Kiichiro Asakawa of ssstein Reimagines Beauty Advisor Uniforms of Shiseido

Shiseido unveils its new global in-store uniforms, “KASANE,” created in collaboration with Kiichiro Asakawa, designer and founder of ssstein. The new design will be introduced gradually across Shiseido stores in Japan and internationally beginning in October, alongside refreshed beauty counter spaces.

Asakawa’s signature minimalist and architectural approach perfectly aligns with Shiseido’s philosophy of uniting Japanese aesthetics with innovation. Known for his work that emphasizes structure, purity, and quiet strength, Asakawa brings a modern sensibility to the new uniforms—one that balances refined craftsmanship and subtle emotion.

Developed under the theme “BI-DO” (The Way of Beauty), the uniforms draw inspiration from traditional Japanese culture and the concept of “ma,” or the beauty of space and pause. Layered forms and flowing lines express both elegance and inner resilience, capturing the poise and precision of Shiseido’s Personal Beauty Partners.

To complement the new design from Kiichiro Asakawa of ssstein, select Shiseido counters will also feature updated interiors incorporating digital camellias, symbolizing the brand’s fusion of art and science and its commitment to reimagining the future of beauty.

About Kiichiro Asakawa, A graduate of Tokyo Gakugei University, Asakawa started his career by working for the Japanese multi-brand store Naichichi for six years. Curious about a garment’s construction, he often took apart vintage pieces from the store. When Naichichi came to an end in 2016, he opened his own store Carol. Besides selling edgy designer clothes, at Carol, he offered pairs of vintage Levi’s 501 jeans that could be specially adapted to each customer’s unique morphology. This project’s success led him to launch ssstein in 2017 with three trouser designs. Two seasons later, tops and coats were added and the brand developed into a full collection. The first ssstein runway show took place during Rakuten Fashion Week Tokyo for the 2023-2024 AW season. The designer’s sharp aesthetic is recognizable in the scenography of his presentations as well as the lookbook images and the campaign videos.