Japan street style

Lolita





Hime-kei, Hime Casual (Princess Style, Casual Princess Fashion)


“Princess Style” was taken up in media three or four years ago, but this fashion style was not realistic enough at that time.

So the word of “Princess Style” had a meaning of cute or sweet for girls.

Each brand of Princess Style was not limited to Princess Style; they handle various items besides cute clothes and small articles.

Two years ago from now, the new brand “JESUSDIAMANTE” which mastered cute and gorgeous fashion like a Princess had appeared.

Then, some of girls wearing clothes of JESUSDIAMANTE received a high degree of media coverage.

One of these girls, Ms. Keiko, who is a clerk of JESUSDIAMANTE, is placed as a model of Princess Style in the magazine named “ageha”, and the other girls appear in a TV program.

The expansion of consumption was caused by the influence of these media.

Now, people wearing clothes of JESUSDIAMANTE are called “Diamantees”. This fashion has a strong individuality. Then, Diamantees established a public image of Princess Style.

Princess Style brands other than JESUSDIAMANTE turned into Casual Princess Fashion from this spring. These brands are recognized as a different brand of Princess Style.






Goth+Mode (Shinjuku Gothic Style)


The Gothic Fashion that was spread from Harajuku became popular in Japan and also overseas.

This fashion receives a support recently from not only a maniac layer but also a general layer.

Gothic/Punk fashion’s shops are increasing lately more and more. And now, those shops occupied three floors in the fashion building (= the building occupied with fashion related shops) named MARUIONE Shinjuku.

So we could see a lot of people in Gothic fashion everywhere in Shinjuku.

It is a feature that Gothic Fashion people seen in Shinjuku, their age is wide, and very fashionable. Some of the reasons are that MARUIONE Shinjuku various kinds of items required by diverse base of customers.

Gothic + Mode fashion will be spread more in the future as a fashion that adults can also enjoy.




Fairy-kei (Pop & Lovery) Fashion


The feature of fairy fashion style is light, soft, pop and cute.

It has a distinctive color use. There are lots of combinations of the pastel colors, or pink and red, pink and white and pink and black. So, a pink variation is considerably abundant.

Fairy style is being supported by an adult woman who prefers lovely items or who wore clothes of the layer fashion in the past.

The pioneer of fairy style is fashion producer Sebastian Masudea who opened the fairy cloth shop “6% DOKI DOKI” in 1996, and also he has been doing performances or activities of PR in regards to this style.　

He had created this kind of fashion style from his original idea, which was unique and creative.

He is coordinating everything by himself from the make up of shop clerks to exterior and interior according to his themes, which are “sensational and lovely”, “not only cute but also happy” and “feeling of unreality”.

Meanwhile, a secondhand shop “Spank”, which had been opened at Kouenji in 2004 by Mr. Tavuchi, has good items according to a theme of ”pop disco in 80’s”, which are from United states.

There are original items such as small articles or T-shirts. Those could produce in total to “Spank girl”.The feature of this shop is amusement like music in addition to cuteness.