The world of fashion and beauty is currently undergoing a period of revolution. Products and creations that combine environmental considerations and sustainable systems with high design and aesthetics are appearing one after another, and are breathing new life into fashionable fields. Awareness of the SDGs - Sustainable Development Goals that "leave no one behind" - is becoming widespread in our daily lives. Miho Matsuura, the owner and stylist of TWIGGY., a beauty salon in Tokyo with many fans, has been advocating beauty backed by consideration for the environment and health since the salon opened, and has created spaces, products, and systems to achieve this. Ta. What is its trajectory and what lies ahead?

Story: Miho Matsuura

I became conscious of organic and natural living when I got married in my late 20s, moved to England, and gave birth in London in 1989. At the time, Europe was in the midst of the aftermath of the 86 Chernobyl nuclear disaster, AIDS, and mad cow disease. His son developed symptoms that later turned out to be atopic dermatitis, and there was a time when he became a vegetarian. When bad things happen, people tend to change for the better.

At that time, in order to give birth to my son, I discovered Neal's Yard's natural remedies and began learning about herbs and natural remedies, which eventually expanded to my interest in Oriental medicine. The year after his son was born, he returned to Japan and opened a salon in Tokyo, making it 30 years ago this year. He learned for himself and his family, delivered what he believed was good to the customers of the salon, and felt that he had benefited many people over the years.

I was born in Kitakyushu City, Fukuoka Prefecture, and my mother was a hairdresser and my family owned a beauty salon, and that's where I grew up. The scent of hairspray wafted through the beauty salon, and the older women working there, with their hair slicked up and wearing the miniskirts that were popular at the time, happily danced twists and go-gos after work. This kind of environment ignited the mischievous spirit in me, who was an innocent child.

Furthermore, my aunt's house was a restaurant in the coal mining town of Chikuho, and I was deeply impressed by the sight of the geishas I saw there whenever I went there. They tied their hair neatly, put on makeup, played the shamisen, sang, and danced. I asked her mother and aunt to show me the best part about how a woman can change so much with makeup, hairstyle, and what she wears. As a result of this, she became interested in fashion and interior design from her teenage years, and although she admired being a designer or stylist, she followed the path of beauty that her mother had set out for her.

The name TWIGGY. symbolizes the culture of the 1960s, where I was born and raised. Swinging London was a time of miniskirts, the Beatles, model Twiggy, and hairdresser Vidal Sassoon. In the 1980s, there was a revival of mod style in music and fashion, and I flew to my beloved London.

There's still a traditional, rebellious taste of London at the heart of everything we do. What I try to do as a creator is to use this style as a base to bring the person to life and shine with beauty that is appropriate for modern times. People in their 20s and people in their 50s must have different hair, clothes, and historical backgrounds. I feel that both myself and our customers enjoy change and take it positively.

This spring, salons were closed for a while to prevent the spread of the new coronavirus, but during that time I listened to and learned from doctors and other experts. It is my responsibility as a leader to convey to the young members of the salon about care that goes beyond the boundaries between Western medicine and Oriental medicine, pre-symptomatic treatment to prevent serious illnesses, and the importance of intestinal activity using fermented foods and microorganisms. I share my thoughts.

During this period of self-restraint, social activities have come to a standstill and there has been a lot of hardship and anxiety, but on the other hand, the entire earth has become cleaner and I think many people have been able to look inside themselves. I want to clean the earth just as I clean my own body. We also went on a tour of a factory that generates renewable energy from garbage and unnecessary clothing, and learned the importance of not using underground resources such as oil. If we use alternative energy and do not take underground resources, there will be no wars or conflicts. What lies ahead is a world filled with love and peace. The ideal is for everyone to come together for the same purpose, overcome difficulties, and bring peace and vitality to Japan and the world.

I was born in Japan during the period of high economic growth in the 60s, grew up in the smog of Kitakyushu City, and lived a free-spirited life.When I met my husband, whose hometown is Akita, which is rich in nature, I started living a life that is conscious of organic and natural things. fart. Even I find this quite large swing interesting. Thanks to that encounter, I was able to grow rice in Akita for 12 years. We will continue to do what we have always done with our feet firmly planted on the ground.

My mother was like the bright sun, turning even hardship into joy. Just like my mother, whom I highly respect, Kyushu women have a strong sense of independence and the ability to cheer people up. Through this work, I have realized that by fulfilling one's own desires and egos, other people can become happy and energized. I walk through life by being satisfied with my daily routine and finding answers to each little thing one by one. I feel that this is the essence of the epicurean hedonism that Nietzsche advocated.

→Next is Michihiko Iwamoto (Chairman of Japan Environmental Design Co., Ltd.).

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