A Mind of a Curator

Takahiro Kinoshita's core philosophy revolves around an obsession with "information curation." In May 2018, he joined Uniqlo, overseeing brand direction, marketing, and product design. His focus is not just on conveying trends but on how information is curated and presented. In today's era of information overload, the role of the "sender" has become increasingly important, aligning with his editorial philosophy. He aims to drive Uniqlo's global growth through this approach, which emphasizes the importance of a "good face" for the brand.

Kinoshita's work goes beyond styling—it’s about curating entire lifestyles and suggesting how people can structure their lives. Like Tsutaya Chairman Masuda's concept of "lifestyle proposals," Kinoshita finds meaning in the process of organizing information. His strength lies in using creative information arrangement to offer new directions in people’s lives.

This philosophy connects deeply with branding, where success depends on how client information is curated and presented. Branding is not just about logos or visuals, but about thoughtfully "editing" and "curating" the client's message. Kinoshita's process involves analyzing and reorganizing every element a client brings, creating new value. This goes beyond simple information delivery, offering solutions and sending powerful messages to target audiences.

Kinoshita's emphasis on "information curation" mirrors the essence of branding. It's not just about listing products or messages but about how they are curated and communicated to consumers. His approach helps brands like Uniqlo find their unique voice and develop strategies that resonate with consumers' lifestyles and identities.