HIROOKA NAOTO: THE GOD OF GOTHIC FASHION

Hirooka Naoto is one of Japan’s well-known fashion designers that have integrated a unique, creative style into his fashion, utilizing what was once an underground hit among the Japanese community, which is the popular fusion of Gothic and Lolita styles into everyday clothing brands.

'Hirooka Naoto'

The style that Naoto created is inspired by the Goth-Lolita fashion and has been highly influenced in many of his designs in Japan since the mid-1990s. The Goth-Lolita fashion is derived from visual-kei bands, which is known as a movement among Japanese musicians. The movement is characterized by the use of heavy make-up, elaborate hair styles and flamboyant costumes, and various manga characters influences. The widely-known Harajuku fashion shows organized by the designer have made his sensational style gain more attention and appeal in the fashion world.

'One of Naoto’s famous fashion show'

While most Goth-Lolita fashion is best described by its use of cute and playful style, Hirooka Naoto has become known for pushing past these general identities and bringing forward a more edgy punk-rock fashion and sex appeal style of Victorian fashion.

Naoto’s creations are extremely popular with musicians and artists all over the world. He has created dresses and costumes for many celebrities and musicians, amongst those are the bands Ayabie, Psycho le Cému, S.K.I.N., and Hangry & Angry.

In recent years, Hirooka Naoto’s work has reached international acclaim as he has worked with many famous singers that are into the Goth and rock fashion such as Amy Lee of Evanescence. He helped to design a dress for the singer that she wore for the 2004 Grammy Awards. Amy Lee designed her own Grammy gown and then chose the Japanese designer to execute it. Amy has a recognizable fashion style, marked by her frequent use of Gothic make-up and taste for Victorian-styled clothing.

“I call it my ‘princess corpse’ dress,” says the singer.

'Amy Lee during the Grammy's'

'Amy Lee in Naoto’s dress'

The two found each other when Amy wore Naoto’s merchandise for a magazine cover shoot in Tokyo earlier this year.

“Marilyn Manson popped into one of my store once,” says Naoto, adding another name to his list of celebrity customers, many of whom wear his designs in private, not just on stage.

He has also worked with GACKT, a Japanese musician, producing costumes for his concert tours and a unique design for Gackt’s guitar. Most recently, Naoto has worked with Luna Sea guitarist, Sugizo, and famed Japan producer, Yoshiki to produce prints and other fashion wear.