London Daily

Focus on the big picture.
Monday, Oct 12, 2026

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 Prime Minister Andy Burnham Meets German Chancellor Merz to Strengthen European Security Ties
Nearly 100,000 NHS Patients Treated in Hospital Corridors as England Braces for Winter Pressures
UK Government Rejects US-Russia Diesel Agreement and Reaffirms Sanctions Against Moscow
UK and Germany Agree to Deepen Security and Economic Cooperation Following Berlin Talks
British Prime Minister Burnham Pledges Closer EU Ties During Visit to Germany
UK Announces New Sanctions on 17 Russia-Linked Entities During Foreign Secretary's Ukraine Visit
UK and Germany Finalize Kensington Treaty to Strengthen Defense and Technology Cooperation
Britain Maintains Diplomatic Mission in East Jerusalem Despite Israeli Closure Deadline
English Councils Push Government to Rethink Proposed Funding Cuts
Scottish Homebuilding Falls to Lowest Level in 11 Years
BBC Chief Matt Brittin Defends Restructuring as Staff Challenge Job Cuts
UK Finance Warns High Energy Costs and Bond Yields Are Complicating Fiscal Outlook
UK Adopts All 44 Recommendations on Regulating AI in Healthcare
Chancellor John Healey Prepares Autumn Budget as Borrowing Costs Strain Public Finances
UK Investigators See Strong Indications of Iranian Link After RAF Fairford Security Operation
Laura Trott Pledges Tighter Controls on Political Activism in UK Classrooms
Welsh Ministers Launch Long-Term Review of North Wales and Anglesey Crossings
Welsh Government Orders 18-Month Study of Road Solutions Around Newport
Reform UK MP Sarah Pochin Faces Scrutiny Over £800,000 Second Home Purchase
British Households Grow More Concerned About Fuel and Energy Prices
NHS Leaders Warn of Rising Winter Pressure on Emergency Departments
Kemi Badenoch Proposes £2.3 Billion Employer National Insurance Cut for Young Workers
Middle East Conflict Could Erase UK Fiscal Headroom, Economists Warn
Manchester City Found Guilty of Multiple Premier League Financial Rule Breaches
UK Security Services Find Strong Indications of Iranian Role in RAF Fairford Incident
Costa Coffee Returns to Operating Profit on Iced Drinks and Menu Changes
Asos Warns Customers After Unauthorized Access to Retail App and Data
Kemi Badenoch Puts Growth and Deregulation at Center of Conservative Conference
Campaigners Warn of Deepening Social Care Crisis for Disabled Adults
Study Finds Rising Early-Onset Cancer Rates Among Adults Under 50 in Britain
UK Coach Operators Warn High Diesel Prices Could Force Route Cuts
FCA Opens Independent Review Into Handling of Epstein-Linked Whistleblower Case
Argentina Vows to Block Falkland Islands Offshore Oil Development
UK Chancellor Prepares Fiscal Measures and Welfare Reforms Ahead of Autumn Budget
Sainsbury’s and Morrisons Explore Potential Multi-Billion-Pound Merger
UK Weighs Tariffs on Chinese Electric Vehicles to Align With European Union
UK Threatens Diplomatic Expulsions Over Planned Closure of East Jerusalem Consulate
UK Energy Price Cap Hits Three-Year High as Middle East Conflict Raises Costs
Seventh Arrest Made in Suspected Terror Plot at RAF Fairford
Systemic Education Collapse Sparks Mass Student Uprisings in France
Green Party Faces Backlash Over Resolution Equating Zionism With Racism
Conservatives Debate Scrapping Environmental Rules for New Homes
Cornwall Insight Warns UK Energy Bills Could Approach £2,000 This Winter
UK Coach Operators Warn of Service Cuts as Diesel Prices Exceed £2
Scottish Parliament Approves £68 Billion Budget With New Tax and Property Measures
FCA Opens Independent Review Into Handling of Epstein Whistleblower
UK Government Drops Plan to Suspend Jury Trials in England and Wales
Bank of England Holds Interest Rate at 3.75% as Markets Watch November
Two Iranian Nationals Charged Over Alleged Plot Targeting Manchester Jewish Community
UK Fiscal Headroom Halves to £11 Billion Ahead of Budget, EY Warns
×