Archives for posts with tag: Japan fashion

Imagine this: instead of hovering around the big white tents at Fashion Week, hoping that someone More Important Than You drops their badge so you can sneak into a show, you actually walk in and choose an available seat. And three of your friends can come too.

And instead of whispering your preferences to the person perched on the uncomfortable chair next to you, you can whip out your mobile phone and order the outfit right from the runway. Spring for quick shipping, and you can be wearing the (shockingly) affordable styles in a few days, instead of the usual two-season turnaround for couture.

fashion-walker-mobile-fashionSound fantastic? These accessible, mobile fashion shows are well within the realm of reality, and will probably be coming to the US soon. Already the rage in Japan, the Tokyo Girls Collection has shown in Paris, and will travel to China this year. Often held in stadiums or other large venues that can accommodate upwards of 20,000 fashion fans, these shows feature what one article calls ” ‘real clothes’ – functional, everyday apparel,” as opposed to the often outrageous, semi-wearable clothing that struts down the runway at more well-known design houses’  fashion shows.

To place an order during the show, fashionistas simply send a text message or click through to the show’s host,, which is designed to be accessible via mobile phone or computer. The mastermind of the show, Tokyo-based startup Xavel, Inc. also runs the online fashion magazine, which showcases designers and looks that end up on the runways.

Let’s just hope that these stadiums have really, really fast Wi-Fi.

Last week, I went to the local drugstore to get a few cleaning supplies. I bought paper towels, two different types of cleaner – and a face mask.
“You freaking out about swine flu?” the cashier asked me, disdain oozing from every pore.

“No, I have a dust allergy,” I said curtly, and shoved my cash across the counter as quickly as possible.

Americans associate face masks with weirdos like Michael Jackson or Howard Hughes, but in Japan, they’ve been in fashion for years.

In a recent article by the AFP, Naoya Fujita (head of the Japan Hygiene Products Industry Association) explained the Japanese fascination with facemasks thusly:

“I think it’s part of the Japanese psyche to want to protect yourself at all cost from outside diseases. That feeling is stronger than the feeling of social embarrassment at wearing a mask.”

On the flip side, many Japanese wear masks when they feel a cold coming on in order to be polite. (This amazes Americans. Our attitude is, if we have to suffer, so does everyone else.)

Whatever the reason, face masks are widely available in Japan, with 1.96 million manufactured in 2007 alone.* You can buy them at almost any drugstore, and no one will look at you the least bit strangely.

If the swine flu panic continues to grow in the US, we may find ourselves joining them.

* Face masks part of Japan fashion chic for decades

Photo courtesy of tokyostargirl.

face-maskIf you’re living in Japan, chances are that you don’t have to prepare for swine flu, because you’re already in possession of an entire face mask wardrobe.

I’ve heard anecdotal tales of American friends flying to Japan, their anxiety at being seated on the plane next to a stranger with a face mask (are they trying to protect you from their disease, or protect themselves from getting yours?) only mounting as they disembark into an airport full of face mask wearing travelers.

The Japanese have been on the forefront of a global face mask trend, embracing the shields on the streets and subways for filtering germs, allergens, and pollution.  Demand for masks has remained strong since the 2003 SARS epidemic; by this account, Japan has 42 manufacturers producing masks for its population.

Wearing a mask in public has become  both Japanese street fashion chic and an occasion for cool packaging:  check out Design Observer’s great roundup of face mask wrappers.  While the effectiveness of face masks in stopping influenza is debatable–apparently wearing a mask around the clock isn’t even foolproof–the masks acknowledge urban environments’ germy dangers, while marking a committment to hygiene and cleanliness.  Clean is chic, at least in Japan.

But if the standard white surgical mask seems a little too sterile for your taste, you could always ham it up with a pig snout mask, or brave the crowds with a  penciled-in, pencil-thin moustache.  You know, just to lighten things up a bit.

photo credit:  lazy supper