Interview
Nobuya Hayasaka
1 Congratulations on your achievements in the French Fashion Awards! Could you share a bit about your awarded design, yourself or your studio?
Thank you very much. I am Nobuya Hayasaka, an art director and designer, and a board member of arica design inc. based in Hokkaido, Japan. My studio specialises in total branding, seamlessly integrating graphics, video, and spatial design. The awarded work is a brand video for the apparel brand "Randy." In this project, we aimed to visually express the core philosophy and unique worldview of the brand through a compelling narrative, combining logical design thinking with emotional storytelling.
2 What’s the one piece in your portfolio that you feel best represents your ideas, and why?
Rather than a single static piece, it is the "total branding" projects I undertake that best represent my philosophy. I believe my greatest strength lies in the "multiplication" of skills—combining graphic design, video production, and spatial design. The brand video for "Randy" is a perfect example of this. It required not just video editing skills, but a deep understanding of graphic composition, motion, sound, and visual effects to fully capture and elevate the brand's essence.
3 What inspired you to pursue a career in fashion design, and what motivates your creative journey?
To be precise, I am an art director, not a clothing designer. However, I have always been fascinated by the fashion industry because it represents the ultimate form of branding and self-expression. What motivates my creative journey is the desire to solve my clients' challenges. Translating a brand's invisible philosophy into a tangible, logical visual design—whether through a powerful video, graphics, or space—is what keeps my passion alive. I design not for my own artistic ego, but for the success of my clients.
4 What’s a day in your studio like—chaos, calm, or a bit of both?
It is a balanced mix of both, but I always strive for "calm logic" amidst the creative chaos. Because I handle multiple disciplines—from graphic design to video editing and spatial direction—my day involves constantly switching between different creative gears. I also teach design at a professional school, so I spend a lot of time calmly verbalising abstract ideas with my team before diving into the intense, sometimes chaotic process of bringing those ideas to life.
5 If you had to describe your design philosophy in three words, what would they be?
Logic, multiplication, and client-focused.
6 What was the “aha” moment when you knew you had to submit your winning designs to the award?
For a long time, I struggled to win local design awards in Japan and even experienced the despair of receiving zero votes. My "aha" moment came when I realised that evaluation axes differ worldwide. When we completed the brand video for "Randy," I felt we had created something with a universal visual language that transcended cultural and linguistic boundaries. That confidence made me realise it was meant for an international stage like the French Fashion Awards, not just a local competition.
7 If fashion had no rules, what’s the boldest design idea you would bring to life?
As an art director, my boldest idea would be to completely blur the lines between physical space and the digital realm. I want to create a comprehensive brand experience where all visual expressions—including graphic design such as logos, video production, and fashion—become an ever-evolving narrative.
8 What’s a trend you wish would make a comeback—or disappear forever?
I wish the trend of prioritising ultra-short, fast-consuming content purely for quick engagement would slow down. Instead, I would love to see a strong comeback of brand storytelling that takes its time and carefully utilises pauses to convey its message. In an age of endless scrolling, taking the time to craft a logical and emotionally resonant narrative leaves a much more lasting impact on the audience's heart.
9 How do you balance artistic freedom with the commercial demands of the fashion industry?
For me, design is not pure art; it exists primarily to solve the client's problems. Therefore, commercial demands and client needs are not restrictions, but rather the very foundation of my work. I find my artistic freedom within those constraints. By using logical thinking to visualise the client's invisible thoughts, I naturally strike a balance where the final output is both commercially highly effective and artistically beautiful.
10 If you could collaborate with any designer or artist, past or present, who would it be, and what would you create?
Although I possess a wide range of design skills, including graphics, web, video, spatial design, and 3D modelling, the deeper I delve into each field, the more I realise there are realms I cannot reach alone. I believe that collaborating with individuals who have skills and perspectives beyond my own creates a great chemical reaction. Therefore, I would love to work with specialists from different fields, such as sound creators, copywriters, and pattern makers.
11 What does success in fashion mean to you—fame, impact, legacy, or something else entirely?
To me, success means serving as a reliable "compass" for the client. True success is achieved when my design accurately visualises the client's philosophy, resonates deeply with the target audience, and helps the brand navigate toward its goals. If my work can solve their problems and create a lasting positive impact on the client's business, that is the ultimate victory. Fame is merely a byproduct of that process.
12 How do you see fashion evolving over the next decade, and where do you see yourself in that position?
I believe fashion will evolve far beyond physical garments, becoming a holistic experience that seamlessly integrates digital media, virtual spaces, and physical retail. In the next decade, I see myself positioned exactly at that intersection. Utilising my diverse skills in graphic design, video production, and spatial design, I aim to be the art director who comprehensively designs these multidimensional brand experiences from the ground up.
13 What’s one piece of advice you’d give to your younger self as a designer, or those who are just starting out?
I would say: "Don't run away from defeat, and remember that there is always more than one evaluation axis." I spent 10 years struggling and failing to win a local design award, which made me feel like I had no talent. But once I looked at the world, my work was highly evaluated globally. Accept your losses, find your unique combination of skills (your own "multiplication"), and keep challenging yourself without fearing zero votes.
14 If you could shape your life’s work into a single message to share with the world, what would it be?
"You don't have to be a born genius to create something world-class." By combining your unique experiences, mastering logical thinking, and sincerely facing your clients' needs, even an ordinary person can break through barriers and reach the global stage. Embrace your own unique "multiplication," don't be afraid of the mud, and never stop moving forward.
