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Japan’s wild, creative Harajuku street style is dead. Long live Japanese style banner

Japan’s wild, creative Harajuku street style is dead. Long live Japanese style

posted by Butikku Admin on


Quartz magazine recently published an interesting article on the closure of leading Japanese street fashion magazine FRUiTS, following their acceptance that the world famous Harajuku-centric street fashion culture simply isn't what it once was. Quartz talks with FRUiTS founder Shoichi Aoki and photographer Daphne Mohajer about the change in youth fashion and the evolution of fashion retail in Harajuku -

“People wear a lot less vintage, there is less of a sense of eclecticism and much more mainstream fast fashion,” Mohajer says. “They look good, but they look familiar.”

That’s not to say that Tokyo, and Harajuku specifically, has lost its sense of style. Creative fashion is still more part of the culture in Japan than, say, in the US, and there are plenty of well-dressed people on the streets of Harajuku to photograph. But fewer of them are dressing in an artistic way that pushes boundaries, and fewer still in the very specific mode FRUiTS started capturing 20 years ago.

Of course Butikku focuses upon a different area within Japanese fashion, and we're pleased to say that we think that is as strong as ever. In fact we expect to see high-end and luxury Japanese fashion becoming more prominent in the West over the next few years as designers increasingly direct their efforts towards international markets as the Japanese domestic market remains on the edge of recession. Coupled with the build up towards the Tokyo Olympics in 2020 and the inevitable attention that will garner, and with the support of advocates like Butikku, we're confident that the creativity and innovation of the designers will continue to set Japanese style ahead of the world.

You can read the full article from Quartz magazine here

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