). Eon-kun has never apologized, but he is the type who can use it as a tailwind, and he is good at it. In the first place, I didn't do that much sin.


Shintani:​ ​That's right. As you say, are Ken Watabe and Enon Kawatani so bad? When. We don't mean to condemn, but I feel regretful that it has happened as a result.

"Weekly Bunshun" is a work of stupidity and shallowness behind human beings.I don't want to deny the 〟part, but rather I want to affirm the human odor and fun of saying," I understand, but I can't stop. "Feelings are at the base.

Mr. Kawatani is a person who understands very well in that sense, and if you get in touch with me that you would like to shoot your own music video in the editorial department of "Weekly Bunshun", please do. I had him sit in my editor-in-chief's seat. That's a welcome at all. Because we are not denying his way of life or personality.

Fujiwara:​ ​It would be nice if we could get along like that. It is unavoidable to be able to take a scoop because it was the person himself, but I feel that the behavior after that is very important. Isn't that also the branding of the person himself? Eon-kun is from "Gesu no Kiwami Maiden."That songIs like an affair song, and he said that even if other people have an affair, music will be played and royalties will be charged (laughs).

Shintani:​ ​I'm really hungry.

■ Suspicion of lossAnd Yukio Mishima

Fujiwara:​ ​I'm a sect who doesn't want to have an affair and wants to leave it alone. But lately, that's the main thing, and I think it's certain that it's different from the original position of the media called "Bunshun" as a deadly worker. So, the corruption of the last legislator and the old daysSuspicion of lossIn an article likeRegarding that, I want you to go bang bang even if it doesn't sell.

Shintani:​ ​If you read each issue properly, you will understand that you are not doing only affairs, but in the end, only articles of that kind will be spread by other media, so that kind of impression will be stronger.

Originally, the stance of "Bunshun" was to convey things that could not be written or read in newspapers or television. The biggest reason it became famous was198182Kazuyoshi Miura's alleged bullet, which was reported over the years〟、Suspicion of loss"was.

Fujiwara:​ ​I have been to dinner with Kazuyoshi Miura. My friend was Miura-sanFull ham roadBecause I was working at a shop called.

Shintani:​ ​Eh! Really.

Fujiwara:​ ​Once upon a timeTamio KageyamaI was doing radio, and I was also taken care of by his office. Mr. Kageyama was named "Furuham Miura" in the "Our Hyokin tribe" at that time.When Mr. Miura himself appeared at the live he held in Harajuku, I also went up to the same stage. After that, Mr. Miura died after all, but did "Bunshun" continue to follow?

Shintani:​ ​I was chasing. You died in a prison in Guam, didn't you?

Fujiwara:​ ​It was supposed to be suicide, but did you find out about that mystery?

Shintani:​ ​You still don't know much about that incident. Even so, Mr. Fujiwara is familiar with underground information! No matter what I say, I feel like "I know that."

Fujiwara:​ ​I like that kind of story. As expected, "Bunshun" has few underworld stories like "Shukan Jitsuwa", but isn't there a protest from right-wing groups?

Shintani:​ ​There aren't many right-wingers these days, but protests and blackmails are still common. There is also the danger of confinement and physical violence, but I am hungry. By the way, when I interviewed the top of the gangsters in conflict, I still vividly remember that the pockets of the young people's sweatpants were swollen in the shape of a pistol. Moreover, after that, the number of the organization interviewed together2,number3Were all shot dead.


Fujiwara:​ ​It's like a movie.

Shintani:​ ​The most pale scene since I became the editor-in-chief was the former boy who was the criminal of the sake demon rose case.AAn article that follows the present of. Former boy wearing a stab vestAThe reporter who hit directly said, "I wonder if you are betting your life, because I remembered your face."kmI ran for a while and was chased. He has the special ability to remember the face of a person he has seen once, like a camera. The chased reporter said, "I'm scarier than the yakuza."

Fujiwara:​ ​Was writing his false charge theoryLeather circleWhat happened to these people?

Shintani:​ ​It's insanely detailed (laughs).

Fujiwara:​ ​I used to buy the book about Seito Sakakibara every time. Mr. Shintani, do you go to a bookstore called "Mosakusha"? Focusing on self-distributed books, from Marxism to punk,HIP HOPThere are tons of underground books. Please go by all means. I often go there too.

Shintani:​ ​From Kazuyoshi Miura to leather circles. This swing may not be possible even for human beings in the world of journalism.

Fujiwara:​ ​Was Mr. Shintani a literary youth when he was a student?

Shintani:​ ​Mr. Fujiwara is famous for doing DJ,In "London Night" by Kensho OnukiI went, drank and played (laughs). I liked Yukio Mishima and Junichiro Tanizaki and read them a lot, but it wasn't at all in Bungei Shunju.

Fujiwara:​ ​Recently"RizzoliThe photo book of Yukio Mishima published by "The person in charge is the same as my book. That's why it was sent, but in the atmosphere of that time, was Yukio Mishima recognized by the serious right and left wings around him for taking such pictures and doing activities? Or was it not often dealt with? That photo book would be seen by an underground narcissist.WhatI was wondering if it was supported by people.

Shintani A little like cosplay. Certainly, there were many people in the Self-Defense Forces who were looking cold. The movie "The movie released two years agoMishima YukiovsTodai Zenkyoto "Did you see the movie?

Fujiwara:​ ​Yes.

Shintani:​ ​I watched that movie and they lived in the "era when words were still alive"I was impressed again. Mishima and the University of TokyoThe fight is completely incompatible with the standing position and the principle, but they do not run away and listen to each other's words and sometimes collide with each other. Today's Japan and the United States are divided into Netouyo and Netosayo, and they just divide and are no longer in discussion. When I watch a movie in such a society, I feel envious of the atmosphere of that era when I believed in the power of words and collided with each other.

Fujiwara:​ ​ In that movie, there is a word that Mishima gave to Zenkyoto, which was very disappointing. "There is a desk here. It's a beautiful craftsman's work, whose ultimate goal is to be a desk, but you guys use it as a barricade. Isn't this not playing the role of a desk?". I'm talking about changing the purpose of use and difficult things, but I wondered if this reveals the difference between maintenance and innovation consciousness. I think both ways of thinking are beautiful.

Shintani:​ ​The point to watch is deep.

Fujiwara:​ ​For me, it's beautiful that the desk stands dignified as a desk, but I think it's also beautiful that it's a barricade. I feel that both are beautiful, but I wonder if that is the boundary for them.What?

Shintani:​ ​It's an interesting point of view. Mr. Fujiwara's interest in such culture and the underground world is the original base of punk andhiphop​ ​Is there any influence from culture? Is it an unconscious opposition to something that is tried to be suppressed by authority or power? Actually, there is such a place in me as well.

Fujiwara:​ ​There may be generations. I am Yukio Mishima's "Battle in Words"I think it's the last generation that I thought academic was cool. But somewhere after that, the money itselfIt came to the top as a sense of value. Money and what you do to get money has become a cool trend. That's why I feel that there is a considerable difference between before and after my generation.

Shintani:​ ​In our high school daysYasuo Tanaka's "Somehow, Crystal "Came out. The trend of appreciating the brand is "POPEYE "It is said that it will spread in combination with such things.

Fujiwara:​ ​Is it a catalog generation?

Shintani:​ ​Do you think that Mr. Fujiwara was good at that time?

Fujiwara:​ ​I'm not at all. I always think that now is the best.

■ A brand that Shintani unravels, "becoming a major player"Hiroshi Fujiwara "

What does the fashion industry look like from Mr. Shintani's point of view?

Shintani:​ ​As for the subject of coverage, if it is not famous to some extent, it will not have value and will not be read. However, I think it is certain that the business is at a turning point.

Fujiwara:​ ​UniqloIs pretty much written about.

Shintani:​ ​That's right. We decided to doTo the Supreme CourtYou fought. I won.

Fujiwara:​ ​It was "Bunshun" that you were interviewing undercover, right?

Shintani:​ ​That's right. A journalist named Masuo Yokota was written under the title "Unichrome Infiltration One Year". I got divorced from my wife because my real name was disguised, and I changed the name on my family register.

Fujiwara:​ ​contemporary"Reportage / Mental Ward "It's like that.


Shintani:​ ​That's right. Stretch your body. Mr. Fujiwara is UniqloWhat isAre you involved?

Fujiwara:​ ​I'm UniqloI have never boughtI don't think it will come first.I don't hate it, it's funnyI think it's a company, but whether or not I wear it is another matter. I wonder if I should wear something from a different brand.

Shintani:​ ​Of course, I think there are many requests for work, but I refused.

Fujiwara:​ ​I agree. I'm UNIQLOcmIf you are inSome people may be disappointed.I think. It's the same as "Bunshun", and it's not my own branding. I think UNIQLO is the one that made the uncles fashionable and changed the landscape of the world, and I think it's a company that also contributes to society.

Shintani:​ ​The judgment around that is "whether it's cool or not"And"Is it real or fake? "Is there a point like that? Or feelingIs it sensational?

Fujiwara:​ ​It's not a standard of genuine or fake. UniqloAlsoLouis VuittonI think it's real. coolIt's not bad, it may be a sense of whether it suits you or not. Also, I'm a little weak at authoritarian or something that seems to come from above. I don't think I want something like an award.

Shintani:​ ​So that's it. Mr. Fujiwara could have become as many as he wanted to become a major player. Why didn't you do that?

Fujiwara:​ ​It's "if"I think it's a typical story. I'm afraid to take risks, hire people and scold meI know for myself that it is not suitable for education. I wanted to be as small and small as possible, move when I wanted, and quit when I wanted, so I wasn't confident that I was reluctant to grow my company. ..

Shintani:​ ​As a result, Mr. Fujiwara continues to be a brand that shines fresh without being consumed no matter how the times pass. I wondered if it came strategically.

20201026_RoC_HF_001HIROSHI FUJIWARA "Fragment # 2" published by Rizzoli in 2020

Fujiwara:​ ​It's best to move within your capacity, not strategically.

Shintani:​ ​But the number of projects you have is huge, isn't it?

Fujiwara:​ ​That being said, the current Maison brand designers do a lot more work. For example, "Braun"It looks like you're doing a lot of work just by making four watches (laughs).

藤原ヒロシVS”文春砲”新谷学 激変する時代の「ブランド論」vol.3