Step out of JR Harajuku Station in Tokyo, and you are greeted with a kaleidoscope of colors, patterns and styles. Here, fashionistas meticulously shop the nearby kawaii specialty stores for even the tiniest, perfectly cute addition to their outfits.
A pair of lovely young girls descend the staircase from 6%DOKIDOKI, the shocking-pink clothing and accessory shop just off the main street.
The two trendy high-school girls, from Tachikawa, western Tokyo, are dressed in the "fairy" style, complete with billowing tutus and head-to-toe ribbons. They say they use pastel colors to keep their designs from becoming inconsistent or diffusive.
"I've been interested in outfits that are unique to me for as long as I can remember," says Ayamon, one of the two girls. Many of the people who spend their time in this part of Tokyo choose to go by a single nickname.
"A lot of people look back at me and talk about my outfit when they pass me on the street, and that can be a bit uncomfortable," adds the girl, who, like many of Harajuku's fashion-conscious, says she is more interested in style than receiving attention.
Sisters Aya and Ai--two working adults from Nagoya--have come to Harajuku on a quest to find their favorite items. Their hair is peppered with small plastic ribbons, while their colorful T-shirts are accented with a variety of accessories--a style known as "decora."
"A lot of foreigners are shocked when they see Japanese kids using what look like toys to decorate their clothing--but this is part of our pop culture," says Yuriko Fuchiwaki, an executive manager at Sixpercent Inc.
6%DOKIDOKI--which will open a branch in San Francisco's Japantown on Saturday for a limited time--mainly sells accessories in the shapes of ribbons, hearts, cakes, fruit and lipstick. The prices start at as little as 100 yen, making it possible even for teenagers on a limited budget to add to their outfits.
"Our concept is 'sensational and lovely.' We make products that will make our customers happy when they wear them," she says.
The shops lining Takeshita-dori street--the epicenter of Japan's teenage fashions--are overflowing with kawaii (cute) accessories, such as cell phone decorations in the shape of delectable sweets or bags made to look like stuffed animals. But there is more to Harajuku fashion than the kawaii.
Mig, a girl from Saitama, says her style changes twice a year: the cooler Goth-Punk style for summer; the warmer Gothic Lolita look for winter. She accentuates her black outfit solely with hints of fluorescent pink and heavy metal-style accessories.
Takuya Angel produces a line of so-called Cyber-Goth wear based on Japanese textiles. The brand has participated in events such as manga and anime conventions in the United States as well as small club events in Tokyo.
While owner and designer Takuya's clothing design may appear to be a form of cosplay, he explains that it is not, as the wearer is not trying to look like a particular character. He says his Cyber-Goth look is actually made for clubbing.
The designer gives kimono textiles a fetishist twist, making them into long skirts or corsets. He also adorns small items, such as surgical masks or fake eyelashes, giving a futuristic feel to an otherwise traditional Japanese flavor.
"A place like Akihabara is associated with games and anime, and my fashion would be lumped in with that if I ran my shop there," the designer says, adding that his current location is one of the few places where he and people like him are not seen as "strange." "Here in Harajuku, my clothing is fashion."
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Big from Japan
It's difficult to sum up Harajuku fashion as it covers everything from typical kawaii--such as Lolita and decora--to Gothic, punk, rock and club styles. The different styles also attract different personalities.
"Asian countries such as South Korea and China tend to go for 'gal'-kei, which is often seen at Shibuya's 109 or at the Shibuya Girls Collection," says Tetsuya Hineno of the Japan Fashion Association. "On the other hand, European nations have an affinity for Gothic and other such fashions found in Harajuku. Americans have started catching on to the European trends because of manga and anime."
The popularity of the styles among foreigners have led to the Harajuku Jingumae Shotenkai merchants association organizing guided fashion tours, while the Foreign Ministry has named three fashionistas as "ambassadors of kawaii" to promote Japan's fashion overseas.
"Japanese fashion is very unique in terms of variety," says Loic Bizel, a French fashion consultant.
Bizel, who runs a fashion tour for foreign apparel buyers (fashioninjapan.com), says the fashion found in the Harajuku area is difficult to apply in his clients' countries as it's seen as a "hobby rather than a fashion or lifestyle." But he says they do take inspiration from the details, textiles and ideas of that fashion, as well as accessories designed to look like cupcakes or macaroons, or even such a mainstay as Hello Kitty.
"In Europe, people are less showy in terms of what they wear because they like to show themselves off through their homes," he explains. "Japanese people are always outside, so they basically wear what they own so they can show off."
