Yu Masui is a London-based fashion journalist who started his career as a buyer at the legendary Pineal Eye. Introducing many emerging talents, his selections also extended to several Japanese boutiques. He's since returned to his roots as a fashion writer, a discipline he studied, contributing to leading Japanese titles. Masui is also a self-confessed "lazy blogger", happily writing about food, travel, lifestyle and sometimes fashion on Yu ♥..., parallel to his deadlines.

PFW day three: "Future of American cheerleading"

OMG! Lanvin last night was incredible!!! Yu Masui is totally in love with ♡ shaped necklace with "you" on it!! So top of shopping list!!!! Anyway, J.W. Anderson's AW13 collection is back to being Yu's fashion week outfit! Though things turn out a little "dodgy" sometimes... When Yu put white ruffle shorts and cashmere jumper together, the word "cheerleader" came to mind! Even if neoprene, multicoloured stripes and a fuschia clutch give this look a futuristic feeling. Yu felt he'd gone slightly too far as he didn't want to look like a crossdresser... However it turns out to be really fun and cheerful!!! Everyone loves it ♡ The only thing missing is Dior Homme gold blouson but Yu left at hotel. So cold!

Multicoloured stripe cashmere jumper by J.W. Anderson
White neoprene shorts by J.W. Anderson
Multicoloured fox fur collar by Peter Pilotto
Nude leggings and lilac socks by Uniqlo
Fuschia ponyskin clutch by Jas M.B.