Naomi Watanabe Is Disrupting The Stereotype Of Japanese Women

Naomi Watanabe is changing the perception of the Japanese woman. Loud and proud, she's a comedian for the Instagram generation. The proof? Well, there's the 7.6 million loyal followers that tune in to get her comical feed, that's also packed with serious outfit inspiration. You'll quickly rethink your approach to colour combos once you give Naomi a follow. Originally rising to fame for her impersonations of Lady Gaga and Beyoncé, this unique breed of fun that has lead to her becoming the most-followed person in the whole of Japan. Natch.

The 30-year-old's presence has slowly been permeating outside of her native country, it reaches climax now as she is announced as one of the faces of GAP's Logo Remix campaign. Celebrating the iconic logo in all its previous incarnations, Naomi has been chosen alongside Maya Jama, Connor Franta, SZA and Sabrina Claudio and others to moves and shake, pose and pout in the brand's signature slogan, and her own easily-identified plaited pigtails. There's no scrimping on the sass, either.

Dialing in from Japan, we caught up with Naomi to discuss breaking barriers, the power of Beyoncé and her very handy-to-know Gucci hack. Meet your new girl crush...

What was it like on the set for the GAP Logo Remix campaign?

"The set itself was very artistic in the shade of blue that GAP is best known for. It was so simple that I really had to do something to make sure that my performance stood out. I did feel a bit of pressure once I saw how simplistic it was."

You’re breaking the stereotype of the way Asian woman are usually viewed in Western society – how important is this to you?

"I can’t really speak for Asia as a whole, but Japanese women definitely do have the image of being quiet. There is a part of me that doesn’t feel too bad about the positive stereotype that we are well mannered and such, but I definitely think that it’s important to change the stereotype: Japanese women do have opinions; we are not going to say yes, all the time or agree to everything. Instead of people thinking that ‘oh, she’s Japanese, so this is the way she is,’ I would love to make a change and have society think that I am the way I am because I am Naomi and not because of where I am from. I want to just to be seen as an individual."

What was her favourite thing about the campaign?

"First of all, I was very honoured to be able to work with the brand. What is amazing is that it isn’t just for one country: it’s global. It’s an amazing opportunity for me. I was very nervous once the cameras started rolling but the director quickly realised that I love dancing and decided to put me and SZA together to do an improv dance. I realised I shouldn’t be shy and just have fun."

How will you react when you first see the campaign?

"It’s such a proud moment, I’m going to be pumping my fist every single time! This project was so different for me, personally. I haven’t ever really worked outside of Japan before and I couldn’t speak the language on set. I know I’m going to be so moved by the fact how many people over the world will see it."

How important is it to you that big brands like GAP cast a diverse group of people for their campaigns?

"Up until now, I really felt like only skinny people could enjoy fashion and that was sort of the message that was sent across, but a big brand like GAP doing something like this is a great step and makes fashion available for everybody. It sends a message that everyone can enjoy it. I think I was chosen to represent the big girl in this campaign and I hope that everyone who sees this can feel they can wear whatever they want whatever size they are. I hope that I - and this GAP project - can change people’s mind and can make people think in a more positive manner."

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Who is the one woman that has inspired you most?

"I’m always meeting women and people that inspire me, but, of course, it is Beyoncé. I think she is so strong, so powerful and she does everything she wants to and that is so inspiring. But overall, I just respect and am inspired by women who have careers that they enjoy and have opinions and are individuals."

Does the pressure of having so many Instagram followers ever get too much?

"In the beginning, I was posting whatever I wanted, but as I started growing, I suddenly started to put pressure on myself. I felt like there were certain expectations that I had to live up to and I started posting less and less. I started getting down when I went on other people’s pages but then I’d see a funny video which would make me smile. I realised if they could make me feel like that, then I too could impact other people with my videos. So, now, I try to believe that and post with less pressure on myself."

What do you wish you had known when you were 20?

"I really wish I had studied English! I just never thought that I’d be doing something abroad or doing interviews with British media. Words are very, very important and I hope that I will be able to express myself and in my own voice in English someday."

What’s your favourite beauty product?

"I am really into eyeshadows right now – like you can see in the campaign! I really love eyeshadows that are colourful to match my clothes outfits."

What’s your favourite thing in your wardrobe right now?

"I recently bought a Gucci bum bag but the strap won’t go around my waist. I replaced it with a six XL leather belt from my label Punyus. It’s pretty similar material so you can’t really tell. It’s my own little secret."

You’ve said before that performing at the Japan 2020 Olympics is your dream – what do you imagine your performance would be like?

"I am not asking to be the main actor or anything. I’d be happy being seen dancing in the Opening Ceremony for three seconds. There are so many amazing talents and dancers, so event two seconds is fine."