Recently, Japan's "street Godfather" Aoki Masahito founded and edited the "FRUiTS", the Japanese street fashion world magazine, announced the closure of the. This seems to be that as a former fashion Hegemony -- the end of the era of Harajuku wind.
Japanese street, godfather, Aoki Masahito
Aoki Masahito captured street fashion in London early and became the first person to introduce European and American street fashions into japan.
Count the right girl a few card
In 1997, he founded the "FRUiTS", the lens mainly pointed to Harajuku, there has always been to Tokyo hipsters: from 50s to imitate the style of retro rock to avant-garde, Yamamoto Teruji and Wakubo Rei, and then to 80s popular Shibuya (Shibuya Casual), wind, each have a style of their brilliant age - and Harajuku, just witnessed everything.
Retro rock Department
Shibuya wind Institute
(left from the website AP Photo, W. David Marx by the shooting)
Once the trend of the originator
The last century the mid 90s, has not yet been commercialized in Harajuku area (as the center of the trend of Harajuku) gene suddenly broke out. Japanese street tide brand ancestors: Undercover and A Bathing Ape came out from here and became a global power.
In the Harajuku district (Hokosha Tengoku) walking paradise is the best point to meet the young people, is also the year for "FRUiTS" Aoki find and shoot creative paradise.
Today in the Harajuku district walk to heaven
When Aoki first saw the three girls in the street wearing style, they immediately decided to shoot them and start a magazine.
"These girls dress, and people see them as they are.". "
Aoki recalls:
"The spirit of adventure is hardly unheard of. I haven't met a Japanese girl with yellow hair yet. The girls came out of nowhere, but they had the potential to create a new fashion in japan. What's even more amazing is that this style is on the streets. I thought then that this style should have appeared in the history of Japanese fashion. "
Soon, the new subculture came up with their own rules and their own circles.
Including Kawai wind (Kawai), and mixed with the western wind wind (Wamono), Gert Lori (Loligoth), cyberpunk future wind (cyberpunk), super multi wind accessories (Decora)...... There are many styles that go beyond the definition of fashion.
These styles, influenced by geographical location and self flying eclecticism, formed a new fashion style.
Harajuku wind heyday in 90s, all free, rebellious, dare to express their teenagers gathered in Harajuku, all colors are worn on the body.
W. David Marx, American writer and musician, "how can Japan save American style" in Ametora? "(Ametora:How Japan Saved American Style) wrote a book in 1998, he went to Japan to travel, Harajuku street is captured by Aoki in the Journal child.
Their style is spread all over Japan through such artists as Makotoshinohara Yumegumi, as well as business magazines such as CUTiE, Zipper and Kera.
There is no doubt that Aoki Masahito is the leader in this field, and FRUiTS is the supreme authority of this style.
Dressed up in personality, Makotoshinohara Yumegumi swept Japan in the 90s of the last century
Harajuku of death
When the American singer Gwen Stefani began to sing the song "Harajuku girls", the Harajuku sub culture have been nearly lost in Tokyo, at least those young people who have grown up (founding old), gradually abandoned this style.
How did everything happen?
One reason, says Aoki, was that the young people were closing in on the "walking paradise" in 1998, giving them a real hit. So the place lost its appeal, and some large international fashion brands moved in slowly.
This is not the equivalent of Harajuku wind, we "kill Matt"?
Can the magazine people increasingly reduced, Aoki can only end published, will represent an entire source of wind era FRUiTS magazine ceased completely.
Status quo in the streets
The invasion of celebrity and the international trend of more and more commercial, and the final image is Harajuku signs opposite fashion attitude replaced. Frigidity has become the mainstream of fashion aesthetics.
Although until today, walking in the streets of Japan, you may still be seen occasionally in rainbow suit, dressed very eye-catching kids, but they also just to imitate Youtube stars and celebrities to win attention.
In addition, the majority of Japanese young people's daily dress is low-key and implicit.
Abandoned wind young Japanese Harajuku
This is most easily seen among Tokyo teenagers, such as fashion vanes, who are now more likely to wear clothes, mostly from Uniqlo or other international brands.
It may die Harajuku wind but also blame it.
As Japan's largest international fashion industry, is one of the main reasons for changing UNIQLO national thought. The company, which produces only neutral colors and simple styles, has cleverly washed its brains and changed their closets.
The main reason is that it is the creator of a new era of clothing industry, with the standard features of an industry subversive:
Low prices to meet basic needs;
Adding additional value to innovations in fabric technology;
Create the concept of high quality products that the middle class can consume.
UNIQLO than other clothing brands to quickly adapt to the impact of Japan's bubble economy.
Marx explains that clothes in Japan were originally more expensive than those in other countries, but consumers also spend more on their own. As soon as the hourly rate fell, the cost of making Japanese equipment fell by 19% between 2000 and 2009.
"So UNIQLO came to high-profile gesture to the world that we say, where is the dress are a price, you come and buy, cheap and comfortable, good wear is not wrong. "
In the same way led by UNIQLO, H M and Forever21 have to follow these from the other side of the high street fast fashion brand, but also attract a large number of consumers in harajuku.
Another reason is that it is to promote a simple life attitude to meet the current needs of the times, become the most lack of this era of quality.
The constant pursuit of the spirit of peace in the materialistic world, this life philosophy is the core value of uniqlo.
This attitude easily won the contemporary young people in Japan with so people give up color bright ancient, abandoned the stimulation in exaggerated form, to give up the rich visual elements to decorate themselves, more and more people choose to go with the flow, although in some people's eyes, this style is tedious. The same, the lack of beauty.
However, the times are changing, and people's perceptions of the world and culture are changing.
The wind causes Harajuku in the past, the main point is that the traditional Japanese society on formal occasions of clothing is very strict, the children from the primary school have to wear school uniforms, work after most of the time need to wear uniforms.
The age at which you can wear your favorite clothes and dress up in your personality is likely to focus on two or three years of junior college and college. Young people at this time are able to create their own selves with colorful clothes and exaggerated shapes. They attract other people's eyes and indicate the sense of being that can not be ignored.
In Japan, young people look for a sense of belonging and identity in an extreme way.
Harajuku once belongs to the young people, represent the pride of times, but at the same time, the responsibility of adult fear is Japan's bubble economy era, to seek a breakthrough in spirit and escape.
However, this fear is no longer needed in contemporary japan. The young must eventually grow up and accept the world in a more mature and tolerant manner - not by sheer visual exaggeration, but by inward and outward introversion and stillness.
Even Aoki said he had seen a change in the outlook on consumption among young people. In this regard, he is optimistic that despite the changing times, the spark of creativity forever:
"Young people are becoming more independent, and I think good things will come.". "
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Japan
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