Japanese 'street fashion' takes world by storm
A girl in "street fashion" style in Shibuya, Tokyo.
Young Japanese "street fashion" has recently become a focus of world attention.
"Japanese young people are good at keeping up on 'what's new' and adapting it to their own styles, which look interesting to many people from outside Japan. That's what it takes to anticipate international trends," says Yoko Kawashima, Trend PR Department Manager at Itochu Fashion System.
A girl in "street fashion" style shows her decorated mobile phone.
Specializing in market research, Kawashima receives endless requests to act as a guide for visits from abroad as well as business lectures around the nation.
She recently guided an employee from a French cosmetics maker around Tokyo's Shibuya, who wanted to see "Yamanba" girls with tans and panda-like make up, who drew attention some years ago. "He seemed to understand when I explained that there aren't so many Yamanba girls any more," Kawashima says with a wry grin.
A girl in "street fashion" style in Shibuya, Tokyo.
Strange girls' outfits, incorporating the layered look with skirts over pants, began to appear on Tokyo's streets in 1998. "It coincided with the time when Tokyo's youth culture was becoming popular in Europe and the United States," describes Asuka Watanabe, an assistant to Kyoritsu Women's Junior College. Watanabe works on the fixed-point observation of "street fashion" in Tokyo. She analyses that young Tokyoites' out-of-the-box style of wearing clothes might look fresh to Western people.
Yves Bougon, Marketing & Development Director at Hachette Fujingaho, a company that publishes popular fashion magazines including "Elle Japon," also admires Tokyo's street fashion style. "Wearing a skirt over pants is interesting because it looks like the style of French peasants," he says.
A boy in "street fashion" style in Shibuya, Tokyo.
Bougon thought the Japanese way of wearing clothes was "uncool" about 15 years ago, when he was staying in Tokyo for three years as an international student. "It was during the bubble economy, so people felt secure wearing expensive, brand-name dresses," he recalls. Returning to Japan in 1998, however, Bougon was surprised to see "individuality" in people's outfits. "I found originality in Japan for the first time, which had been just a symbol of economic power to me," he explains.
At the end of last year, Bougon visited Mexico and was surprised to hear teenagers describing Japanese animation and fashion styles as very cool. "I didn't expect the popularity of Tokyo's fashion trends to spread that far," he says.
Bougon also sees the city of Tokyo itself as a key factor for the attractiveness of its street fashion culture. "Tokyo's fashion style gets uploaded with constant changes in the city. I find the creativity very attractive," he explains. (Mainichi)