London Daily

Focus on the big picture.
Thursday, Nov 27, 2025

How the Most Extreme Street Style Star Is Dressing for Digital Fashion Week

How the Most Extreme Street Style Star Is Dressing for Digital Fashion Week

Men’s fashion month has become almost completely digital. And while we’ve enjoyed watching the likes of Prada, Louis Vuitton, and Dior on our screens (and playing Balenciaga’s freaky fantasy video game) there’s no denying that we are missing the in-person component, seeing the street style and being seen ourselves. But the show must go on.

And even though there is a lack of street style slideshows, some fashion show guests are still dressing up. Yu Masui, a LVMH scout and one of the most outré dressers of Fashion Week, has been outfitting himself each day in anticipation for the shows.

Masui has long been known for wearing young designers, mixing and matching their pieces with larger brands to create a radical, colorful mélange. “[Watching digital shows] is kind of a mixed feeling. Excited and sad,” writes Masui from Japan, where he lives. “Digital content has definitely improved compared with last season. Some of it makes me smile or laugh. I can eat, drink, or even dance when watching them, and that’s a good side.”

Masui’s looks certainly strike an entertaining, experimental chord. He kicked off his week of looks with Japanese designer Kidill, in a graphic graffiti-inspired bomber jacket and matching trousers. In another instance, he opts for a more polished “Super Auntie Hero” look in JW Anderson in a pert top and ruffled gloves. And to receive his takeout order? Masui wears a full Doublet look, which includes fried-potato socks.

    

Mask: Doublet
Earring: Ashley Williams
Choker: Cyberdog
Blouson: Kidill
Hoody: Cyberdog x Kappa
Sushi bag: Delvaux
Trousers: Kidill
Shoes: Kidill x Both ParisPhoto: Courtesy of Yu Masui / @yumasui

“This look is dedicated to Japanese designer Kidill, celebrating his debut on the Paris Fashion Week official schedule. He is a designer who represents Japanese punk spirits. He often collaborates with people like music photographers and punk artists. His collection is available at DSM.”

    

Earring: Safsafu
Necklace: Hatton Labs
Set up: JW Anderson
Bag: JW Anderson
Gloves: JW AndersonPhoto: Courtesy of Yu Masui / @yumasui

“Here, I’m a medieval superhero, or a ‘Super Auntie Hero!’ It’s hard to access my own archive wardrobes when I am traveling for fashion weeks, so I decided to pick favorite pieces from the JW Anderson archive to show them. It is kind of a medieval-inspired knit outfit, but it turned out to be quite like an auntie by adding pearls. Anyway, this outfit is updated with a puffer from the Moncler collaboration of fall 2020!”

    

Mask: Tomo Koizumi
Earring: Ashley Williams
Jacket (bi products): Marques’ Almeida
Top: Nasir Mazhar
Trousers: painkiller atelierPhoto: Courtesy of Yu Masui / @yumasui

“‘Kiss the future’ is one of the signature phrases of Walter Van Beirendonck for W< in the ’90s. I found this gigantic shoulder bag inspired by a Japanese school rucksack in the attic two days ago. Coincidentally, Walter was showing his archives in his film tonight!”

    

“Dedicated to the 2018 LVMH prize winner, Doublet, I wore their spring 2021 collection! Masayuki Ino tried to make everyone’s everyday life a little bit more special. Expected or unexpected deliveries or presents can make us happy on anniversaries or even normal days.”

    

Mask: Helmstedt
Coat: acne studios
Shirt & bag: Ashley Williams
Shorts: Ernest W Baker
Shoes: shoes53045Photo: Courtesy of Yu Masui / @yumasui

“‘Excuse me! You forgot to wear shoes!’ This look has The Royal Tenenbaums-like retro vibe. Ernest W Baker who is showcasing on day four is one of designers elevating once-upon-a-time design into the modern era.”

    

Mask: Doublet
Earring: Ashley Williams and Safsafu
Coat (bi product): Marques’ Almeida
Jumper: Ashley Williams
Mini bag: Boyy
Pants: Marques’ Almeida
Shoes: EytysPhoto: Courtesy of Yu Masui / @yumasui

“Yu Masui can be rock and roll sometimes! A punk mentality! The fun part of fashion weeks is always dining out or partying after shows! I can’t wait to meet fashion friends after COVID-19…I miss you guys!”

Newsletter

Related Articles

0:00
0:00
Close
UK to Slash Key Pension Tax Perk, Targeting High Earners Under New Budget
UK Government Announces £150 Annual Cut to Household Energy Bills Through Levy Reforms
UK Court Hears Challenge to Ban on Palestine Action as Critics Decry Heavy-Handed Measures
Investors Rush Into UK Gilts and Sterling After Budget Eases Fiscal Concerns
UK to Raise Online Betting Taxes by £1.1 Billion Under New Budget — Firms Warn of Fallout
Lamine Yamal? The ‘Heir to Messi’ Lost to Barcelona — and the Kingdom Is in a Frenzy
Warner Music Group Drops Suit Against Suno, Launches Licensed AI-Music Deal
HP to Cut up to 6,000 Jobs Globally as It Ramps Up AI Integration
MediaWorld Sold iPad Air for €15 — Then Asked Customers to Return Them or Pay More
UK Prime Minister Sir Keir Starmer Promises ‘Full-Time’ Education for All Children as School Attendance Slips
UK Extends Sugar Tax to Sweetened Milkshakes and Lattes in 2028 Health Push
UK Government Backs £49 Billion Plan for Heathrow Third Runway and Expansion
UK Gambling Firms Report £1bn Surge in Annual Profits as Pressure Mounts for Higher Betting Taxes
UK Shares Advance Ahead of Budget as Financials and Consumer Staples Lead Gains
Domino’s UK CEO Andrew Rennie Steps Down Amid Strategic Reset
UK Economy Stalls as Reeves Faces First Budget Test
UK Economy’s Weak Start Adds Pressure on Prime Minister Starmer
UK Government Acknowledges Billionaire Exodus Amid Tax Rise Concerns
UK Budget 2025: Markets Brace as Chancellor Faces Fiscal Tightrope
UK Unveils Strategic Plan to Secure Critical Mineral Supply Chains
UK Taskforce Calls for Radical Reset of Nuclear Regulation to Cut Costs and Accelerate Build
UK Government Launches Consultation on Major Overhaul of Settlement Rules
Google Struggles to Meet AI Demand as Infrastructure, Energy and Supply-Chain Gaps Deepen
Car Parts Leader Warns Europe Faces Heavy Job Losses in ‘Darwinian’ Auto Shake-Out
Arsenal Move Six Points Clear After Eze’s Historic Hat-Trick in Derby Rout
Wealthy New Yorkers Weigh Second Homes as the ‘Mamdani Effect’ Ripples Through Luxury Markets
Families Accuse OpenAI of Enabling ‘AI-Driven Delusions’ After Multiple Suicides
UK Unveils Critical-Minerals Strategy to Break China Supply-Chain Grip
Taylor Swift’s “The Fate of Ophelia” Extends U.K. No. 1 Run to Five Weeks
UK VPN Sign-Ups Surge by Over 1,400 % as Age-Verification Law Takes Effect
Former MEP Nathan Gill Jailed for Over Ten Years After Taking Pro-Russia Bribes
Majority of UK Entrepreneurs Regard Government as ‘Anti-Business’, Survey Shows
UK’s Starmer and US President Trump Align as Geneva Talks Probe Ukraine Peace Plan
UK Prime Minister Signals Former Prince Andrew Should Testify to US Epstein Inquiry
Royal Navy Deploys HMS Severn to Shadow Russian Corvette and Tanker Off UK Coast
China’s Wedding Boom: Nightclubs, Mountains and a Demographic Reset
Fugees Founding Member Pras Michel Sentenced to 14 Years in High-Profile US Foreign Influence Case
WhatsApp’s Unexpected Rise Reshapes American Messaging Habits
United States: Judge Dressed Up as Elvis During Hearings – and Was Forced to Resign
Johnson Blasts ‘Incoherent’ Covid Inquiry Findings Amid Report’s Harsh Critique of His Government
Lord Rothermere Secures £500 Million Deal to Acquire Telegraph Titles
Maduro Tightens Security Measures as U.S. Strike Threat Intensifies
U.S. Envoys Deliver Ultimatum to Ukraine: Sign Peace Deal by Thursday or Risk Losing American Support
Zelenskyy Signals Progress Toward Ending the War: ‘One of the Hardest Moments in History’ (end of his business model?)
U.S. Issues Alert Declaring Venezuelan Airspace a Hazard Due to Escalating Security Conditions
The U.S. State Department Announces That Mass Migration Constitutes an Existential Threat to Western Civilization and Undermines the Stability of Key American Allies
Students Challenge AI-Driven Teaching at University of Staffordshire
Pikeville Medical Center Partners with UK’s Golisano Children’s Network to Expand Pediatric Care
Germany, France and UK Confirm Full Support for Ukraine in US-Backed Security Plan
UK Low-Traffic Neighbourhoods Face Rising Backlash as Pandemic Schemes Unravel
×