We were lucky to catch up with Nina Ishii recently and have shared our conversation below.
Nina , thanks for joining us, excited to have you contributing your stories and insights. Have you been able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen? Was it like that from day one? If not, what were some of the major steps and milestones and do you think you could have sped up the process somehow knowing what you know now?
Yes, I make a full-time living as both a designer and content creator, though it didn’t happen overnight. I started by sharing my handmade crochet bags on Instagram to connect with others through storytelling. Everything shifted when one of my reels—where I was crocheting my Bow Bag—went viral with over 9 million views. That moment taught me that content isn’t just how I share my designs—it’s a powerful creative work of its own. Since then, I’ve built a loyal community, collaborated with brands like Coachtopia, Sézane, LoveShackFancy, BURGA, and Glossier, and even worked with the MTA and Instagram on a surreal NYC campaign. Sharing behind-the-scenes moments, staying consistent, and being honest about the creative journey helped me grow both as a brand and as a person. My Bow Bag remains my favorite design because it was the first piece that deeply resonated with people. Today, designing and creating content are equally important to me—they’re how I build connection, share meaning, and sustain my creative life.
Nina , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Few artists are able to seamlessly bridge the worlds of traditional craftsmanship and digital influence the way Hinako Ishii has. A visionary designer and content creator, Ishii has achieved national and international recognition for her original work—combining hand-crocheted fashion with emotionally resonant, viral storytelling that has captivated audiences around the globe.
As the founder of the handmade bag brand Nina New York, Ishii has established herself as a distinctive creative voice in the global fashion landscape. Her signature product, the Bow Bag—priced between $170 and $300 USD—has become both a fashion statement and a symbol of independent artistry. Each piece is entirely handmade by Ishii herself, reflecting not only her design skill, but also her deep commitment to craftsmanship in an era of mass production.
What distinguishes Hinako Ishii as an artist of extraordinary ability is her impact as a digital storyteller. Her short-form videos documenting the creation of her bags have reached millions, with her most viral reel surpassing 9 million views. Through these videos, Ishii has built an engaged global audience of over 76,000 followers across platforms, organically establishing herself as a leading content creator in the handmade fashion space.
Her work has been recognized and featured by internationally known brands and platforms. Ishii has collaborated with Glossier, Coachtopia, Sézane, BURGA, and LoveShackFancy, and was personally selected by Instagram and the MTA to represent emerging artistic talent in New York City as part of a public campaign—a milestone that underscored her cultural influence and artistic merit.
Ishii’s creative vision is characterized by intimacy, vulnerability, and visual poetry. Her videos don’t just promote a product—they invite viewers into her world. From hand-stitching a bag in her studio to preparing for fashion pop-ups across New York, every frame is a testament to the life of a working artist pursuing her craft with passion and purpose.
Today, Hinako Ishii is more than a designer—she is a new kind of artist, one who has proven that it is possible to build a global creative career through originality, authenticity, and dedication to one’s voice. Her work has not only reached international audiences—it has influenced how handmade fashion is experienced, shared, and valued in the digital era.
What do you find most rewarding about being a creative?
For me, the most rewarding aspect of being an artist is seeing how deeply my work connects with people—on both a personal and cultural level. Over 200 people came to my recent pop-up and fan meeting, not just to shop, but to celebrate creativity, community, and handmade art. I’ve had the opportunity to collaborate with respected brands like the MTA and Instagram, Coachtopia, Sézane, LoveShackFancy, BURGA, and Glossier, and my story has been featured in Cosmopolitan Japan, ELLEgirl Japan, and NYLON Japan. My handmade bags have been chosen for numerous fashion shows, including those at FIT and Columbia University, which felt especially meaningful as a designer who creates each piece by hand. Knowing that something I made from scratch can reach global audiences, be embraced by major brands, and bring people together in real life—that’s the kind of impact I always dreamed of. It’s proof that when you lead with passion, originality, and honesty, your art can truly speak for itself.
We’d love to hear a story of resilience from your journey.
In the early stages of my creative journey, there were countless moments when things felt impossible. I was building everything from scratch—designing, making, shipping, filming, editing, and posting all on my own. There were times I poured everything into a launch or video and got almost no response. It was discouraging, especially without a team or financial backing. But I kept showing up. I kept creating, even when it felt like no one was watching. Eventually, one of my crochet videos went viral and hit over 9 million views, and everything started to shift. Influencers and even celebrities began buying my bags. I started receiving interview requests from media outlets who wanted to share my story. That moment reminded me why I started: to create something honest and handmade that connects with people. I’m proud that I never gave up—because now I make a living as a designer and content creator, and I’ve built a global community from something as simple and sincere as a crochet bow. For me, resilience is about trusting your vision long before the world catches up to it.
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Image Credits
Mars Alba