Press & Awards
FINEBOYS Online goes behind the scenes at Assort
On 24 March 2024, FINEBOYS Online, the web magazine of FINEBOYS, published a five-page feature on Assort: the salon behind the transformation videos on Instagram and TikTok.
What the feature is about
It opens with the videos: people change, as if by magic, on a count of '3, 2, 1'. FINEBOYS Online asks its readers whether they knew that the salon behind them is made in Japan. With so many guests from abroad, might it feel out of reach for readers born in Japan? Not at all, it says, and it goes behind the scenes of a worldwide salon that keeps Japan's careful hospitality.
What is in it
Our CEO Ken Kobayashi talks about how the videos began and how they are made.
Three of our stylists, two at ASSORT TOKYO and one at ASSORT NEW YORK, answer the magazine's questions: about learning English, about talking with a guest for the first time, about being on camera, and about how they would restyle the magazine's models.
It closes with a word to its readers: the next person in one of those videos could be you.
About FINEBOYS Online
FINEBOYS Online is the web magazine made by the editors of the magazine FINEBOYS, with the latest fashion and trends and new articles every day. HINODE PUBLISHING publishes both.
Thank you to FINEBOYS Online, and to everyone who read the feature.
Written by Assort