The Concept Word: "La Mode du Race"

"I was approached by someone from Lexus. They asked if I could help out a bit. And also, if I could introduce a talented stylist..."


This is Tatsuya Okonogi, the fashion designer who was in charge of the costumes for the Lexus booth at this year's Tokyo Auto Salon. He then reached out to Yoshiyuki Shimazu, a stylist known for his work with numerous artists, particularly in commercials and advertising, and who has long been associated with Eikichi Yazawa.

This creative endeavor brought together these two individuals and Lexus. The concept word was "La Mode du Race." How would the world of racing, seemingly distant from fashion, be perceived through the Lexus lens?


Crafting fashion with a refined sensibility. This may have brought an unprecedented sense of AMAZING to the Auto Salon venue.


So, what exactly unfolded there? But first, let's briefly explore the relationship between Lexus and the Tokyo Auto Salon.

Designer Tatsuya Okonogi (left) and stylist Yoshiyuki Shimazu (right) express a new circuit world, distinct from previous racing imagery, from Lexus's perspective.

Lexus first exhibited at this custom car festival in January 2013, making this their second year. For a long time, domestic brands had lined up, but Lexus had not been among them. However, their debut was remarkably unique and avant-garde. Under the title "2UX3J," a backward reading of LEXUS, they displayed four custom models, envisioned as beautiful predators, within a booth designed to resemble a circus tent.



In their second year, the Lexus booth once again delivered a powerful impact to onlookers. They invited attendees into an elegant world, set within the "circuit," a battlefield for those who compete.

Finally, an Era Like This Has Arrived

Appearing in a booth designed to resemble a circuit pit stop were the latest sports models fromLexus, announced at the Detroit Motor Show, specifically theRC F, which Lexus will be competing with in the "SUPER GT" automobile race in 2014 in the GT500 class. The scene featured four pit crew members, a driver, and a female model walking the floor.


Lexus proclaimed their challenge to express that "motorsport is such a beautiful sport" by merging it with the world of fashion. Gone was the past image of oil-stained, sweat-soaked grit. How did Lexus, alongside Japan's leading top creators, contemplate and advance this project to express the circuit, a familiar world, through the new value of fashion?


"What is Lexus's concept of racing fashion? What happens when the masculine world of pit stops is transformed into fashion? We heard that the racing car's color scheme was white-based, so we decided on white suits!" Okonogi explains. "The top hat serves as the helmet for the driver, and while the crew wears white tuxedos, we added patches to evoke the image of racing suits."

The monochrome palette of black and white unified the scene, elevating the racing environment into Lexus's unique aesthetic. It was a creation that stood out, redefining the very moment of a pit stop. They brought forth a scene never before witnessed. Remarkably, they saw the actual car only the day before. Okonogi and his team built this world based on storyboards created by digitally manipulating photographs.


"It was incredibly enjoyable. I've been involved in motor show projects several times before, but this was completely different. Many brands start with a fashionable concept, but then their direction shifts, leading to a more conventional outcome. Lexus, however, allowed us complete creative freedom until the end. It feels like an era like this has finally arrived," Shimazu remarks, expressing his satisfaction with the result.

"We prepared five mannequins in total, and all the tailored outfits were hand-sewn. We commissioned a skilled artisan who also works on Eikichi Yazawa's costumes," Okonogi states.


"Mannequins are challenging. Unlike a living body, they lack flesh. The way the clothes drape when they're in a crouched position is entirely different from what we're used to," Shimazu explains.


The resulting design work, which transformed the pit stop into a fashion statement, exuded a distinctly chic atmosphere. Such sophisticated fashion sense is sure to impress even international fashion media.

Of course, this was a conceptual endeavor, signifying Lexus's willingness to explore new territories. However, its underlying intention is far from mere novelty. Creating a new value of "the fashion of racing" at the Auto Salon, one of the world's top three custom car shows, is also a challenge for Lexus as a leading global premium brand originating from Japan. With this in mind, we eagerly anticipate not only their automotive creations but also future artistic expressions that embody the world of Lexus.

SHIMAZU Yoshiyuki

Born in Kumamoto in 1959. He has styled talents and models for numerous commercials, magazines, and advertisements. He is also active in various fields, including directing fashion shows, selecting music, and creative direction for magazines.

OCONOGI Tatsuya

Born in Yokohama in 1963. After working at Tsumori Chisato, he served as a designer for Issey Miyake at MIYAKE DESIGN STUDIO. He became a freelance designer in 2002 and launched his own brand, "TroisO," with collections starting from Fall/Winter 2004. In 2010, he founded the designer footwear brand "White Flags."