Rune Naito

Rune Naito (Japanese: 内藤 ルネ, Hepburn: Naitō Rune, November 20, 1932 – October 24, 2007) was the pen name of Japanese artist, illustrator, writer, and designer Isao Naito (ないとう いさお, Naitō Isao).[1] His illustrations of "large-headed" (nitōshin) baby-faced girls, first drawn for Japanese magazines in the mid-1950s, are credited with pioneering the contemporary culture and aesthetic of kawaii (lit. "lovable" or "cute").[1] He is further noted for his contributions to the Japanese gay men's magazine Barazoku, the first commercially circulated gay magazine in Japan.

Rune Naito
内藤 ルネ
Undated portrait of Naito
Born(1932-11-20)November 20, 1932
Okazaki, Aichi
DiedOctober 24, 2007(2007-10-24) (aged 74)
Izu, Shizuoka
NationalityJapanese
Known forWorks pioneering the culture and aesthetic of kawaii; erotic illustrations for gay men's magazines
Notable work
"Rune Girl", "Rune Panda"
StyleIllustration
Partner(s)Ryu Fujita
Websitehttps://www.naitou-rune.jp/

Biography
"Rune Girl" and "Rune Panda" on a bus in Okazaki.
"Rune Girl" on a Peach Aviation Airbus A320.

Naito was born in Okazaki, Aichi. He pursued illustration after discovering the art of Jun'ichi Nakahara as a child, and began correspondence with the artist after graduating high school. Nakahara invited Naito to study under him as an assistant, prompting Naito to relocate from Okazaki to Tokyo at age 19.[2] In 1954, Nakahara became a contributor to Junior Soleil, a girls' magazine edited by Nakahara, where he produced illustrations and wrote a fashion column titled "Fairy Memo".[1][3] He drew under the pen name "Rune", as a reference to filmmaker René Clément.[4]

Naito's "Rune Girl" illustrations, first published in Junior Soleil, were distinguished by their large heads (nitōshin) and baby-faced features.[5] These illustrations are credited with pioneering the concept of kawaii, expanding the meaning of the word beyond its use as synonymous with "childish" to define what would become a culture and aesthetic.[6] Children, fruit, and animals were common motifs in his art; after seeing pandas at the London Zoo in 1971, Naito created "Rune Panda", who would become one of his most ubiquitous and popular characters.[3]

Naito's first books, Konnichiwa Mademoiselle and Junior's Diary, were published in 1959 and 1960, respectively.[3] He departed girls' magazines in the 1960s to illustrate for women's, fashion, and interior design magazines. From the 1960s to the 1980s, he produced his own line of commercial goods, including glassware, tableware, and stickers.[3]

In the 1970s and 1980s, Naito contributed gay erotic illustrations to Barazoku, the first commercially circulated gay men's magazine in Japan;[7] the cover to the first issue of the magazine was designed by Naito's long-time partner Ryu Fujita.[8][9] Naito's works were not overtly pornographic, instead depicting what he described as "cheerfulness and sexiness" that did not make men "look degraded."[1] Naito was publicly closeted for the majority of his life, and did not come out as gay until his 2005 memoir Subete o Nakushite (After Losing Everything).[1] Though Naito's erotic illustrations were historically excluded from retrospectives of his work, recent exhibitions (such as 2019's "Roots of Kawaii") have begun to include them.[1]

Beginning in the 1980s, Naito began to create works that were a departure from his early kawaii aesthetic, such as oil paintings and freehand sketches influenced by Henri Rousseau.[3] On October 24, 2007, Naito died of acute heart failure in his home in Izu, Shizuoka at the age of 74.[2] While Naito was widely recognized in Japan in his lifetime, his works have continued to grow in popularity since his death.[10] In 2011, 6%DOKIDOKI founder Sebastian Masuda launched "Rune Boutique", an exhibition and pop-up shop featuring Naito's works, in Los Angeles.[11] In 2018, Peach Aviation launched a plane featuring artwork of Rune Girl.[12]

Exhibitions
"Roots of Kawaii" at Okazaki Mindscape Museum in 2019.

Further reading
  • Naito, Rune. After My Downfall (Subete o Nakushite). Shogakukan (2005). ISBN 978-4778030131
  • Naito, Rune. Rune Naito Artbox: The Roots of Kawaii. Kodansha (2015). ISBN 9784062197625
  • "Rune Naito: Roots of Kawaii", published by Okazaki Public Services

References
  1. Ogawa, Takashi (25 December 2019). "Aichi exhibition showcases Rune Naito, pioneer of 'kawaii' culture". Asahi Shimbun. Retrieved 14 January 2020.
  2. "内藤ルネ". Tokyo Research Institute for Cultural Properties (in Japanese). 27 October 2014. Retrieved 14 January 2020.
  3. Rune Naito. Naitou-rune.jp (video). 10 December 2014. Retrieved 14 January 2020.
  4. "Biography". Naitou-rune.jp. Retrieved 15 January 2020.
  5. "Roots of Kawaii" (PDF). Tokai TV. Archived from the original (PDF) on 11 December 2019. Retrieved 14 January 2020.
  6. Coates, Jennifer; Fraser, Lucy, eds. (15 November 2019). The Routledge Companion to Gender and Japanese Culture. Routeledge. ISBN 9781138895201.
  7. Welker, James (3 November 2011). Lunning, Frenchy (ed.). "Flower Tribes and Female Desire: Complicating Early Female Consumption of Male Homosexuality in Shojo Manga". Mechademia (6): 215.
  8. Bungaku, Ito (14 August 2019). "薔薇族の人びと ～初めて表舞台に立った、藤田竜さん！　第5回". Otapol (in Japanese). Retrieved 15 January 2020.
  9. Bungaku, Ito (4 September 2019). "薔薇族の人びと ～内藤ルネさんと藤田竜さん、いいコンビだった！　第８回". Otapol (in Japanese). Retrieved 15 January 2020.
  10. "Rune Naito: Roots of Kawaii". Time Out Tokyo. Retrieved 14 January 2020.
  11. Ohanesian, Liz (12 December 2011). "6%DOKIDOKI Designer Sebastian Masuda Celebrates the Work of Illustrator Rune Naito at Royal/T". LA Weekly. Retrieved 14 January 2020.
  12. "ピーチ、内藤ルネとコラボレーション RUNE GIRLラッピング機を運航". FlyTeam (in Japanese). 1 May 2018. Retrieved 14 January 2020.
  13. "Who's Rune Naito?". Rune Boutique. Archived from the original on 13 January 2012. Retrieved 14 January 2020.
  14. "カワイイ文化の生みの親「内藤ルネ」展が大阪・大丸梅田店で、ルネパンダのスマホケースも販売". Fashion Press (in Japanese). Retrieved 14 January 2020.
  15. "イオンモール岡崎「内藤ルネ展」". Okazaki City, Aichi Prefecture Official Tourism Site (in Japanese). Retrieved 14 January 2020.
  16. "内藤ルネ展～夢見ること、それが私の人生～". Tokai TV (in Japanese). Archived from the original on 11 December 2019. Retrieved 14 January 2020.
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