Yuri Nosho: Fabricating Fantasy Worlds through Fashion
Photography by Yuji Watanabe
Interview by James Elliott
The concept of world-building has often been one reserved for the realms of fantasy literature or science fiction. In it, we find expansive worlds filled with immersive and imaginary cultures; realms inhabited by colourful characters, who just for a moment, carry the capacity to drag us from the mundane of the everyday.
Yuri Nosho is a fashion stylist based in London who is all too familiar with this concept, utilising her passion for eccentric clothing and storytelling, to construct worlds beyond reality. Through heavy use of complex layering, playful colours and humorous juxtaposing patterns, she has created a unique style that pushes back at normal notions of a stylist’s role, injecting a sense of fun and playfulness back into the world of fashion.
While her clothing choice often leans to the avant-garde, with a pinch of maximalist kawaii thrown in for good measure, it’s hard to ignore the punk streak that runs through her experiments in fashion cultivation. Each post on her Instagram feed feels more like the log of a mad scientist, breaking the rules at every turn, with little in the way of regard for any conventional rules of style. Yet she must be doing something right, with a wide range of forward-thinking designers and brands such as Fey Fey Worldwide, TENWi, and Minga London calling upon her service.
Phantasy recently had the chance to meet the stylist, chatting about her recent relocation to London as well as the formative influence that video games and manga had on her taste.
Photography by Yuji Watanabe
Phantasy: Hi Yuri, thank you so much for your time! Could you please introduce yourself to Phantasy?
Yuri: Thank you for reaching out to me! I am currently working as a freelance stylist.
Phantasy: How did you begin working as a stylist?
Yuri: I started styling after a photographer I connected with on Instagram invited me to a test shoot. That’s how I got into styling.
Phantasy: What is the most appealing thing about styling, compared to other forms of creative expression?
Yuri: Clothing is meant to be worn by people. So the most appealing thing is that we as people are the main focus.
Phantasy: What does “beauty” mean to you?
Yuri: Some things are simple or purely based on feelings, while others result from overcoming struggles and experiences. It might depend on what is considered beautiful.
Photography by Maya Wanelik
“[As a child] I admired manga artists and game creators. I found it amazing how they could express their worlds with such delicate and intricate detail.”
Photography by Yuji Watanabe
Phantasy: Can you tell us a little bit about your creative process? What are the steps that you take to plan for a photoshoot?
Yuri: It starts with my intuition—when I feel that I want to incorporate something into my work. After that, I decide how to express it concretely. Research is something that will always be necessary. I find inspiration everywhere—Pinterest, books, magazines, and, of course, memories from my upbringing. Anime, games, manga, illustrations, paintings, sculptures, architecture—almost everything I’ve seen. The list could go on forever.
Phantasy: When you were a child, did you have someone that you idolised?
Yuri: There wasn’t a specific person, but I admired manga artists and game creators. I found it amazing how they could express their worlds with such delicate and intricate detail. The creators who left the biggest impression on me were Satoshi Kon, Hayao Miyazaki, Peach-Pit, Yoshitaka Amano, and Tetsuya Nomura. Though he’s a composer, I’d also include David Wise.
Photography by Yuji Watanabe
Phantasy: Is there something about stylists that is unknown to most people?
Yuri: It can feel lonely because there isn’t much interaction among stylists.
Phantasy: Do you have any favourite brands/designers that you think more people should know about?
Yuri: All of the designers I’ve had the chance to work with.
Photography by Eva Luwak
Phantasy: How about movies or stories? Any favourites?
Yuri: My favourite movie is probably Summer Wars. My family and I used to watch it together every year. Of course, I love the story, but the memories of enjoying it with my family make it special to me. I also love Spirited Away. Pretty mainstream picks, I know! Haha.
Phantasy: You recently moved to London. What are your first impressions of the city?
Yuri: My first impression was that the architecture and scenery were wonderful. Also, the way time is spent might be different from Tokyo—London feels relatively more relaxed.
Photography by Maya Wanelik
Phantasy: What is your dream for this year?
Yuri: I want to meet various people and create many works. If, along the way, I can do exciting work that makes everyone say, “Wow!”—that would be amazing. For now, I’m focusing on studying English.
Phantasy: Do you have any advice for young people aspiring to become stylists?
Yuri: Cherish your own sense of “liking” something. Try new things and gain different experiences. Go for it, even if you fail! Haha. I’m still in the middle of that journey myself.
