Week 7 - "Japanese Teens as Producers of Street Fashion"

Annika R. Uyenco
ASA 141
Week 7

I've always known that Japan has been very innovative with its fashion thanks to modern technology and social media. Going to Japan isn't necessary to know that within districts in Tokyo is an energetic playground of colors, textures, shapes, cuts, etc. The article discussed the youth's rebellion against the traditional and cultural value of group identity in Japan. I couldn't help but think of a similar event here in this country: the 60's counterculture in America. Like the one in Japan, the youth was the engine for this movement and fashion was a way to become noticed and get their voices heard.

It was really interesting to learn about the various subcultures. I knew some existed but had no idea how many there were and the types of overlaps that occurred among groups such as Mamba and Celemba. In class, I was blown away upon learning about the thriving Chicano subculture in Japan. What made it even more interesting was that this subculture was derived from a culture that was practiced by a group of people in another country. Most of the other subcultures were born in Japan. In the midst of a cultural appropriation battle happening today, I was really intrigued by what the subculture members had to say. They understood that this culture did not originally belong to them but were in awe of it and wanted to partake in it with the utmost respect.

https://jw-webmagazine.com/shibuya-109-the-iconic-japanese-fashion-mall-dc70610e8764

While reading the article, I was also surprised upon learning the role of the retail associates, especially in Shibuya 109, a very famous shopping center. Working as a sales associate here in the U.S. is not seen as a glorified or glamorous job. It is a source of income for working families or a temporary job for students saving up for college. But in Japan, not only did young adults apply but also were willing to wait list for an opening. In Japan, salesgirls not only rang up items at the register but also acted as fashion influencers in the store. In fact, there was a monthly fashion theme which had become the uniform essentially. It was expected for the salesgirl to be knowledgeable about fashion and inspire customers to even buy her exact outfit. These salesgirls had become so influential that some were mentioned as Japan's top 5 fashion influencers in 1999.

Could Japan's level of love for fashion be adopted here in the U.S? Or is it already present but just displayed differently?