Heidi Hoelzer at Mercedes-Benz Fashion Week Tokyo

Scoop NYC is an iconic boutique that spans from New York to all over the US. Heidi Hoelzer, the buyer for the women's line, uses her excellent editing senses to select items that embody the times regardless of the brand's fame or its nationality. She visited Japan during Mercedes-Benz Fashion Week TOKYO 2012-13 A/W on invitation from JETRO (Japan External Trade Organization). How did Heidi Hoelzer, who's been part of fashion weeks in New York, Paris and around the world, see Fashion Week TOKYO?

How many times have you been to Japan?

Hoelzer: This is my first time not only in Japan but in Asia. I have been invited to Fashion Week in Paris and Brazil in the past where I was able to experience the cities and culture of each country, so I felt I was given a wonderful opportunity this time as well. As a profession, buyers always struggle with how far you can stretch your horizons, so I felt this visit to Japan would also be an opportunity to explore a new market.

Since this is your first time here, could you tell us what you thought about fashion in Japan?

Hoelzer: Before visiting, I had the impression that Japanese people really liked fashion and that there were many shops in Tokyo. I've heard designers from the US and many other countries say that they want to go to Tokyo to be inspired, so I thought that it was probably a really amazing city. When I actually walked the streets, I saw many different shops, how they communicated with customers, and street fashion of young people, and I thought it was just great.

Are there any places or shops that left an impression?

Hoelzer: My friend in New York who's very familiar with Japan told me which places I should visit or what I should see, so I am exploring based on that information. Every day there are so many new encounters and so much to gain that it's difficult to single out a particular area. Every time I go to a new place, I try to understand it more by thinking "Is it like Fifth Avenue in New York? Or is it like Madison Avenue?" I'm starting to understand a little, but I want to see much more.

Do you feel that there is a difference between fashion in New York and Tokyo?

Hoelzer: I feel that there are many shops in Tokyo that are conceptual and artistic and that follow a single theme or story. For example, Tokyo's Opening Ceremony, which is also in New York, has eight floors and each floor has a theme. The registers on one floor are like a kitchen and that was very interesting. Also when you look at young people's fashion, they seem to be making it their own without trying too hard, which I liked very much. It was also very new that there are different narratives set up like "Yama Girl."

Do you have any favorite Japanese brand?

Hoelzer: I only knew brands like COMME des GARÇONS or ISSEY MIYAKE before, but I found this brand, L.G.B. in Paris and we now carry items from it at Scoop. I also visited muller of yoshiokubo's showroom in Japan, which was great.

©Japan Fashion Week Organization
Source: http://tokyo-mbfashionweek.com/en/feature/interview/scoop.php