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When Ines started manning the Miss Universe Japan pageant, she made a lasting impression to everyone in the industry. That could be because she possesses such clear convictions and it's not difficult for her to do something fresh. A risk-taker, she approached pageant coaching with a new snooping and sensitivity. Miss Japan's national director got a reputation as one of the finest and hippest in the industry. Find out how she turns Japanese delegates looking like individuals in the modern world.
We're looking forward to Kurara's competition gown! Can you tell us what it looks like? 
Your
reputation
as
a
national
director
is
first-rate.
How do you handle the MUJ pageant system?
My involvement in the Miss Universe started when I was in Hong Kong, representing celebrity models for IMG
Models at the end of
'97. Donald Trump had just bought the Miss Universe trademarks. We have a friend in common in New York, and my name popped out during a conversation. Next, I was asked to implement an event in Japan within the next 2-months period and to bring a
"Miss
Japan" to Miss Universe in Hawaii.
Honestly I had never envisioned being involved in a beauty pageant, neither less to a direct one considering my passion and knowledge as a high-fashion player.
Also in Japan, beauty pageants had a very low image after one great scandal made headline news in the past. I thought I would just do it for a year and leave it. But here I am, 9 years later talking to you! I now live in Tokyo with my family, have implemented a total of 9 events since then. My best friends in the industry, Peter Elias, director of Miss Trinidad & Tobago and Denis Davila,
directing the Miss Canada Competition both have helped me a lot ever since I started.
You
seem
like
a
very
good
shot.
Most
of
us
refuses
to
acknowledge
that
being
a
Miss
Universe
national
director
is
hard
work.
What's
the
greatest
achievement
you've
ever
had
for
MUJ
so
far?
During the first year, I was flying from Hong Kong to Tokyo regularly. I tied-up with Dior and Harry Winston, also with the Park Hyatt hotel that hosted the event, and to tell you honestly- being associated with such powerhouses has enabled me to bring back the event to life.
I believe my best achievement so
far has been to grow the event in Japan from a one-night event, to all-year promotional activities tied-up
with various medias. Building up a strong marketing program allowed me 8 years later to sign some multi-year deals with leading companies such as Samantha Thavasa, Evian, Transcosmos and Jaguar.
What's the real deal with
your
coaching
style?
I am very close to the finalists each year. I style them, teach them during the 7 months of promotional activities until the built-up to the final. I am very strict with them as well, there are a lot of crying and dramas for sure. Some might say that I am more of a dictator than a director! I am aware that what is expected from them is incredibly hard, some had to put their studies or their jobs on-hold for 6 months to concentrate on the competition. But in the end, I remain very close to past finalists and winners because when they look back, I believe that they realized how much experience and maturity they have gained throughout those months of dedication. Nobody looses in the end, they all win in confidence and
that's what really matters.
"Miyako Miyazaki is remembered as a benchmark for which all other Miss Japans are compared to" and "Japanese delegates in Miss Universe break the norms of
fashion,"
expound on this.
People know me as a rule breaker which is true, but I must admit that all the noise is not all mine. My delegates represent Japan, a country full of trends. They all have one point in common: fashion. If you walk in the streets of Tokyo, you will be immersed into individual creativity. Fashion is a lifestyle, a culture. The candidates that apply all have a personal style and a lifestyle that represent Japanese fashion. Also, when they go to compete at Miss Universe, it reflects who they are. Yoko Ono was the first Japanese woman to represent Japan on an international level. It is not something new, and Miyako projected just that 2 decades later when she competed in Panama. Kurara has lived in France, Spain and New York. She reads Le Monde and USA Today. She buys international women magazines. She projects a complete new image for the Japanese delegates this year, maybe more westernized.
It is a decision that is taken by the delegate herself. We visit press rooms of Japanese and foreign designers, unknown as well as world famous. She decides based on her personality. In 98, Nana competed in Dior because she was crowned by John Galliano. She was a big fan and it was her dream to meet him. Cinderella fairy tale comes true!
In 99, Satomi Ogawa presented a unique gown made of
"sakura" flowers by Japanese designer Keita Maruyama. In 2000, Mayu Endo wanted to wear Fendi and her gown arrived in Cyprus the day after the preliminary show! In 02, Mina chose Valentino, and her father bought the dress for her because I could not get a deal with Fendi directly.
When Miyako won, she signed a one-year endorsement contract with Celine and her gown was sent from Paris just before she left for Miss Universe. She loved it and it was her choice. Miyako is not a beauty queen but a diva, and this outfit was perfect for her moves on the stage. It was her competition and she felt unique. Indeed she was. She made a statement, a fashion statement that was all hers. I arrived just 2 days before the final in Panama and I was worried that the organization would be upset with me, also I brought with me a long coat made by one English designer in Japan who is a drag-queen by the way and a good friend of mine. I asked Miyako to wear it in case she would land in the top 10. She did. Also, I asked her to change her dress to a more conservative Celine gown if she would reach the top 5. She did. Have I done a mistake by telling her to change? I believe I did. Because she looked like everyone else up there in the end, plus she got betrayed by her
"lost-in translation" translator.
Last year, Yukari's gown made big waves as well. Yukari's is a street fashion lover. She made a fashion statement that reflected her personality: teasing-glamour and
outrageous exhibitionism, it was her choice again. The designer Toshikazu Iwaya is the new Japanese Alexander McQueen, and
Yukari's absolute favorite. His designs are a reflection of underground and
"gay-is-hot" influences. I got nailed for it by many pageant fans! It was a big risk, but in the end it made so much news back home, Dress Camp being the ultimate fashion brand in Japan,
"the hottest
ticket" in town during the fashion week with Tokyo fashionistas and several well known socialites and celebrities attending.
Kurara has 2 options. A delicate gown designed by genius Olivier Thensken for Rochas. The New York headquarters are now checking if the gown will be available at the end of July.
During the opening
segment,
Kurara
wore
a vibrant red carpet gown from Shanghai Tang.
Miyako Miyazaki
prepped Kurara for gracious moves on the stage. Do not expect a
"Miyako
presentation", but a Kurara personal interpretation of her gown in front of the judges.
Kurara is sweet and fun; she comes across as a real person with whom you want to have a conversation, to travel with, to go out for dinner. She is someone who laughs easily and naturally. She is grounded and generous. A good friend, a good sister, a good mother to be. She has the right balance between beauty and brains. She is also a good, professional, passionate, curious, focused and honest person. Her edge at Miss Universe will be her maturity, and the fact that she speaks 4 languages, 2 of them being crucial in Los Angeles (English & Spanish). She is a pro-writer, we also expect her to be very strong at her interviews.
Do you have any hunch on what MUO would be looking for this year?
Like every other year. Someone aware, who will do the work seriously and generously.
Someone with looks, smarts and sophistication. Someone with the determination to represent the organization in a decent and modern manner. During the 3 weeks prior to the final, everyone from the organization is watching the delegates and they see very clearly who has it or not. It is very much a behind the thing selection for the top 15. And now that the organization has a final word, there is no more mistake, the girls up there on stage in the end are the best ones for the title. My favorite winners from the past are Wendy Fitzwilliam and Jennifer Hawkins. And I have to say thank you to Natalie because she has been a great inspiration for my candidates this year.