Tokyo fashion vibes: views from ladies in Daikanyama and Jiyugaoka
Michel Lebon and Lee Jay Walker
Modern Tokyo Times
Fashion in Tokyo is amazing and this survey applies to the areas of Daikanyama and Jiyugaoka. If you don’t know these areas then both places are extremely fashionable and you have many lovely boutiques. Also, the survey conducted is based on the age group of 18 to 30 and was taken at random.
Ladies involved in the survey all adore fashion and take great care about their style and image. However, the results are obviously limited because information collected came from 50 ladies and you must take into account the districts of Daikanyama and Jiyugaoka. Equally important, is the fact that each individual female was fashionable and this applies to mainstream fashion, independent but chic styles, and within the age group of 18 to 30.
If the same survey was taken in extremely exclusive fashion areas like Aoyama or questions were given to ladies who adore kawaii style clothing, then clearly the outcome would be very different. However, Daikanyama and Jiyugaoka represent extremely fashionable areas which are famous for elegance and modern styles. Also, both places are popular in Tokyo because you have an abundance of lovely boutiques and a nice elegant feel about these two trendy areas.
Before focusing on clothing styles it was interesting that the question related to “favorite hair salon” produced the biggest winner when it came to popularity. This applies to the fact that Shima was selected by 10% of all ladies interviewed. Therefore, it is clear that
Shima is hitting the right note for fashionable young ladies in Tokyo.
The question related to favorite shop and brand was extremely varied. However, while the majority of ladies selected a single favorite shop others mentioned their number one department store. Noticeable winners in the department store area were Marui, Lumine, and Isetan. Shibuya 109 and Harajuku Laforet were also selected and both places are icons within the trendy scene in Tokyo for younger ladies. However, Marui, Lumine, and Isetan, were selected many times and what was also noticeable is that four individuals selected both Lumine and Marui. Therefore, from this short survey it would appear that many young ladies see many familiar aspects about both stores which are extremely fashionable and highly respected.
Mercury Duo, Zara, Snidel, Topshop, Beams, Laguna Moon, Spick and Span, Ingni, Lowry’s Farm and G.V.G.V., were selected several times with regards to favorite shop and favorite brand. Overall, Mercury Duo was mentioned the most but it was very close and many other companies were selected. This applies to Forever 21, H & M, Gucci, Deicy, Louis Vuitton, Ships, Egoist, Jupiter, Polo Ralph Lauren, United Arrows, John Lawrence Sullivan, Liz Lisa, Sly, Free’s Shop, Stella McCartney, Osmosis, Journal Standard, Adam et Rope, Loungedress, Earth Music & Ecology, Lip Service, Smacky Glam (SmackyGlam), D’issy, Urban Research, Sister, Dazzlin, Miu Miu, Ryza, Jill Stuart, Jeffrey Campbell, Vivienne Westwood, A.P.C., Toga, Frayi D, Rosso, and a few others.
When it came to what people were wearing on the day then in the boots and shoes section, it was noticeable that Esperanza was highlighted four times by ladies in boots. Therefore, for four individuals to be dressed in these products from Esperanza does highlight that this company is popular and highly liked. Zara was also highlighted by two individuals. However, overall apart from Esperanza being highlighted the most and Zara doing well, this area was extremely diverse and all the other companies mentioned were only stated once.
Dresses, blouses, and sweaters were put in the same category with regards to what ladies were dressed in on the day of the questions. Therefore, this section was simply the top half and companies that did well were Mercury Duo, Topshop, Dazzlin, Zara, Ingni, Earth Music & Ecology and Spick and Span. Other individual named companies that ladies were dressed in on the day applies to Ships, Kastane, Forever 21, Vivienne Westwood, Little New York, Double Standard Clothing, Beams, Tomorrowland, Polo Ralph Lauren, SmackGlam, Drawer, Free’s Mart, Spiral Girl, Moussy, Miel Crishunant, Ciaopanic, Loungedress, Jonathan Saunders, Lip Service, Laguna Moon, D’issy, and Yecca Vecca.
Once more, it is clear that ladies fashion in Daikanyama and Jiyugaoka is extremely diverse because boutiques mentioned were very varied. When it came to bags the same applied but Gucci, Louis Vuitton, Miu Miu, Yves Saint Lauren, Coach and Egoist were being used by several ladies on the day. Also, it would appear that exclusive bags are seen to be important for many young ladies and that many individuals are willing to pay more for this fashion item. Other companies mentioned include Wego, Forever 21, Loungedress, Celine, United Bamboo, Cher, Carlife, Titty & Co., Mark Jacobs, United Arrows, Samantha Vega, Tory Burch, Diesel, Ozoc, and Lowry’s Farm.
Questions related to music were also fascinating because it was evenly balanced between J-pop and Western music but K-pop was selected to be the favorite style by around 10% of all females asked. Therefore, it is clear that South Korean music is making inroads in Japan.
The findings may be limited to 50 individual Japanese ladies but some patterns can be seen. This notably applies to the diverse nature of fashion in Tokyo and that many ladies still take pride in their luxury bag. Also, Shima was popular when it came to hair salons and Esperanza was highlighted when it came to boots.
Overall, the streets of Daikanyama and Jiyugaoka highlight the competitiveness of fashion in Tokyo and that ladies have an abundance of stunning boutiques to pick from.
– Many lovely images by Style Arena