Skip to main content

Why editor Yasumasa Yonehara “edits” not only magazines but also brands and galleries



A circle of friends connected by gut touch! The “FIST BUMP” corner of the radio program “GRAND MARQUEE” features people who live and enjoy Tokyo in a relay format.

On August 3, Yonehara Yasumasa, an editor, artist, curator, and DJ, was introduced by NENE of the idol group “Meme Tokyo” to appear on the show. Yonehara is an instigator of women’s underground culture since the 1990s, including serving as creative director of the legendary gyaru magazine “egg.” We asked him about what goes on behind the scenes of “egg,” why he moved to China in the late 2000s, and about the brand and gallery he recently launched.

Everyone in Harajuku has known the editor since the 1990s

Takano (MC): Are you two friends?

Celeina (MC): Yes, we are! May I, may I call you friends?

Yonehara: Totally OK.

Celeina: Thank you very much. I would like to touch the backbone of Yonehara Yasumasa and Yone-san in a fresh way.

Takano: He is already a great person.

Celeina: Yes, in the 1990s, if you walked around Harajuku, everyone would know him, right?

Yonehara: It’s still true today (laughs).

Celeina: No doubt about it. From that time until now. Yone-san, you have many faces: editor, artist, curator, and DJ. What was the beginning of your career?

Yonehara: Basically, I was, and still am, an editor at the base. Other things are just one of the various fields of editing. Editing is a process of bringing together many different things within my field and presenting them to others, so I consider curation and DJing to all be editing. That’s why I say “I’m an editor” when I do other jobs.

Celeina: Is editing the main part of what you do when you take pictures?

Yonehara: Basically, I do everything myself, from choosing the people to deciding what kind of photos to take, so I consider myself an editor.

Takano: I want to include spirituality as well.

Yonehara: So, there is a part of me that would not take a picture unless I like it.

Takano: I was interested in the legendary gal magazine “egg. When did you start working as the creative director of this magazine?

Yonehara: In 1994, I was consulted and asked, “What kind of girls are you interested in?” and that was the beginning. I am not ZEEBRA, but I am friends with most of the bad guys in Shibuya and Roppongi (laughs). (Laughs.) The girls I hung out with on the streets at that time usually wore American-style casual clothes that were scaled down in size, but when it came to school uniforms, they wore loose socks and mini-skirts. At the time, high school girls in the media were usually dressed in knee-length skirts and pigtails. I thought this was strange, and I wanted to create a media outlet where the popular girls on the street could appear.

Celeina: Thank you, Yone! Yone-san’s initiative has brought us to where we are today.

Takano: Yone is the one who is creating the culture. It’s amazing, isn’t it?



NiEW recommends alternative music🆕

NiEW Best Music is a playlist featuring artists leading the music scene and offering alternative styles in our rapidly evolving society. Hailing from Tokyo, the NiEW editorial team proudly curates outstanding music that transcends size, genre, and nationality.