Beauty
April 24, 2015
Truefitt and Hill | Yoshimasa Hoshiba (Deputy Editor-in-Chief & Creative Director, ILM 'Oceans') Monitor Report | Vol. 2
Truefitt & Hill Monitor Report
Yoshimasa Hoshiba (ILM "Oceans" Deputy Editor-in-Chief & Creative Director)_Vol.2
The Ideal Man, The Ideal Scent?
In the first monitor report, I touched upon "how to wear fragrance." Removing odor, then applying scent. This is the basic stance when wearing fragrance, and it's best to keep the scents you use consistent within the same brand. From shampoo, conditioner, fragrance, aftershave lotion, aftershave balm, shaving cream, to soap and hair tonic... Truefitt & Hill's consistent elegant scent profiles prevent any clashing. Among them, I mentioned that the scent "Clubman" is my favorite for its nobility, vibrancy, and elegance. I also said that it's not enough to just wear a good scent; one cannot be elegant with only refined attire. Elegance is about harmony in all aspects, and I concluded by giving examples of "harmony between scent and attire."
Photos, Styling, Text = Yoshimasa Hoshiba
Hoshiba's Theory of the "Charming Gentleman"
So much for last time. This time, I'd like to discuss the "ideal man I aspire to be, and the ideal scent such a man would wear."
First, about my ideal man. My ultimate goal for a man is to be authentically himself and charming as he ages. To put it simply, I want to become a "charming gentleman." Someone knowledgeable, who knows the real deal, is well-versed in history, doesn't flaunt his knowledge or cigars, listens well to others, can entertain people, loves books, is always kind and gentle, never raises his voice in public, is sometimes bold, looks good in classic suits, suits cashmere knits, looks good in navy blazers, polo coats, Panama hats, and rabbit hats, carries a slender cane with grace, possesses dignity, knows good food, enjoys his liquor, knows how to drink gracefully, has a deep appreciation for beauty, loves classical music, can write letters, loves nature, doesn't boast, speaks with proper and beautiful language, understands T.P.O., enjoys leisure activities like skiing in winter, hiking in autumn, cherry blossom viewing in spring, and sailing in summer, can love his most important person, is always a gentleman to ladies, likes children and animals, and is loved by everyone...
The list goes on, but this kind of "charming gentleman" is precisely my ideal man. Through my work as an editor for men's fashion magazines such as "Mono Magazine," "Esquire Japan," "LEON," and "Oceans," I've had the privilege of meeting many "charming gentlemen."
For example, among the people I've met are Franco Minucci, owner of Tie Your Tie; Sergio Loro Piana, head of Loro Piana; and Umberto Angeloni, former head of Brioni. Emil Yamano, who brought Truefitt & Hill to Japan, is also a prime example of such a "charming gentleman" in Japan. Although I've never met him, looking at the photobook "DRESSING THE MAN," I believe Gianni Agnelli (pictured above) was undoubtedly the Italian representative of the "charming gentleman."
Finally Encountering the Ideal Scent!
These "charming gentlemen" almost invariably exude a pleasant aroma. Never the scent of aging. So, I searched within Truefitt & Hill for the ideal scent that such an ideal man, a "charming gentleman," might wear... and I found it! It's called "Grafton." The moment I smelled it, I thought, "This is it! This is the scent of my ultimate destination." It's a scent that conveys cleanliness, calmness, depth, and an overwhelming sense of gentlemanliness. It starts with fresh top notes of lemon, lavender, and green notes, eventually evolving into a woody base of sandalwood and musk. It's a fresh yet calm scent, like a new bud opening. The name "Grafton" itself is said to be named after the British warship HMS Grafton. At my current age, it's a scent too profound to wear casually, but it truly suits only a man who has experienced life's ups and downs, a genuine man – in other words, a "charming gentleman."
The Style That Suits "Grafton"
The more I smelled the fragrance, the more I envisioned the proper attire of past gentlemen, the classic and elegant styles of the old guard. Therefore, this time as well, I've conceived two styles that would suit "Grafton."

The first is a blazer style. Since the name comes from the British warship Grafton, I thought a double-breasted blazer was the only choice! I had this tailored a few years ago after seeing a photo of Prince Charles wearing one. Its defining feature is the number of buttons; though not visible in the photo, it has eight buttons, subtly hinting at a military uniform. I paired it with medium-gray flannel trousers. For the pocket square, I chose a paisley silk one recommended by Mariano Rubinacci during my trip to Naples. Folding it in a puffed style adds softness to the chest area.

The second is a glen check suit style. This one was tailored more recently. To complement the "Grafton" fragrance and soap, I added a black knit tie, a white linen pocket square with my initials, and silver oval cufflinks. I'm quite fond of this suit myself, and it was frequently photographed by foreign journalists during Milan Fashion Week last year (laughs). As a side note, whenever I travel abroad to Europe, I draw inspiration for my style from the "charming gentleman." I call it the "Charming Old Guy" style, or sometimes "Old Guy Classic" (laughs).
When I see a "charming gentleman" on the street, I can't help but take a photo. From color coordination, pattern mixing, hairstyles, posture, to even their scent, the "Charming Old Guy" style offers profound insights and is a great learning experience. Having become so engrossed in classic styles, I unfortunately find nothing to glean from the rapidly changing styles of younger people.
In any case, the style of the "charming gentleman" is profound and offers a valuable lesson in classic fashion. More than that, it is the very foundation of my own style. The ultimate destination for the magazine I currently edit, "Oceans," is likely to become the "charming gentleman." I'm told that when my father was in elementary school, even on sweltering summer parent-teacher days, my grandfather would appear, dressed in a pristine white linen suit and a Panama hat, always taking my grandmother's hand as she wore a kimono. I too hope to become a "charming gentleman" someday. This encounter with Truefitt & Hill's "Grafton" has only strengthened that desire. For those who aspire to be "charming gentlemen," why not try the "Grafton" scent from Truefitt & Hill? I believe you'll understand what I mean.
Finally, I am truly grateful for the opportunity to undertake this monitor report for Truefitt & Hill. My sincere thanks to Emil Yamano, Nina Yamano from Truefitt & Hill, Kimitaka Nojima, and everyone at the Openers editorial department. Thank you all once again.
The End


Yoshimasa Hoshiba
Born in Tokyo in 1973. With a father who ran a third-generation tailor shop, he developed an early interest in men's fashion. After gaining sales experience at BEAMS, he became an editor, working on fashion for magazines such as "MA-1," "Mono Magazine," and "Esquire Japan." In 2001, he was invited by founding editor Ichiro Kishida to join as Fashion Director for the launch of "LEON." He established the magazine's distinctive taste with concepts like "Mote-ru Oyaji" (Dashing Older Men) and "Choi Waru" (Slightly Bad Boy), becoming a key figure in its immense popularity. He also appeared with Kishida on the TBS program "Just" for a "Husband Makeover" segment. Since 2005, he has served as Deputy Editor-in-Chief and Creative Director for the men's magazine "Oceans." Pages he edited have been purchased by international magazines such as "Esquire (Taiwan Edition)," "Rolling Stone (Spain Edition)," and "Monsieur (France Edition)." In 2007, he was featured in an interview for "Departures (US Edition)." He favors a minimalist style achieved through subtraction and regards Sergio Loro Piana and Franco Minucci as his style mentors. Starting June 21st, he will appear on the Fuji TV program "Niji-iro Gene" for a "Dad Makeover" segment. His motto is "Style that works globally," and he is frequently photographed and interviewed by journalists in various countries during his overseas assignments. In addition to creating pages, he is skilled at making and altering clothes. His consistent philosophy is to make people look good by considering their lifestyle, mindset, tastes, and preferences.
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Official Website│http://www.oceans-ilm.com/
