Forever Fashion | Atsuna Matsui

For as long as she could remember, Atsuna Matsui has always had an interest in fashion. Fashion is Atsuna’s outlet to self-expression and since her childhood she was always very expressive through fashion, even if she wasn’t able to express herself in other forms. “I was always very much interested in fashion for as long as I could remember. It was always a form of self-expression to me and a representation of what I was feeling that day. Growing up as a kid, I had a very shy personality, but I always took bold risks with fashion because it was essentially a creative outlet for me to be whoever I wanted to be,” Atsuna says.

As far as her career in the fashion industry, Atsuna started off as a photographer. “Photography was my greatest passion since I was twelve and through photography, I learned a lot about composition, color, and lighting. When I ended up becoming a blogger, I used a lot of my photography knowledge and incorporated that background into blogging,” Atsuna recalls. With the love of photography and growing audience, Astuna tried to branch out and try something new. it only took one post to help her expand her goals and give her the confidence to pursue more. “I initially started out as a photography account on Instagram. Then, I posted my first outfit photo and noticed so much more engagement on that photo so I started incorporating more photos with me in them. Eventually, I converted my Instagram photography account to a beauty, lifestyle, and fashion account. One thing that I love about blogging and social media is the community you build with your followers and other fellow bloggers so engaging with other users was what made it so fun and motivated me to always self-improve,” Atsuna explains.

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Personal style

Since Atsuna has been interested in fashion for so long, she has her personal style down pact. Her style is interesting, combining simplistic pieces with trendy counterparts. She is not afraid to make a bold statement. “As a born-and-bred Los Angeles girl that is accustomed to nearly year-round warm weather, my sense of style is minimal, breezy casual luxe with a touch of nonchalance. I balance between trendy pieces and classic, timeless basic threads to create fashionable ensemble,” Atsuna describes.

“I think, to a large extent people are defined by the things they say no to. I think this can also be applied to style and aesthetics. I try not to do excessive things and I generally stick to what I’m into the most.” -Atsuna Matsui

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Accomplished

Atsuna has accomplished great things in her career. One of the biggest accomplishments was her ability to convert a hobby into a full blown career. Trust me, it’s certainly something that not everyone can do. However, with her perseverance and optimistic outlook on life, she was able to find the key to success. “I think the constant novelty and challenges are at times difficult, but they also make it new and rewarding. Being self employed, you need to be a self-starter and always striving and pushing yourself which is something that I know will never go away on this path I’ve put myself on,” Atsuna explains.

Stay True

I find reaching people on social media to be so fascinating. There is so much potential there and yet there is a dark side to it as well and I want to address that here. I am by nature a very private person, but I also want to deeply connect with my followers. Navigating through the pitfalls of adult life we learn so much and can go through many hardships, but I hope that whoever reads this doesn’t ever lose hope in themselves and in the importance of maintaining values and virtue while doing it. Nobody talks about integrity and virtue anymore and I think that’s something that’s lost in our culture today and I don’t think it needs to be that way.

“I want everyone who reads this to know that I believe firmly in the fact that you can always improve and that nobody out there is better than you, no one.” -Atsuna Matsui

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Who do you consider the icons in the fashion & design industry?

Youji Yamamoto, Rick Owens, Ellen von Unwerth, Ryan Mcginley. I know the latter two are photographers, but they have had an impact on me.

What’s the next frontier in building your tribe?

First off, I love that you used the word tribe, I think it speaks to the true essence of the need of belonging for people. I want to continue to just fine tune my social media outlets. Curate better and take things in a more interesting direction.

What’s next? & why?

In general, I am always looking toward the future, but there are so many possibilities right now, I just haven’t completely decided on one yet, so we will have to see.

What are you reading these days?

I think we all don’t read enough these days, so I can’t say that I have been reading that much at the moment. Alain De Botton is a writer and philosopher that I always enjoy reading and there’s another book, Triggers, by Malcolm Goldsmith.