The meeting point of the youth in Tokyo - development and establishment of Harajuku fashion

This paper explores Harajuku as a central site of Japanese youth subcultures, fashion expression, and community, and attempt to place its research on wider subcultural and fashion studies. . Drawing on classical subcultural theory from CCCS alongside post- subcultural, feminist, and postmodern critiques, the study discusses some of the theoretical challenges of defining subcultures and highlights the shift toward individualization, gender awareness, and symbolic consumption. Building on this framework, the paper traces the historical development of Harajuku as a fashion district shaped by Westernization, post-war conditions, and specific geographical features, which influence youth centered development. Using a mixed qualitative approach combining visual analysis of FRUiTS magazine and discourse analysis of contemporary video interviews, the paper examines how Harajuku functioned as a pre-social-media platform for creative expression and “silent rebellion.” Three case studies,...Show moreThis paper explores Harajuku as a central site of Japanese youth subcultures, fashion expression, and community, and attempt to place its research on wider subcultural and fashion studies. . Drawing on classical subcultural theory from CCCS alongside post- subcultural, feminist, and postmodern critiques, the study discusses some of the theoretical challenges of defining subcultures and highlights the shift toward individualization, gender awareness, and symbolic consumption. Building on this framework, the paper traces the historical development of Harajuku as a fashion district shaped by Westernization, post-war conditions, and specific geographical features, which influence youth centered development. Using a mixed qualitative approach combining visual analysis of FRUiTS magazine and discourse analysis of contemporary video interviews, the paper examines how Harajuku functioned as a pre-social-media platform for creative expression and “silent rebellion.” Three case studies, Decora, Lolita, and Yami Kawaii, demonstrate how fashion operates to build community, define identity, and to resist societal norms among Japanese youth. as a tool for identity construction, resistance to social norms, and community building among Japanese youth, addressing issues such as conformity, gender, mental health taboos, and consumer culture. Finally, the paper further discusses the commodification and globalization of Harajuku, analyzing how media, tourism, fast fashion, and social media have contributed to the brandification of Harajuku.Show less

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The meeting point of the youth in Tokyo - development and establishment of Harajuku fashion