NINA ISHII: Turning passion into power wrapped in a bow

Q&A W/ FASHION DESIGNER AND CONTENT CREATOR, NINA ISHII, ON INSPIRING GIRLS TO PURSUE THEIR PASSIONS, AND HOW BEING A CONTENT CREATOR SPURRED THE LAUNCH OF HER SELF-MADE BRAND.

Amongst the vast landscape of increasing social media content stands a fresh and bold content creator, fashion designer, and bow enthusiast Nina (Hinako) Ishii, also known as @nina.new.york on Instagram. As a self-starter launching her brand from scratch, her social media presence has grown to a now loyal 66.4K followers. With a goal of “inspiring girls to turn passion into power,” Nina has amassed views in the millions, with her most viral video reaching 9 million views of her crocheting her viral bow bag. We had a chance to speak with Nina about her journey as a designer, how it’s like to navigate creative life from NYC to Japan, and how to balance running an online brand while staying true to your creative vision.

How did you become interested in fashion?

I have an older sister who’s two years older than me—and when you have a sister, you basically steal her life. I was that little sibling who copied everything: her clothes, her shoes, her accessories. I think that’s where my love for fashion started—through imitation, then turning it into my own expression.

What made you choose to go to NYC?

FIT had been my dream school since I was young. But the real beginning was when I was 13—I met an incredible English teacher who completely changed my life. She made me fall in love with learning English and sparked this big dream of studying abroad. After three years of trying to convince my parents, I finally got on a plane and landed in San Diego. From there, I made my way to NYC.

I’ve always wanted to study fashion, and when I Googled the best place to do that, FIT kept coming up as the #1 fashion school in the world. So I said, “Okay, then I’ll go there.” Simple as that but also not so simple at all.

What is your favorite video you’ve posted? Favorite piece you’ve designed?

It’s so hard to choose, but recently I really loved the one I did in collaboration with the MTA and Instagram. it was surreal and so NYC.

I’ve also worked with brands like Coachtopia, Sézane, LoveShackFancy, BURGA, and Glossier, which I’m really proud of, especially coming from a student background. My Bow Bag is still my favorite design because it was the first thing I made that really resonated with people.

What are your most viewed posts, and what do you think made them resonate?

One of my reels got over 9 million views—and it was literally just a video of me hand-crocheting bows. I think people were drawn to the calm, satisfying process, but also the nostalgia and uniqueness of it. There’s something really special about seeing something handmade from start to finish, especially in a world where everything feels so fast and mass-produced. It felt personal, and I think that’s what made it resonate.

How do you think your aesthetic stands out? Would you ever want to try designing something out of your comfort zone?

My aesthetic is feminine and nostalgic, but not delicate—it’s bold. I love bows, ruffles, soft textures, but I design them for girls who are strong and chasing something. It’s cute, but it’s got grit. I’d definitely love to try designing something out of my comfort zone—maybe something super minimal or tailored. As long as it tells a story, I’m open to experimenting.

How is it like navigating between NYC and Japan? Are there many differences when you work or explore both homes?

It’s like living in two different worlds that somehow both feel like home. Japan is quiet, detailed, calm. NYC is chaotic, fast, loud and it pushes me creatively. In Japan, I focus inward. In NYC, I experiment more and collaborate with people constantly. Both sides shape who I am as a creator.

"DON'T WAIT FOR PERMISSION. YOU DON'T NEED TO BE 'READY' JUST START MAKING THINGS. BE YOUR OWN BIGGEST SUPPORTER AND STAY CURIOUS."

What do you do to help spur your creative process?

I always start my day by making matcha. It’s my little ritual. The process of whisking it calms me down and helps me focus. I usually light a candle, open my journal, and write whatever’s on my mind before diving into anything creative. I also have a few playlists I rotate depending on the mood: dreamy, focused, or full-on main character energy. I believe creativity flows best when your space and your mind feel safe and inspired.

Do you have a creative/life mantra you live by?

“Done is better than perfect.” I used to get stuck trying to make everything flawless, but now I know it’s more powerful to just start messy, honest, and real. That’s how growth happens.

Any advice for aspiring creatives?

Don’t wait for permission. You don’t need to be “ready” just start making things. Even small steps matter. Be your own biggest supporter and stay curious. And don’t be afraid to post that thing you’re nervous about. That’s usually the one that connects with people the most.

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It's hard to stand out from the crowd, especially in one of over 2 billion on Instagram, but Nina holds her own while empowering others to do the same. Developing your own creative practice can be daunting, so it's comforting knowing there are soft and supportive corners of the internet to rest your eyes. And to get some well needed advice. In a mass pressure to conform, especially in the big world of fashion, Nina has paved her own way, finding power in being vulnerable about her path, and her creations cross oceans. Nina's story is a reminder that authentic creators that stick to their vision are needed, but also necessary. We all have the capacity to grow, all we need to do is start.

BY ZOE SCHOENFELDT

Videos and Photos by Nina Ishii