Japanese luxury brands are now on the rise - this is mainly the case with streetwear.
Although relatively young, streetwear in Japan has evolved into a fusion of culture and an expression of individuality. The combination of traditional aesthetics and modern design has proved appealing to the global market.
To date, luxury fashion revenue in Japan has reached a whopping $9.59 billion.
In this article, we will look at the evolution of Japanese streetwear and its impact on global fashion.
Origins
Image of a traditional Japanese yukata
Kimono and yukata began as staple wear in Japan and eventually became a way to show off wealth, influence, and reputation. With the addition of innovative ways to dye, print, and adorn traditional garb, people could enjoy styles tailored to their preferences.
Taisho era fashion adapts Western influences
When Western influences entered Japan, locals found techniques to combine their traditional way of dressing with that of Western fashion. The Meiji and Taisho eras saw combinations like button-up outfits worn underneath kimonos while carrying a Western bag.
Streetwear is said to have been born between the 1950s and 1960s when American trends and pop culture heavily influenced choices. But it wasn’t until the 90s when Japanese streetwear created a life of its own.
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Evolution of Streetwear
In the 1990s, the Urahara movement was born. Roughly translated as “the hidden Harajuku,” the culture started in the district known for its youth-driven fashion scene.
Back then, streets were lined with boutiques, each highlighting their unique take on fashion. The vision was influenced mainly by American and even English fashion, focusing on items like graphic shirts and denim.
A storefront in Harajuku adapting the Urahara style
The wide variety of clothes and accessories sparked creativity from the local youth, each adding their style and flavor to the mix. Soon, brands like A Store Robot, Vintage King and NIGO emerged to establish strong influences on Japanese streetwear.
At this point, streetwear became a way to boast uniqueness and individuality. This paved the way to create subcultures with their standout style and theme.
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Popular Subcultures
Amid a sea of self-expression, different styles stood out the most. These styles are well-known even on a global scale and have greatly influenced the perception of Japanese Streetwear.
Gyaru is one of the most popular subcultures in the streetwear scene. Emphasizing femininity and glamour, it often boasted flashy styles that served as an expression of rebellion against traditional norms and values.
Gyaru fashion
Lolita made use of Rococo and Victorian influences to create an image of innocence. The fantasy aspect has made it a popular fashion choice for young women and is often highlighted in anime.
Lolita fashion
Decora prioritizes excessive accessories and layering. Paired with garments with bright, clashing colors, this subculture likes to be offbeat, distinct, and playful.
Decora fashion
Visual Kei plays on rock music as its greatest influence. It combines flamboyance, drama, and exaggerated hairstyles to create a striking, theatrical appeal. Visual Kei is popular among men of different ages due to its references to rock.
Visual kei Fashion
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The Brands and Designers who made it happen
Overall, Japanese streetwear was born from the vision of thousands of Japanese youth. However, it can be said that the success of the streetwear scene can be attributed to different brands and designers who have popularized it on both the local and international scale.
“A Bathing Ape” fashion
A Store Robot and Vintage King are often argued to be the progenitors of Japanese streetwear. After all, they were among the pioneer stores that lined Harajuku in the 90s.
Another pioneer was composed of two designers who were considered unknown at the time - Jun “Jonio” Takahashi and Tomoaki Nagao. They are popularly known as NIGO, and through their shop “Nowhere,” they eventually gave birth to the famous “A Bathing Ape.”
Japanese Streetwear on the Global Market
Japanese streetwear enjoyed an explosion in popularity in the early 20th century. During this period, Asian designers received recognition that aided in the support for fashion outside the West.
BAPE, or A Bathing Ape, as mentioned before, remains one of the cornerstones of the fashion trend. It is known for its urban authenticity, innovation, and scarcity.
CDG or Comme des Garçons by Rei Kuwakubo is well known in the hip-hop space. It is considered a visionary centered on artistic expression and fearless experimentation.
Another designer making waves in luxury fashion is Yohji Yamamoto, now based in Paris. His works continuously appear in prestigious fashion shows and boast a harmonious blend of simplicity and elegance.
Issey Miyake stood out with the use of futuristic elements in streetwear. His technology-driven work constantly pushes the boundaries of innovation.
A model donning Yohji Yamamoto on the runway
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Reaching Global Markets
Japanese streetwear has made its way to the global stage through different channels. From the traditional but respected introduction from fashion events like Paris Fashion Week to reaching younger markets through Japanese games and anime, the methods are numerous.
Social media has also contributed greatly to its popularity. Due to social media platforms like Facebook, Instagram, and TikTok, more potential buyers can discover offerings they would otherwise never encounter without the reach of the web.
Celebrities have also lent a hand to the rise of Japanese streetwear. In 2017, Rihanna donned an outfit from Comme des Garçons during the Met Gala. Meryl Streep wore an Issey Miyake piece in her 2015 screening of Into the Woods. Visvim is often worked by Kanye West and John Mayer.
Rihanna turns heads at the 2017 Met Gala wearing Rei Kawakubo/Comme des Garçons
Kim Kardashian, Billie Ellish, Zendaya, and Willow Smith are some of the celebrities who consistently use Japanese streetwear as part of their regular fashion.
Influences of Japanese Streetwear Design
The contributions of the designers have forged a steady interest in Japanese streetwear. They have successfully crafted traits that have made the style stand out and be duplicated by other global designers.
Japanese streetwear is characterized by harmony between tradition and modernity. It’s bold patterns, eclectic design, layering elements, and style combinations greatly appeal to the human’s desire for individuality.
Paris Fashion Week Spring 2024 featuring Yohji Yamamoto works
Issey Miyake’s work on Paris Fashion Week Fall 2024
Many designers worldwide have gained inspiration from the style’s gender-fluid elements that allow designs to be worn by almost anyone. This has greatly adapted to current social norms on gender equality and self-expression.
Another significant influence brought about by Japanese fashion is its emphasis on sustainability. Minimalism, upcycling, recycling, and the conservation of traditional techniques are only a few of the great positives of Japanese fashion.
Shop clothes from Japan
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Conclusion
The emerging powerhouse of Japanese streetwear has made its mark on the global market. From design techniques to sustainability practices to new perspectives on self-expression, the trend has significantly cemented its importance and influence in the world of luxury fashion.
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