As Paraguay’s creative industries continue to gain visibility, fashion designer Julián Shigeyuki is marking fifteen years of building a career defined by identity, heritage and innovation. Born in the Paraguayan countryside and now based in Asunción, the capital, the Nikkei (meaning Japanese or their descendants living outside of Japan) designer has established himself as one of the country’s most distinctive creative voices, blending Japanese influences with contemporary Paraguayan fashion while steadily expanding his brand beyond clothing.
Today, Shigeyuki’s work encompasses fashion collections, creative direction and, most recently, fragrance. With international presentations planned in Argentina and participation in a sustainable fashion competition in Panama, he sees his career as part of a broader evolution taking place within Paraguayan fashion.
“I have always believed that you have to stay loyal to your vision,” he tells The Asunción Times. “At some point, people connect with honesty.”
Family heritage as creative foundation
Long before fashion became a profession, creativity was part of Shigeyuki’s everyday life. He grew up surrounded by craftsmanship on both sides of his family. “My grandmother on my father’s side is a seamstress, and my grandmother on my mother’s side made haute couture and handmade kimonos.”
He also spent much of his childhood in his grandfather’s shoe workshop, where leftover materials became his first tools for experimentation. “I grew up playing with leather and the remains of shoes,” he recalls. “It was a space where creating things felt natural.”
Those early experiences helped shape a designer who was never interested in following conventional rules. Inspired by Japanese fashion, he developed collections featuring dramatic silhouettes, oversized structures and conceptual designs that challenged traditional ideas of tailoring.
While his runway presentations at events such as Asunción Fashion Week attracted attention, commercial success came more gradually. “People loved seeing the collections, but they were afraid to wear them. The difficult part was convincing someone to buy what they admired.”
Building a brand through authenticity
After years of working under his own name, Shigeyuki officially registered his label in 2019. He describes the transition from independent designer to established brand as a gradual process that accelerated when his partner became involved in shaping the company’s long-term direction.
A defining moment came when the label publicly embraced its LGBT+ identity. “I belong to the community and I wanted the brand to reflect that honestly,” he expresses.
That commitment to authenticity has influenced both his collections and his runway presentations. Over the years, he has introduced drag performers to the catwalk, experimented with upcycled materials and explored gender-fluid styling, often pushing against traditional expectations within the local fashion industry. “There is always fear. You wonder whether society is ready for your ideas. But I always choose to stay faithful to myself.”
A changing fashion landscape
For Shigeyuki, one of the most significant changes in recent years has been the growing desire for individuality. “There was a time when everyone dressed exactly the same. Now people want clothing that represents who they are.”
He believes younger designers are also benefiting from a stronger sense of community than previous generations experienced. As one of the founders of PRODI, a programme that supports Paraguayan designers, he actively encourages emerging creatives to develop their own visual language.
“I know how difficult it is to begin,” he says. “Many people have talent but do not know where to start. If we support each other, fashion grows for everyone.”
Beyond clothing
Shigeyuki’s creative ambitions now extend well beyond garments. He recently launched his first fragrance, a unisex perfume that forms part of a broader lifestyle vision for the brand. Accessories, handbags and cosmetics may soon follow.
“Fashion today is more human,” he says. “People connect with authenticity. They do not buy something only because of a logo. They buy because they feel represented by it.”
As he enters his sixteenth year in the industry, Shigeyuki continues to expand his creative universe while remaining guided by the principles that shaped his career from the beginning: heritage, experimentation and an unwavering commitment to his own vision.
For more information you can follow the official brand of Shigeyuki on Instagram.
Also read: Designer Gabriela Recalde Rebrands As Momorã, Deepening Her Paraguayan Roots
