Japanese are known as fashionable people. From their everyday wear to their office attires, from makeup to hair, everything is considered fashionable.
However, Japanese fashion has never really been a successful, influential vehicle in the fashion world of the United States and Europe. There were several attempts of Japanese brands to take over the country, but until now, the attempts remain unsuccessful.
FASHION WEEK ATTEMPTS
One of the most notable fashion attempts of Japanese companies is the collective design Ha-Ha. During the Amazon Fashion Week Tokyo that happened last March, Ha-Ha gave a terrible performance on stage.
Ha-Ha tried to show to influence the political statements and protests movements of the social issues happening in Japan. From tactile paved runaways highlighting accessibility issues to the use of disabled and elderly models to remind the attendees of the lack of diversity in fashion.
However, their attempt failed since Japan is not ready for an identity led the movement. Ha-Ha was not able to deliver their message, unlike other Western brands.
ANOTHER ATTEMPT TO MAKE A DIFFERENCE
Just recently, there was a mainstream discount label named GU: Shot. According to Japan Times, a photographer named Shunya Arai featured a model with sparse makeup and highlighted the label’s shirt.
The label in the model’s shirt caught people’s attention. The sentence “Yup, I’m a Feminist” is written all over the shirt. This also raised people’s speculations that Japan is now beginning to head toward one of the world’s biggest and most sensationalized topic now: Feminism.
KEEPING IT HIDDEN
Japan is known as a conservative country especially for women. However, one of the most neglected parts of the everyday life is clothes.
Most offices follow a strict dress code for the office environment and often requires their employees to wear uniforms. Luckily, underwear brand “Triumph” collected data from the past 40 years to improve and cater to the needs of office workers.
Since some companies are requiring their employees to wear fitted shirts and tailored jackets, not minding that it will not fit all kinds of figures, Triumph decided to launch a range of plain button-down shirts for women. It will keep the front of the wearer neat and closed but at the same time, will keep her safe from showing a part of her sensitive body part.
The brand introduced the project “Over E” to help women, especially those on the bustier side, to keep everything hidden but to look formal at the same time. They offer a range of jackets and smart shirts for women with fuller sizes.
TAILORING IN THE WORKPLACE
Another Japanese brand, Kay Me, which is owned by award-winning proprietor Junko Kemi, also made a name for itself in offering a business wardrobe for the working class. The brand launched a new concept, “Kay Me Club” which caters to women-oriented membership workplaces.
“Kay Me Club” aims to be the bridge between the office and the home. It gives women in the business class to have more networking opportunities and social support at the same time.
“Kay Me Club” is also a part of a new Shinjuku store for the brand. It is aiming to be the bespoke working wardrobe of items not only in Tokyo but the United States too.