︎︎︎episode 81

Amanda went to Japan and all we got were these lousy trends (AGAIN):Pre-Millennium Tension,The New-sies, Crimes Against Denim

May 23rd, 2023

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In this week’s episode (as promised) we will be talking about the trends I saw on my trip to Japan. As we noted the last time we covered Japan, it has become (in this century) a place where fashion, retail, and aesthetic trends kinda begin. And many retailers and brands look to Japan as early inspiration and guidance for upcoming product stories.

I have to say…I have seen the future in terms of style trends, and most of it was disturbing. Just wait until we get to jeans and hats!

But before we jump into all of that, Kim, do you want to give everyone your regular spiel?

I have a ton to talk about regarding Japan (and I know you want to hear about my airline meals), but first I thought we could rewind to our festival fashion trend episode, and talk about something that has been on my mind: What Jeff Bezos wore to Coachella…

Now that we’ve covered the hard hitting topics, let’s get into the trends I saw in Japan this time.

I can’t remember if I covered this the last time we talked about Japan trends, but it’s important for understanding the way trends play out there and even how retailers target specific customers: There are three major “categories” of customer aesthetic in Japan:

People who just want to blend in, sort of wearing more socially prescribed “uniforms.” We see that here in the US, too. This is where we will see a lot of adults landing, and while there are different trends within this, it’s not so wild and peacock-y. Think Uniqlo, many department stores, Muji, United Arrows.

I didn’t see a lot of newness in this area per se, but I did see citron and other sort of “dopamine” colors making their way into some of the more “fashion forward” brands and boutiques. Definitely backs up our belief that next year’s Pantone will be citron or something similarly cheerful.

Ultra feminine aesthetic,: kind of an evergreen aesthetic here, regardless of the larger trend cycle. Targets teenagers and young women in their 20s. This includes neutral tones, undersaturated pastels, ruffles, dresses, ultra feminine handbags and shoes. On the younger end, it can also include more “Lolita” style day dresses and accessories. Brands here are Liz Lisa, Dustin’s personal favorite Titty and Co, Bubbles, Manon Tokyo, An Mille, and Nice Claup. I visited several malls that are focused on teenagers and young adults, and all of them had floors of these types of stores.

This aesthetic doesn’t see a ton of trendiness, but at the same time, I think it’s important to call out that Japan hasn’t fallen into the fast fashion trap. Most stores–no matter how big, how young the customer–carry the same product through a season (or longer). There isn’t a constant flood of new arrivals every day or week like we see at the fast fashion retailers here in the US. And in case you were wondering, just about every big brand/retailer here in the United States operates using the fast fashion model, regardless of price point or aesthetic. So yeah, you get Zara, Forever 21, Fashion Nova, Urban Outfitters…but also Anthropologie, Free People, Madewell.

So despite being a trend leader for the world, Japan isn’t cycling quite as fast. I did see a few new things happening in this ultra feminine aesthetic, but I also saw a lot of carry over, like ballet/tulle skirts (really ballet aesthetic as a whole), oversized pussy bows on blouses and dresses, pearls, and a hint of Bridgerton/Marie Antoinette vibes.

But I also saw some newness, and one of them was sort of encompassing all aesthetics in Japan (and I don’t love it)...the return of the newsboy hat.

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︎︎︎episode 81

Amanda went to Japan and all we got were these lousy trends (AGAIN):Pre-Millennium Tension,The New-sies, Crimes Against Denim

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