James Mcavoy California Bear California Republic Wordplay Vintage Shirt
In the past, Japanese fashion customers were known for their deep loyalty to luxury brands and adventurous street style — well documented in magazines like Street and Fruits — but today they are somewhat harder to define. Tokyo Fashion Week has attracted more attention in recent seasons, with a new generation of breakout designers adding vibrancy to the event, but Japan’s most successful brands still show in Paris, meaning the outside concept of what Japanese style means is set by the same five or six designers each season. On the ground, the fashion landscape is changing. Japan’s luxury fashion market has remained largely robust despite a wider downturn, though Japanese tourists are travelling abroad much less than they were pre-Covid, and cutting spending on clothing as the cost of living continues to outpace wage increases. At a cautious time in fashion, how can international brands and retailers maintain relevance? And what are the trends informing consumer choices today?James Mcavoy California Bear California Republic Wordplay Vintage Shirt
To understand how tastes and norms are shifting, Vogue Business asked a series of industry insiders at Tokyo Fashion Week to learn what style in Japan looks like right now. Step by step in Japan, we’re moving away from logos, away from the luxury brands and away from the idea of trends. Young people are wearing what they want, and thanks to the quality of secondhand shops in Japan they can find very nice clothes at low prices, so they have no need for fast fashion. There’s less prejudice around fashion too; men can wear pink, no issues. I’ve been working in fashion for nearly 50 years, and I’ve seen things become much more elegant recently. For instance, the young kids now are fed up with trainers and have found the charm of leather shoes. In Japan, we are very good at maintaining our shoes — it’s kind of zen, a way to destress from a hectic lifestyle. It’s the same for old records and vintage clothes, we take care of things here. A friend said to me recently that Japan will become a benchmark for a post-consumerist world. In the West and in emerging Asian countries, people still buy, buy, throw away, waste; but in Japan, that feels like nonsense. This idea of not wasting, we call it mottainai. It’s in our DNA to care for things more.
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