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Fashioning Japanese Subcultures
This page intentionally left blank
Fashioning Japanese Subcultures
Yuniya Kawamura
A catalogue record for this book is available from the British Library.
www.bergpublishers.com
To My Family
This page intentionally left blank
Contents
Acknowledgments xiii
I: INTRODUCTION
– vii –
viii CONTENTS
Appendix 139
Notes 149
Index 173
List of Plates and Tables
PLATES
– ix –
x LIST OF PLATES AND TABLES
TABLES
3.1: Japan’s Prime Ministers and Terms of Office since 1989 139
8.1: Mori Girl Community Sites on Mixi (as of June 2011) 147
– xiii –
xiv ACKNOWLEDGMENTS
I thank all the organizations and museums that invited me to give a pre-
sentation on my book even before its completion: Asia Society in New York;
Parsons the New School for Design; the Museum of Arts and Design in New
York; the University of California, Los Angeles; Potsdam University in Ger-
many; the Textile Museum in Washington, D.C.; the Japanese-American As-
sociation of New York; the Japanese-Americans, Japanese in America in New
York; Copenhagen Business School in Denmark; and the Centre for Fashion
Studies in Sweden.
This is the fourth book that I am publishing with Berg, and it is always a
pleasure working with their efficient and professional editorial team. I am
grateful to Julia Hall, Anna Wright, Emily Medcalf, Noa Vazquez, Agnes Upshall,
and Ian Buck at Berg.
I am thankful for the gracious assistance provided by the library staff at the
Fashion Institute of Technology, Columbia University, and Bunka University.
My appreciation also goes to my friends in Tokyo—Yutaka Ishibashi, Takuo
Tsuchida, Hideki Shimizu, and Satoko Iye—whom I called and e-mailed when-
ever I needed a distraction from writing.
I am eternally indebted to all the members of the Japanese subcultures
who sat down with me and told me their candid stories and experiences.
This book would not have been possible without their contributions. I am es-
pecially thankful to Momo Matsuura, Zuki, Haru, Yusuke Arai, Sphere, Ayumi
Saito, Yutaka Toyama, Mayumi Abe, Sara, and Silvia Nodari for allowing me to
use their original pictures.
I dedicate this book to my family, Yoya, Yoko, and Maya Kawamura, who
have always been there for me whenever I needed them. I could not have com-
pleted this book without their love and encouragement. I am who I am today
because of them.
Yuniya Kawamura
New York and Tokyo
I: INTRODUCTION
Japanese street fashion and youth subcultures have been topics of inter-
est for many journalists, editors, bloggers, museum curators, and photog-
raphers both in and outside Japan (Aoki 2001, 2006; Evers, Macias, and
Nonaka 2007; Godoy 2007, 2009; Keet 2007; Narumi 2010; Yoshinaga and
Ishikawa 2007), who provide fascinating accounts as well as photographs
that capture everyday clothes worn by ordinary but fashionable Japanese
boys and girls on the streets. Japanese youth dress is indeed visually ap-
pealing, but more than that, it is vital to the theoretical understanding of sub-
cultures to which many of the youth belong. My intention in writing this book
is to provide theoretical frameworks within which the Japanese subcultural
phenomenon can be analyzed. My study will make a contribution as a case
study to subcultural studies and theories in general. The scholarly literature
on Japanese fashion often focuses on major Japanese designers (English
2007, 2011; Fukai et al. 2010; Kawamura 2004; Koda 2008; Kondo 1997;
Mears 2010; Mitchell 2006), such as Issey Miyake, Rei Kawakubo, and Yohji
Yamamoto, or traces the cultural and social history of Japanese kimono or
textiles (Brandon et al. 2005; Dalby 2001; Imperatore and Maclardy 2001;
Munsterberg 1996; Slade 2010), and they do not pay much attention to Japan-
ese youth fashion.
Thus, the purpose of this book is to fill the void between academic and non-
academic perspectives since Japanese youth subcultures and their unique
stylistic expressions as a research topic deserve scholarly and intellectual
considerations just as punks, goths, mods, skinheads, and hippies in the
West are studied in scholarship on youth subcultures (Baron 1989; Brake
1980; Haenfler 2006, 2009; Hebdige 1979; Hodkinson 2002; Issitt 2009,
2011; Muggleton 2000). My focus is not on any street fashion, which is a
term used loosely to indicate any type of youth fashion. My attention is specif-
ically on the members of different subcultural communities in Tokyo and their
outward appearances. Like many other subcultures in the West, I argue that
the Japanese subcultural phenomenon is an ideological one. By popularizing
a subcultural style as a fashion trend, the legitimate taste in fashion is trans-
forming and expanding with the help of the related industries, and they to-
gether constitute an institution and establish an alternative fashion system
that goes against the mainstream system of fashion.
–1–
2 FASHIONING JAPANESE SUBCULTURES
new, fresh, and different. This was the first time I had become aware of what
the Japanese youth wore on the streets of Tokyo. The timing was also appro-
priate since I had just finished writing my book on Japanese designers in Paris,
and I was searching for a new topic to delve into. I immediately knew what my
next research topic was going to be. FRUiTS, a monthly magazine published
by photographer Shoichi Aoki, contains only pictures taken in Harajuku and
has no text.1 Aoki explained to me why he started this project: “I started tak-
ing pictures of young people in Harajuku to keep a record of what is happen-
ing on the streets of Harajuku.” My work on Japanese youth and subcultures
evolved and developed from that experience in Sydney. It took me another few
years before I decided to focus on different subcultures in different districts.
I later came across two books written in Japanese by members of a Japan-
ese subculture: The Anthropology of Gyaru and Gyaru-o2 (2009) by Yusuke
Arai, who was a leader of the Gyaru-o gang in Shibuya, and The World, Myself
and Lolita Fashion3 (2007) by Momo Matsuura, a Lolita herself. The stories
these authors tell in their books are partially autobiographical since the au-
thors either are or were insiders to the group. Nonetheless, the authors make
an attempt to write about their own world as objectively as possible.4 I have
met both of them at different occasions and interviewed them extensively
about the group to which they belong. They gave me their contacts and be-
came an important source of information to begin my fieldwork in Tokyo.
Angela McRobbie (1991: xv) explains her interest in subcultures as
follows:
There are two reasons why I have been interested in subcultures: first, because
they have always appeared to me . . . as popular aesthetic movements, or “con-
stellations” . . . and second, because in a small way they have seemed to possess
the capacity to change the direction of young people’s lives, or at least to sharpen
their focus by confirming some felt, but as yet unexpressed intent or desire.
Subcultures are aesthetic movements whose raw materials are by definition,
“popular” in that they are drawn from the world of the popular mass media. It
is not necessary to have an education in the avant-garde or to know the history
of surrealism to enjoy the Sex Pistols or to recognise the influence of Vivienne
Westwood’s fashion. This kind of knowledge (of pop music or fashion images) is
relatively easy to come by and very different from the knowledge of the high arts
or the literary canon found in the academy.
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