Plus-Size Beauty Icon Yumi Nu

Revamping Japan’s Beauty Standards

Yumi Nootenboom, or Yumi Nu, is a Japanese-American model, singer-songwriter and creator of the Blueki fashion brand. She is the first plus-size model to appear on the cover of Vogue Japan and the first plus-size Asian on the Sports Illustrated Swimsuit Issue. Her Blueki brand reflects her advocation for plus-size models. As a singer, she has released five singles since 2021. The granddaughter of Rocky Aoki — founder of the Benihana restaurant chain — and the niece of Devon and Steve Aoki, her expanding list of accolades and achievements are reaching a growing audience. In this interview with Tokyo Journal Editor-in-Chief Anthony Al-Jamie, she dives into her heritage and career.

TJ: Could you tell me briefly about your career and how you got started?

NU: My mom, grandma and aunt were all models or were in the industry at some point, so I have been in the industry [since I was young], but it became more of a full-time thing after college. In the past couple of years, all the crazy Vogue Japan covers happened. Then, the US cover and Sports Illustrated cover. It’s amazing. I didn’t know for the longest time if I could do it. When I was younger, I knew Asia was very slow to accept size diversity, so I didn’t think a world where models above a size four could exist. I never expected Vogue Japan to put me on the cover. It was a very specifi c dream that I’ve always had because of what being Japanese- American means to me and size diversity. I think that it’s an all-encompassing representation for me.

TJ: How are things going for your career now?

NU: It’s going great. I’m back in Sports Illustrated for the third year. I’m putting out new music soon, and I also run an inclusive clothing line called Blueki. It’s a small brand based in New York. I do the designs. I’ll sketch something and bring it to the development studio, and then we’ll create the sample that way. It’s ethically made and is a 3D-knit out of a factory in Brooklyn. It’s made by machines and workers who are paid fairly. It’s also inclusive, with sizes ranging from extra small to 6XL. It started last October. We’re coming up on a year soon.

TJ: Why is it called Blueki?

NU: My mom’s maiden name is Aoki, which means blue tree in Japanese. So put together, the name is Blueki. My mom used it as a username for online gaming profiles. I thought it was a cute name, but it’s also a deep family name.

TJ: Do you feel that your family has a specific characteristic in your blood that makes you successful?

NU: Yeah, my mom and her siblings all felt inspired by one another. They live life without limits, which is really cool and inspiring and driving. My grandpa came here without money, resources, or anyone to help him. He created a massive empire for Japanese cuisine and for Americanized Japanese cuisine. Growing up with that threshold of success, you always feel like you have pretty big shoes to fill. But it’s also very motivating because it was done, and it’s something that someone else did before me. I think it is in our blood in the sense that we all feed off each other’s energies. It’s hard not to feel excited about it. [My grandpa] is one of my inspirations.

TJ: How has your multicultural heritage influenced you as a model, musician, or in any of your professional work?

NU: Many aspects of being biracial have impacted my experiences and inspiration. I grew up with things from my grandma, who’s Japanese, so I have different things that I take away from all the cultures I experienced, which shape me and the things I create.

TJ: You are a role model for young girls, many of whom have struggled with body image. What advice would you give them about embracing themselves as they are?

NU: I know how hard it is at that age. I would say to not let societal beauty standards get to you and make you feel like you’re not enough. Remember that you’re worthy and beautiful as you are and that everyone you’re trying to impress now, you’re not even going to remember.

The complete article can be found in Issue #282 of the Tokyo Journal.