Interview with Girolamo: "Why 'LEON' Has Remained the Face of the Magazine Since Its Launch in the World of Lifestyle Magazines Where Freshness Matters"

We focus on and hear from "promoters of successful creative activities" across various fields.

LEON and I had a great meeting of minds from the start—it was a perfect match. We were exactly what each other needed. Starting in 1991, I appeared on NHK's "Italian Conversation" program. Since I styled all my own outfits for every episode, it became a talking point. Fashion magazines started approaching me, and I began appearing in advertisements. That's when the offer for LEON came. I'd always loved buying clothes, accessories, and cars. My lifestyle—where to eat, how to make people happy—was exactly the concept LEON proposed. LEON had its power, and I had my own. It was just the right timing. Even now, I enjoy working on LEON as if it were part of my own life. It feels natural, not forced. When I wear clothes as a model, I'm not being dressed; I'm wearing them naturally because I love clothes. If I walked around town looking sloppy, people would say, "Oh, she's different in real life." So I feel a sense of responsibility. But my everyday life is like LEON.

Times change, society changes, and what readers want changes too. Both I and the LEON staff work hard, researching all kinds of things for each issue. But it's not about studying something at home. It's about sense. We're just utilizing our everyday lives, our sense. When starting a new theme, we all discuss it together, and the editor-in-chief might say, "Mr. Girolamo, this time let's go for this kind of feel, this kind of mood." Then, both I and the staff get into that mood, even when walking around town. It becomes moving advertising, not just confined to the magazine pages. For example, people are curious about what kind of car I usually drive. I consciously choose the car I drive based on my own judgment. Things you buy yourself ultimately hold greater value than things you receive. It costs money, though.

I believe creating the right atmosphere on set is crucial for great photos. For instance, you have to support your fellow models. It's not just about shaking hands or superficial things. When you spend long hours together, you need to keep them energized and make them laugh, so you communicate. You become friends. When you get close, outsiders might think, "Oh, he's hitting on her." But that's not it. I've also gone on vacation to Hawaii with members of the same shoot team several times, renting a house and spending about four days together. If the whole team gets along well, it makes it easier to shoot even when other models join in. The photographer can shoot comfortably too. The end result is completely different. The atmosphere on set comes through to the reader.

Also, when shooting the LEON cover, we have a pre-set theme, but sometimes it shifts a bit during on-set discussions. I have to act accordingly. This is acting. It's truly like a movie. There's a director, actors who are close with the director, a producer... it feels like that. One photograph is like one movie. I think it's rare for a magazine to create its cover this way every time.
Looking back since LEON started, the uniforms-like attire of Japanese salarymen has changed a lot. They've gotten stylish, right? Men want to be called "cool" even as they age. They want to be seen as "still got it" even when they become "middle-aged guys." So, I want to tell them, "You're not done yet." That's what it's about.