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Past Present Future: The Visionary Stylist Behind GOAT’s Style Catalog FW23

How Ai Kamoshita melds punky sensibilities and archival research for an artful vision of vintage, new and next.


Ai Kamoshita is the stylist behind GOAT’s debut Style Catalog. Lensed by Latvian photographer Ilya Lipkin, the campaign unites models and creative figures from around the globe, including British multihyphenate Georgia Palmer, Seattle-born artist Chito and French musician Suki. With her distinctive blend of raw authenticity and boundless invention, the campaign sees Kamoshita artfully mix archival pieces and new-season designs, reflecting Style Catalog FW23’s investigation into the past, present and future of style.

Born in the rural Japanese city of Gifu, Kamoshita remembers being drawn to clothing from a very young age. This love blossomed into teenage interests in punk doyenne Vivienne Westwood, rebellious streetwear label Hysteric Glamour and an array of niche Japanese designers—though it was only while studying womenswear design in Tokyo that she discovered the craft of styling. Leaving the rigors of design behind after graduating, she headed to London to make her way as a stylist. Cutting her teeth assisting visionary stylist and fashion editor Panos Yiapanis, today Kamoshita is one of the most sought-after forces in the industry in her own right. 

Here, she speaks on everything from her proudest career moments—including one that brought her to tears—to how she bridged vintage and new to create an image of now.

Ai Kamoshita styling model and DJ Georgia Palmer in an avant-garde denim look for GOAT's Style Catalog FW23.   

I like working with models who enjoy expressing themselves. Something magical happens on set during those creative collaborations. I love those moments so much.

Ai Kamoshita

Some of the final looks by Ai. Each outfit features styles from past, present and future eras.   

I wanted to create looks that felt really modern, mixing pieces from different eras with current collections as well. We contacted loads of archival places and pulled the most iconic pieces from different eras.

Ai Kamoshita

Everyone had really interesting, authentic styles. It's not just me creating the looks—they managed to own it themselves and bring the styling to life.

Ai Kamoshita

Ai's look for Georgia Palmer displayed on a billboard near the Paris Opera. The outfit pairs an Alaïa bodysuit from 2022 with pants by Y/Project from 2016.   
Paris-based singer Suki styled by Ai for GOAT's Style Catalog FW23. The outfit recalls Y2K codes with select styles by Jean Paul Gaultier, Diesel and Nike.