The History of: Harajuku

What do street fashion, crepes and Purikura have in common? You can all find them in Harajuku! Harajuku is the birthplace of some of the most iconic street styles and has been the favourite hangout spot for young creatives in Tokyo for many generations.

The History of: Lolita

When we think of Lolita fashion, we think of tea parties, kawaii nail art and Angelic Pretty’s popular Honey Cake dress. But what are the things that shaped our image of Lolita today? From Baby’s iconic red Elizabeth dress to Mana-sama’s striking blue lipstick, Lolita fashion’s history is as diverse as its many substyles!

Harajuku’s Issues: 8 Japanese Fashion Magazines You Need To Know!

Magazines have long been integral to Japanese street fashion culture. In the past they set fashion trends and helped to establish fashion groups like gyaru or Lolita. Sometimes just seeing one person styling their clothes in a new way would spur a magazine to label it as a new fashion subculture!

London to Tokyo – The Impact of the UK on Japanese Street Fashion

When looking at the various influences that came to shape Japanese street fashion and the area of Harajuku, references to London and British designers are mentioned frequently. Shoichi Aoki, founder of celebrated magazine FRUiTS, cites Christopher Nemeth and Vivienne Westwood as notable influences. From London to Tokyo, let’s get to know how cross cultural influence helped to form Japanese street fashion as we know it today.

Big Shops, Big Dreams – The Importance of Laforet and Shibuya109

You’ve probably heard of Laforet and Shibuya109, two of Tokyo’s most long-standing department stores. Now very popular shopping destinations for tourists and locals alike, they didn’t just become successful by chance! Did you know that Laforet meticulously set out to make Harajuku the “city of fashion”? Shibuya109 was run-down and ignored until gyaru girls swooped in like Esperanza platform wearing superheroes to save it.

The History of: Visual Kei

Brand Evolution – the 80s, 90s and now!

Brands like Super Lovers or X-Girl are as famous as Harajuku itself. They have been shaping Japanese street fashion since the 90s and even earlier. With the ever-changing face of Harajuku and Japanese street fashion trends, these brands have held their own for several decades! From Milk to Hysteric Glamour, continue reading to find out their connection to punk and London clubbing and what they are up to today.

The History of: Ura Harajuku

The streetwear movement is a fashion force to be reckoned with. Streetwear brands have gained global traction over the last two decades, and dad trainers and oversized hoodies are runway norms. Streetwear pioneers like the late Virgil Abloh and NIGO are now the heads of luxury fashion houses, bridging the gap between streetwear to luxury fashion.

The History of: Gyaru

Purikura, loose socks, pokeberu, Para Para dancing, tanning, designer uniforms, bad girls, enjo kōsai, Shibuya 109. All the things that make a gyaru. The early 90s unleashed an “out-of-nowhere” fashion tribe that lasted decades, whipped schoolgirls into a frenzy and petrified adults! Here is how gyaru cemented itself in fashion history.

Where to Shop: 90s Edition

Don’t we all wonder what the 90s in Harajuku was like? Let’s take a trip down memory lane and go through eight iconic brands that were all the rage in 1990s Harajuku!

The History of: Decora

If there’s a street style that has come to almost define Harajuku it is Decora. The average person would be able to spot this style from a mile away! Decora fashion is an explosion of colour and accessories. It’s the perfect embodiment of Harajuku’s effervescent spirit. How this style came about is a bit complicated and has an origin story full of contradictions. Read on to find out how Decora fashion seemingly came to be.

DIY and subculture, from Decora to Deco Phone Cases

Interview with Kumiko Takano

Meet Ferro Ashley: Exploring fashion, FRUiTS, and Authenticity

Ferro Ashley is not your typical fashionista! Social media shy but always camera ready, her outfits would fit right in with the cool kids from FRUiTS. We sat down with Ferro to talk about FRUiTS fashion, social media and her music.