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Tokyo fashion vibes in Harajuku and Omotesando: Tokyo females 18-24

Tokyo fashion vibes in Harajuku and Omotesando: Tokyo females 18-24

Sarah Deschamps and Lee Jay Walker

Modern Tokyo Times

Fashion lovers all over the world know the power of Tokyo because this sector is ultra-competitive and vast sums are spent every year in order to get a piece of the “Tokyo apple pie.” The purpose of all the surveys done by Modern Tokyo Times is to get behind the hype of companies who dominate the international press and media in Tokyo in order to find “the real trends” of this buzzing fashion city. Of course, the surveys are based on individuals who adore fashion and the focus on the third survey remains within the female market.

This survey was based on 100 females who visit the fashion districts of Harajuku and Omotesando. The age group who answered this survey was between 18 and 24 years of age and the common theme was that all adore fashion. Harajuku and Omotesando were selected because both fashion districts are linked together and share this vibrant fashion area of Tokyo.  Also, Harajuku and Omotesando are internationally famous throughout the world and the back streets are awash with trendy boutiques and this fact compliments the extravagant main street which links both districts.

In an earlier survey related to females in the age group of 18 and 26 which was based on fashion throughout Tokyo and not limited to two fashion districts. Then when it came to favorite department stores and shopping malls it is clear that the findings from this survey highlight clear differences.

Therefore, the last survey highlighted that Lumine just came out on top from Marui and Shibuya 109. Laforet Harajuku just came behind these and Isetan was also selected favorably. However, when it came to this survey then only Laforet Harajuku of all the above is based in the districts covered in this survey. Not surprisingly, therefore, the findings for the favorite department store or shopping mall was different.

This applies to Laforet Harajuku dominating and being followed by Parco and Lumine. Lumine was still selected highly and this bodes well for this elegant department store and it was good to see Parco doing well in this survey. After all, it shows that different fashion districts will have certain bias towards individual companies and department stores. After all, everybody that took part in this survey loves the fashion districts of Harajuku and Omotesando. Given this reality then Laforet Harajuku held a distinctive advantage but it was noticeable that nobody highlighted Shibuya 109. This may hint at the rivalry between Harajuku and Shibuya?

Like in the previous two surveys the choice for favorite shops and brands was extremely varied but clearly some companies have been highlighted highly in all three surveys. In the survey based on the 18-26 year old age group throughout Tokyo then last time it was stated by Modern Tokyo Times that “Overall, the most popular fashion companies selected were Zara, Topshop, Emoda, Snidel, Sly, and H & M. This group was closely followed by Mercury Duo, Egoist, American Apparel, Forever 21, Moussy, Jouetie, and Laguna Moon. Likewise, the following tier which was just below the last group applies to Chanel, Tsumori Chisato, Marua, Rose Bud, Risel, Chloe, Dazzlin, Otoe, Comme des Garcons, Gucci, Lowry’s Farm, Miu Miu, G.V.G.V., Spick and Span, Unsqueaky, Earth Music & Ecology, Beams, SmackyGlam (Smacky Glam), Jill Stuart, Free’s Shop, Chelsea, Liz Lisa, and Lip Service.”

 

Also, in the survey before this based on the fashion vibes of Daikanyama and Jiyugaoka in the female age group of 18-30 the survey stated that “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.”

 

Interestingly, when it came to favorite department stores for females shopping in Daikanyama and Jiyugaoka, it was apparent that Marui, Lumine, and Isetan, were selected the most. After these three then Shibuya 109 and Laforet Harajuku also did well. Therefore, in this survey Parco showed its strongest showing and the findings are very interesting.

Turning back to the favorite brands and shops selected in Harajuku and Omotesando then like previously mentioned you did have a few companies who also showed up well in all three surveys. This notably applies to Topshop, Snidel, H & M, Zara, and Sly.

In this survey the companies that did extremely well applies to Topshop, American Apparel, H & M, Comme des Garcons, Beams, Zara, Togo, Tsumori Chisato, Chelsea, I am I, Bubbles, and Vivien Westwood. The next tier applies to KBF, Opening Ceremony, Ralph Lauren, Marc Jacobs, Forever 21, Journal Standard, Barbie, Dual, Snidel, PoPo, Jouetie, Sly, Wall, and Mina Perhonen. Overall, it is clear from the boutiques selected that the mix highlights the diversity of the survey and this applies to the fact that some internationally famous boutiques were selected alongside some lesser known brands.

The most interesting finding was that many of the boutiques which are highlighted in the international media when it comes to Harajuku fashion weren’t selected. Occasionally individuals did have certain items on that they bought from companies related to “kawaii fashion” but none were selected when it came to favorite shop and brand. Of the trendy companies which do get favorable mentions because of their unique styles then Grimoire and Candy Stripper were selected but overall the profile of major quaint styles weren’t highlighted in this survey.

When it came to the “favorite hair salon” question then Bloc and Shima once more did very well and Shima in every survey keeps on being highlighted favorably. Velo hair saloon also did remarkably well in this survey and other companies like YY, Ultra C, Rosso, and Lili were selected several times.

With each new survey then important findings are being made and clearly certain patterns are emerging. Also, each survey is highlighting the importance of each specific fashion district and the overall strength of department stores is clearly informative. Of course the surveys are limited because of the numbers involved but each new survey is helping to strengthen the collective findings.

In every survey many companies were selected in the third tier and fourth tier and amongst the boutiques which came out near the top it is clear that some common themes are happening. Also, in this survey major international brands like Prada, Issey Miyake, Miu Miu, Chanel, Yves Saint Laurent, and others, were also selected in the third tier and given the age group belonging to 18 and 24 then this showing is powerful.

Also, the diversity of boutiques selected is highlighting the vibrancy of fashion in Tokyo and that the market is ultra-competitive. All females selected in this survey value fashion highly and the fashion styles of women selected applies to mainstream elegant styles, student based fashion, and youth orientated fashion.

http://www.style-arena.jp

http://www.laforet.ne.jp/floor_guide/floor_1f_e.html Laforet Harajuku

leejay@moderntokyotimes.com

http://moderntokyotimes.com

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Posted by on February 4, 2012 in Japan

 

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Tokyo fashion vibes: views from young ladies in Tokyo aged between 18-26

Tokyo fashion vibes: views from young ladies in Tokyo aged between 18-26

Michel Lebon and Lee Jay Walker

Modern Tokyo Times

Tokyo fashion is internationally famous and this survey was done online by Modern Tokyo Times. It relates to young ladies aged between 18 and 26 and key questions were asked about favorite places for fashion. All females who took part in the survey were selected once it became known that they regularly shop in trendy parts of Tokyo and that they adore fashion. In total, one hundred females took part and the findings are very interesting because it is fascinating to know the favorite brands and stores in this vibrant city. After all, the fashion market in Tokyo is huge and ultra-competitive.

Every female who took part in the survey resides in Tokyo or the surrounding prefectures of Chiba, Kanagawa, and Saitama. However, each female either studies or works in Tokyo and every single lady does her major shopping in trendy parts of this stylish and ultra-modern city.

Also, according to the survey it is clear that the major fashion districts were the most popular. This applies to Harajuku, Shibuya, Shinjuku, Ikebukuro, Omotesando, and Ginza. Despite this, other areas were also chosen and this includes Jiyugaoka, Aoyama, Daikanyama, Ebisu, Shimokitazawa, Ueno, and other fashion districts in Tokyo.

Another important factor is location because Ikebukuro was especially selected by young ladies who reside in Saitama prefecture and similarly, Ueno was picked by a few individuals who reside in Chiba prefecture. Of course, this wasn’t exclusive to all individuals who reside in these prefectures. However, you did have a noticeable common denominator when it came to young ladies living in Saitama prefecture because Ikebukuro gained from its strategic location.

This isn’t undermining the importance of fashion in Ikebukuro because in recent years this part of Tokyo continues to prosper and expand. Therefore, while the traditional department stores of Seibu Department Store and Tobu Department Store have always been the backbone of Ikebukuro. In recent times Lumine and Esola have given a boost to the younger fashion market. Given this growing angle, Lumine, Esola, Marui, Parko, and other famous stores catering for younger people, have galvanized the buzzing nature of modern Ikebukuro and people from all over Greater Tokyo shop in this fashionable district.

When it came to the question of the most popular fashion stores picked by individuals in the survey, then this part wasn’t so unpredictable. Of course, some of the ladies replied that they prefer individual fashion companies and not major department stores or famous shopping malls. However, for young Japanese, Korean, and Chinese ladies, who reside in the Greater Tokyo region, then Lumine just came out on top from Marui, Shibuya 109, and Laforet Harajuku. Isetan wasn’t far behind and a minor split occurred with the youngest ladies in the 18 to 22 years old bracket especially focusing on the first three places mentioned.

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. Overall, the most popular fashion companies selected were Zara, Topshop, Emoda, Snidel, Sly, and H & M. This group was closely followed by Mercury Duo, Egoist, American Apparel, Forever 21, Moussy, Jouetie, and Laguna Moon. Likewise, the following tier which was just below the last group applies to Chanel, Tsumori Chisato, Marua, Rose Bud, Risel, Chloe, Dazzlin, Otoe, Comme des Garcons, Gucci, Lowry’s Farm, Miu Miu, G.V.G.V., Spick and Span, Unsqueaky, Earth Music & Ecology, Beams, SmackyGlam (Smacky Glam), Jill Stuart, Free’s Shop, Chelsea, Liz Lisa, and Lip Service.

In the final tier were many companies and in truth you have too many to mention. However, the list includes Osmosis, Grimoire, Heather, Louis Vuitton, Jeanasis, Journal Standard, Adam et Rope, Kaka Vaka, Opening Ceremony, Celine, Loungedress, D’issy, Urban Research, Frayi D, Rosso, Martin Margiela, Barak, Qosmos, Theory, Theatre Products, Alexander Wang, Ann Demeulemeester, Ingni, Another Edition, Miel Crishunant, and several others. Therefore, the complex nature of the list also highlighted the importance of places like Laforet Harajuku because several companies are located in this shopping mall and the same applies to Lumine and other department stores.

When it came to the “favorite hair salon” then Bloc, D & B, Shima, Za/Za, and Minx were the most popular. After this top selected group you have countless others but it is noticeable that in two surveys done by Modern Tokyo Times that Shima did well in both.

The findings will have limitations but clearly during the second survey related to fashion in Tokyo, it is clear that some similarities applied. This notably applies to favorite department stores, favorite hair salon, and many fashion companies were selected in both surveys but with slightly different results at the top.

Overall, it is clear that the survey highlights the buzzing nature of Tokyo fashion and clearly individuals picked both Japanese boutiques and international boutiques.

leejay@moderntokyotimes.com

http://moderntokyotimes.com

 

 
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Posted by on January 10, 2012 in Japan

 

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Astral Boutique in California and Vintage Style in trendy Tokyo

Astral Boutique in California and Vintage Style in trendy Tokyo

Sarah Deschamps and Lee Jay Walker

Modern Tokyo Times

Sasha Soukup is a very creative lady and if you visit Astral Boutique then you can feel her deep passion and artistic nature within the styles on show and the presentation given. Astral Boutique provides lovely vintage style clothes and accessories. Also, the impact of nature and aesthetics is clear for all to see within this fashion company. Therefore, while the Sierra foothills in California may appear to be distant from the hustle and bustle of Tokyo, in the world of fashion it is just a step away.

In recent years vintage fashion is impacting on the younger generation in trendy Tokyo and even in the Mecca of youth culture in Shibuya you will find vintage fashion. Also, in the smaller fashion districts like Nakameguro you will find the vintage style flourishing. This would certainly please individuals like Sasha Soukup because her company Astral Boutique caters for individuals who adore this type of fashion.

Sasha Soukup (http://www.etsy.com/shop/astralboutique) comments that “I have taken a winding road to end up at my happy home selling vintage clothing on Etsy. I always knew I was an artist, but for a long time it seemed impossible to blend my love of literature, film, dress-up, and magic into one “coherent” form. I grew up in the San Francisco Bay Area, where I studied Cinema in college, worked in every strange job I could find in my 20s, studied Herbal Medicine, and developed my artistic life in musical performance. Eventually I could not resist the call of the Wild, and I moved to the forest in the Sierra foothills, in a very hippie-friendly community that is full of unique artists. I love my working life because I get to make magic and stories for a living, and sell clothes to happy people all over the world!”

Therefore, Sasha Soukup fuses nature, thought patterns, individualism, art, the environment, and other creative angles, in order to enhance Astral Boutique. In Tokyo you have companies like Grimoire, Hypnotique, Kinji, Panama Boy, Tarock, Cult Party, Qosmos, Kinsella, Monde Garage, Berberjin, Bubbles, and many others, which fuse aspects of vintage styles within the image of Baroque (Grimoire) or remain firmly within vintage fashion (Monde Garage). This creativity is in increasing demand and Grimoire which is based in the Shibuya area (near to Harajuku) is extremely passionate about their fashion designs.

Of course the trendy nature of Grimoire, which focuses on Baroque styles but creates individual designs, is clearly a million miles away from the vintage fashion of Astral Boutique. However, the connection is that past fashions have influenced their modern thinking and you can feel a connection with historical European fashion. Despite this, the beauty of companies like Grimoire is that their fashion is not only distinctive, but it is trendy in a special way and clearly this company is thriving.

The style of Sasha Soukup and her company Astral Boutique may be very different from some of the above mentioned companies in Tokyo. However, they all share an inner passion which is searching for something new but within the fusion of past fashion trends and designs. This in turn generates an individual style and creates fresh ideas which fit easily within “the many worlds of fashion.” Therefore, many young Tokyoites are connecting with vintage styles and other types of products which belong to a different era but which continue to bless the modern world.

Sasha Soukup further comments that “I choose my vintage very carefully, based on timeless design, quality fabrics, and flattering color schemes. I follow current vintage trends, because they are fun, but also stock a lot of classic pieces that will never go out of style. I am a one person operation, and I do all of my photography, modeling, styling, customer service, and promotion myself! It is really fun doing outdoor photo shoots- I love the rural background for my clothes, especially because I carry so many pieces from the 1960s and 1970s “hippie” or “boho” days in California. The natural setting really complements the feeling of these special pieces. I love nothing more than hearing that someone has opened their package and fallen in love with the clothing inside- I think of myself as a channel for beautiful and unique vintage. It sounds funny to say that it is almost a spiritual thing for me, but clothing has a lot of energy! I like to keep it flowing, so I keep my prices very low.”

It is extremely refreshing that you have fashion individuals like Sasha Soukup because just like the fashion company Grimoire in Tokyo, it is individuals and unique companies which are keeping the “heart of fashion alive” and this is essential. After all, behind all the commercialism are individuals who want to express aspects about themselves. This means that individual buyers who adore fashion can connect strongly with fashion companies like Astral Boutique because each individual item is based on passion and utmost care.

In Koenji which is an unusual fashion district in Tokyo you will see many aspects of ordinary life and people going about their daily life. However, amidst the mundane buildings you also have a flourishing fashion district whereby new designers are creating their own styles. Also, retro fashion is in huge demand and companies like Spank!s is showing another angle of Tokyo fashion.

The fashion district of Nakameguro is also blessed with companies which highlight vintage fashion, for example Monde Garage. Also, J’Antiques sells all sorts of different vintage products and if you shop around the old world will open up a new dimension.

Nakameguro, Daikanyama, Jiyugaoka, Kichijoji, Nakano, and Shimo-Kitazawa, are smaller fashion districts in Tokyo but they are enabling the uniqueness of fashion in this mega-city to shine. In truth, the beauty of Tokyo is that while Aoyama, Harajuku, Ikebukuro, Ginza, Omotesando, Shibuya, and Shinjuku, hog the limelight; it is the lesser lights which have enhanced the quality of life in Tokyo.

Takako Hotta, who is a stunning model and actress in Tokyo, simply adores shopping in districts like Nakameguro. One of her favorite boutiques is Monde Garage in this part of Tokyo. In her video Takako Hotta comments that “all the clothes are handmade” and this appeals greatly to this elegant and sophisticated lady.

This spirit is powerful and so is the importance of hand made products, individualism, and searching for something special. Of course, the trendy districts of Aoyama, Harajuku, Ikebukuro, Ginza, Omotesando, Shibuya, and Shinjuku, are all very special and you have amazing boutiques. However, for individuals who adore vintage fashion then companies like Astral Boutiques in California and Qosmos in Shibuya provide their own unique vibe and spark of creativity.

Returning back to the charming and sophisticated Sasha Soukup she comments that “I am lucky to have built a fan base of loyal customers from all over the world. The Etsy community is so friendly, and many fellow sellers and customers have become my “real life” friends! There is also an appreciation for artistic presentation on Etsy, and some people have even used my shop photos as templates for their paintings. It is a real artistic community, with inspiration shared all around.”

Therefore, if you adore vintage fashion then please check the website of Astral Boutique because within each fashion item is an inner spirit of care and passion. Individuals like Sasha Soukup bless the fashion industry because  buyers of vintage fashion, designers, people searching for old vintage styles, lovers of fashion, and so forth, all have their own part to play in order to maintain a diverse fashion scene. Also, the artistic images on her adorable website, highlights the vibrant spirit within Astral Boutique and this is most noticeable.

ASTRAL BOUTIQUE

https://twitter.com/AstralBoutique Twitter account of Sasha Soukup

http://www.etsy.com/shop/astralboutique Astral Boutique (PLEASE VISIT)

TOKYO FASHION

http://www.style-arena.jp JAPAN STREET FASHION AND IMAGES

http://www.grimoire.jp/ GRIMOIRE

http://www.dokidoki6.com/ 6%DOKIDOKI

http://tokyofashion.com/ TOKYO FASHION IMAGES AND INFO

http://www.japanesestreets.com/ IMAGES OF STREET FASHION

http://www.lacarmina.com/blog/ La Carmina

http://www.youtube.com/watch?v=LYIqXrZ9G2Y  Takako Hotta and Monde Garage

http://www.takakohotta.com/  Takako Hotta

http://moderntokyotimes.com/2011/11/28/tokyo-fashion-four-essential-websites-for-fashion-and-consumer-news/  MODERN TOKYO TIMES ARTICLE

leejay@moderntokyotimes.com

http://moderntokyotimes.com

 ALL IMAGES BELONG TO SASHA SOUKUP AND ASTRAL BOUTIQUE

 
 
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Posted by on December 26, 2011 in Japan, NORTH AMERICA

 

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