How the Most Extreme Street Style Star Is Dressing for Digital Fashion Week

Men’s fashion month has become almost completely digital. And while we’ve enjoyed watching the likes of Prada, Louis Vuitton, and Dior on our screens (and playing Balenciaga’s freaky fantasy video game) there’s no denying that we are missing the in-person component, seeing the street style and being seen ourselves. But the show must go on.

And even though there is a lack of street style slideshows, some fashion show guests are still dressing up. Yu Masui, a LVMH scout and one of the most outré dressers of Fashion Week, has been outfitting himself each day in anticipation for the shows.

Masui has long been known for wearing young designers, mixing and matching their pieces with larger brands to create a radical, colorful mélange. “[Watching digital shows] is kind of a mixed feeling. Excited and sad,” writes Masui from Japan, where he lives. “Digital content has definitely improved compared with last season. Some of it makes me smile or laugh. I can eat, drink, or even dance when watching them, and that’s a good side.”

Masui’s looks certainly strike an entertaining, experimental chord. He kicked off his week of looks with Japanese designer Kidill, in a graphic graffiti-inspired bomber jacket and matching trousers. In another instance, he opts for a more polished “Super Auntie Hero” look in JW Anderson in a pert top and ruffled gloves. And to receive his takeout order? Masui wears a full Doublet look, which includes fried-potato socks.



Mask: Doublet
Earring: Ashley Williams
Choker: Cyberdog
Blouson: Kidill
Hoody: Cyberdog x Kappa
Sushi bag: Delvaux
Trousers: Kidill
Shoes: Kidill x Both ParisPhoto: Courtesy of Yu Masui / @yumasui

“This look is dedicated to Japanese designer Kidill, celebrating his debut on the Paris Fashion Week official schedule. He is a designer who represents Japanese punk spirits. He often collaborates with people like music photographers and punk artists. His collection is available at DSM.”



Earring: Safsafu
Necklace: Hatton Labs
Set up: JW Anderson
Bag: JW Anderson
Gloves: JW AndersonPhoto: Courtesy of Yu Masui / @yumasui

“Here, I’m a medieval superhero, or a ‘Super Auntie Hero!’ It’s hard to access my own archive wardrobes when I am traveling for fashion weeks, so I decided to pick favorite pieces from the JW Anderson archive to show them. It is kind of a medieval-inspired knit outfit, but it turned out to be quite like an auntie by adding pearls. Anyway, this outfit is updated with a puffer from the Moncler collaboration of fall 2020!”



Mask: Tomo Koizumi
Earring: Ashley Williams
Jacket (bi products): Marques’ Almeida
Top: Nasir Mazhar
Trousers: painkiller atelierPhoto: Courtesy of Yu Masui / @yumasui

“‘Kiss the future’ is one of the signature phrases of Walter Van Beirendonck for W< in the ’90s. I found this gigantic shoulder bag inspired by a Japanese school rucksack in the attic two days ago. Coincidentally, Walter was showing his archives in his film tonight!”



“Dedicated to the 2018 LVMH prize winner, Doublet, I wore their spring 2021 collection! Masayuki Ino tried to make everyone’s everyday life a little bit more special. Expected or unexpected deliveries or presents can make us happy on anniversaries or even normal days.”



Mask: Helmstedt
Coat: acne studios
Shirt & bag: Ashley Williams
Shorts: Ernest W Baker
Shoes: shoes53045Photo: Courtesy of Yu Masui / @yumasui

“‘Excuse me! You forgot to wear shoes!’ This look has The Royal Tenenbaums-like retro vibe. Ernest W Baker who is showcasing on day four is one of designers elevating once-upon-a-time design into the modern era.”



Mask: Doublet
Earring: Ashley Williams and Safsafu
Coat (bi product): Marques’ Almeida
Jumper: Ashley Williams
Mini bag: Boyy
Pants: Marques’ Almeida
Shoes: EytysPhoto: Courtesy of Yu Masui / @yumasui

“Yu Masui can be rock and roll sometimes! A punk mentality! The fun part of fashion weeks is always dining out or partying after shows! I can’t wait to meet fashion friends after COVID-19…I miss you guys!”