A lot of people are interested in the fashion trends in Japan. And perhaps you want to know where you can buy clothes when you come to visit or live here. We’ll cover the history and unique characteristics of Japanese fashion, as well as where you can buy clothes in Japan’s capital, Tokyo.
Table of Contents
- The History of Japanese Fashion
- Unique Japanese Fashion Genres
- Popular Shopping Areas in Tokyo
- Famous Japanese Fashion Brands
- To Close
The History of Japanese Fashion
Let’s take a look at Japanese fashion from the 1960s. It might be fun to compare the trends to those of your native country.
The 1960s
The 1960s were a time of great development in Japan, a time referred to as a period of high economic growth. Various cultures came in from overseas and big changes were born in fashion.
Mini-length fashion was popular among Japanese women at the time. The British model Twiggy had started the trend and changed the Japanese perception that women should cover their legs.
Among men, it was a time when the British “mod fashion” became popular along with the Beatles. The standard style was to match the M-51 mod coat with a suit.
The 1970s
In the 1970s, eccentric hippie fashion became popular in Japan, influenced by the American movement. Typical items included pantaloons, bell-bottom jeans and floral shirts. Among men, the style of having long hair and a mustache was also popular, and it was very noticeable in Japan at the time where short hair was the norm.
The 1980s
The 1980s was the “bubble era” when the Japanese economy was booming. They could afford to spend money on fashion, and DC Brand, high-end clothing by Japanese designers, became popular. Among women, “bodycon” which emphasized body lines was popular, especially when going to discos. And an even more iconic look of this era are the suits with shoulder pads that greatly emphasized the width of the shoulders. The fashion of this time was particularly distinctive, and some people still say, “It was amazing back then.”
Check out the “bubbly dance” above by Tomioka Dance Club, a famous high school dance team, as they wear what was popular back then to dance to the 1985 hit song “Dancing Hero” by Oginome Youko.
The 1990s
In the 1990s, flashy and sexy “gyaru fashion” was all the rage. “Gyaru” is not just about the clothes, but also the heavy makeup and brightly dyed hair - all important elements.
Street fashion influenced by hip-hop music and grunge style derived from grunge rock were popular among men. Street fashion is characterized by oversized sweats, denim, and caps. Grunge style favored checkered flannel shirts, distressed jeans and engineer boots.
All 3 of these styles are still popular today - street and grunge never truly left, while gyaru made a comeback in 2022.
2000s
Until the 1990s, it was common in Japan to wear the latest fashion. However, from the 2000s, everyone began to wear their favorite style. Therefore, since then, it has become difficult for large fashion movements to occur. People began to enjoy various styles, including surfer style and skater style.
If anything, showing off your legs became popular among women, so skinny jeans, platform shoes and fishnet tights became more trendy.
2010s
And since then, fashion has become more diversified, making it difficult to distinguish between styles. Young people combine brands, styles and items to establish their own style.
It was also during this period that modest fashion genres such as minimalist fashion and normcore fashion were born as people’s values and lifestyles changed.
Writer's Pick
Unique Japanese Fashion Genres
There are so many different types of fashion in Japan. We’ll list some of the ones that stand out a lot in particular. Keep an eye out for these subgenres.
Gothic & Lolita Fashion
Gothic & Lolita fashion is a subgenre of Lolita fashion. It mixes gothic fashion - based heavily on the color black - with the doll-like Lolita which is more based on white and pink. Known as “gosurori” for short, it’s also become popular overseas.
Choiwaru (Slightly Wild) Fashion
Choiwaru is a fashion genre that gives off a sexy and slightly dangerous aura. It’s also called “choiwaru oyaji fashion” because it became popular among middle-aged men (sometimes referred to as oyaji). Choiwaru means “a little bad” or “a little wild” in terms of the aura they give off. It’s based on both Italian men’s fashion and American biker fashion. It’s still popular today - especially popularized by the men’s fashion magazine Leon - for people who want to look cool and stylish no matter their age.
Y2K fashion
Y2K is an abbreviation for the year 2000 - therefore Y2K fashion is fashion popular in the 2000s, and it’s made a comeback in 2022. Specifically it refers to styles that show a moderate amount of skin, like crop tops, and skirts with slits. But it’s still a quite casual and comfortable style. It’s popular not only in Japan but around the world, mainly among young teens who were still very young during the 2000s.
Others
These are just 3 of the many many types of fashion genres. Others include gyaru (mentioned above), kawaii (cute), visual kei, etc. You can find more of these genres, explanations and photos in our Harajuku fashion article!
Popular Shopping Areas in Tokyo
Tokyo, the capital of Japan, has several famous fashion districts. Each spot has a different atmosphere, so it’s important to visit the one that suits your style.
Shibuya
Shibuya is a mecca for gyaru fashion. In particular, the fashion building "Shibuya 109" in front of JR Shibuya Station is home to several gyaru fashion brands. Men can enjoy shopping at MAGNET by SHIBUYA109.
Harajuku
Harajuku is an area loved by young people who like unique fashion. Harajuku has shops of various genres. If you're looking for reasonably priced and unique clothes, you should head to Takeshita Street. Also, if you go to the fashion building "Laforet Harajuku", you can enjoy shopping at all kinds of shops, from Lolita to casual.
Ginza
Ginza is an area lined with world-famous high-end brands and luxury boutiques. It's a world-famous name, so some of you may have heard of it. "Tokyu Plaza Ginza" has an airport-style duty-free shop where you can buy things at great prices.
Shimokitazawa
Shimokitazawa is a mecca for used clothing stores. People who wear second-hand fashion are sometimes called Shimokita-kei. There are many second-hand clothing stores with different items, such as European and American second-hand clothing, so you'll be able to find a favorite.
Read more about these spots and other shopping related information in our article:
Shopping in Japan: Where to Go and Tokyo Recommendations
Famous Japanese Fashion Brands
There are some brands in Japan that are well known all over the world. We've compiled a list below.
- A BATHING APE
- sacai
- COMME des GARÇONS
- Mame Kurogouchi
- ISSEY MIYAKE
- YOHJI YAMAMOTO
- EVISU JEANS
- MUJI
- UNIQLO
In addition to designer brands, casual brands such as UNIQLO and MUJI are also highly rated.
To Close
Japan's fashion attracts attention from all over the world. When you come to Japan, enjoy shopping in Japan's famous fashion districts. Also, these days, you can always buy Japanese fashion brand clothes online.
