Stylist Natsumi Ogasawara on the Freedom of Denim and the Image of Refinement

This autumn, Japan Blue Jeans added five denim shirts, each with its own distinct style, to its lineup. The key visual for this season's signature pieces was created by stylist Natsumi Ogasawara. As someone who thrives in the world of fashion, how did she see Japan Blue Jeans' new products, born from a dedication to craftsmanship? We asked her about the story behind the shoot and what she finds compelling about denim.

This autumn's lineup features five styles each for men and women, with each item available in a non-wash and a used-wash finish. The women's simple one-pocket shirt has a slightly boxy silhouette. The open-collar style with front darts has a more compact construction.

Left: Like the others, the pullover style is made from a 7oz cotton-polyester denim that drapes naturally.
Right: A slightly oversized silhouette with a wide body and dropped shoulders. The two chest pockets serve as an accent.

"Honestly, I've always felt a bit unsure about denim."

Asked about her personal history with denim, Ogasawara answers with a slightly sheepish smile.

"Sorry, that's a strange thing to say for a denim feature (laughs). I used to wear it and love it, but over the years I started noticing how casual it could look, and I found it hard to work into my styling. So the denim I own myself is mostly limited to white or dark indigo pieces. But over roughly the past six months, I've finally started wanting to wear it again myself."

The turning point came during a styling job, when she tried pairing a modish shirt with a lightly washed pair of jeans on a whim.

"When I actually put it on the model, it felt so fresh. I'd always approached styling with a mindset of keeping things neat and precise, but as I've gotten older, my thinking about styling has shifted too. I've come to feel that a little looseness is nice — that maybe it's fine to leave a few creases in."

Ogasawara after the shoot. She herself chose the one-pocket, relaxed-fit model in a non-wash finish.

Having built a reputation for polished, refined looks, Ogasawara says she once resisted the raw, roughed-up feel of heavily washed denim in particular — but that feeling, too, has shifted considerably.

"Working with these five shirts, I really felt how much the finish and the silhouette can change the whole look. That's what led to the idea of casting multiple models and showing them through a series of cuts — I felt each shirt's individuality would come through more strongly that way."

For the shoot, she called on Ian Lanterman, a photographer originally from New York now based in Tokyo. "I chose him because his photos have this relaxed yet refined mood, and I felt he could really capture the texture of the denim," Ogasawara explains, recalling why she picked him for the project.

"In the fashion scene, the oversized trend has settled down, and more brands are moving back toward true-to-size fits. Still, I think it will take a bit more time before that silhouette really takes hold more broadly. I feel like starting with tops — like these shirts — is a good way to bring in that current, well-proportioned sizing. Personally, I think it's really important for grown-ups enjoying denim to understand what amount of ease and length actually suits them."

The women's pullover has a more minimal front closure with hook fastenings. Roll up the sleeves to reveal the contrast between the fabric's front and back.

Left: A snap-button style with a western-inspired design, featuring a slightly longer point collar to match.
Right: A men's piece that leans workwear in feel, though its details and pattern keep any rustic heaviness in check.

Denim is often discussed alongside certain rules and bits of received wisdom — so how does Ogasawara feel about that?

"As long as you know the bare minimum rules you shouldn't break, I think it's fine to enjoy the rest by feel. Take menswear suiting, for example — I completely understand the appeal of clothing that comes with rules. But I've always loved mixing in different moods, or simply combining things because they look cute or beautiful to me visually. I really pay attention to that kind of intuitive balance."

Even with the same two-pocket design, the women's version has noticeably larger, more exaggerated pockets. Larger black mother-of-pearl buttons complete the look, adding a touch of refinement to its casual feel.

This one leans more toward an authentic western shirt. The hem is deliberately left raw with overlock stitching, letting the fabric's faded texture stand out even more.

The ice-blue shirt on the far left strips away pockets and other details almost entirely, giving the faded denim a crisp, dress-shirt-like finish. A softer shape lends it a clean, true-to-size silhouette.

It would be a shame to limit your relationship with denim to a rigid "this is the only right way" mindset. Wearing it in a classic, authentic style is great — and so is enjoying your own personal mix, or even a bit of imbalance. That kind of positive message seems to run through both Ogasawara's words and the visuals she created.

"I think this tendency might be especially strong in Japan, but a lot of people probably worry about how they'll be seen by the opposite sex or by those around them when choosing what to wear. I'd love it if the idea of simply wearing what you like, rather than worrying about how others see it, became more widespread."

Effortless yet refined — that's the sophisticated image at the heart of these five distinct denim shirts. Slip one on, and even denim you know well should feel fresh all over again.
Just as Ogasawara has found her way back to denim once more.

Natsumi Ogasawara

Born in 1993 in Tokyo. While studying at Bunka Gakuen University, she set her sights on becoming a stylist, working for several years as an assistant to Shotaro Yamaguchi before going independent in 2020. Since then, she has been active across fashion magazines and various brand visuals and advertising campaigns. Her downtime pleasure: watching dogs and cats.