2023.05.09

The Significance of the "JAPAN SEIFUKU AWARD" Created Through Collaborations Beyond the Uniform Industry

Copied to Clipboard

Sponsored by the Harajuku-originated uniform brand CONOMi, the JAPAN SEIFUKU AWARD is an accessible contest featuring four categories, including a contest to decide the most suitable boys and girls in uniform in Japan, the "JAPAN SEIFUKU DESIGN AWAR," the "JAPAN SEIFUKU PHOTO AWARD," and the "JAPAN SEIFUKU MOVIE AWARD."

Many students recently participated in the "JAPAN SEIFUKU AWARD" and the "JAPAN SEIFUKU DESIGN AWARD," creating collaborations beyond the boundaries of the uniform industry. On this occasion, we interviewed Jun Ogasawara from CONOMi Corporation, the company behind CONOMi, to discuss the awards, industry trends, and collaborations with other companies.

PROFILE

Jun Ogasawara

CONOMi Corporation
Producer of JAPAN SEIFUKU AWARD
Born in Saitama Prefecture. While a student, he was engaged in activities to promote Japanese pop culture globally, which led to his joining CONOMi Corporation. in 2011. He launched JAPAN SEIFUKU AWARD in 2014 and subsequently established and managed the JAPAN SEIFUKU DESIGN AWARD, JAPAN SEIFUKU PHOTO AWARD, and JAPAN SEIFUKU MOVIE AWARD series. For the 10th edition of the Uniform Award, collaboration projects beyond the apparel industry were realized, including "Tokyo Youth Film Festival," produced by entertainment producer Tsunku♂, the TV program "FUWARIAI (ふわり愛)," the anime and character song series "TSUKIUTA. (ツキウタ。)," and the game platform "fingger."

Spreading the Fun & Culture of Uniforms

First, can you tell us more about your company?

Our company does handle specified school uniforms, but our main target is junior and senior high school students whose schools don't have uniforms, known as seifuku (制服) in Japanese. We sell uniform-inspired coordinates and clothing to students who wish to wear cute uniforms.

Our stores and e-commerce site offer a wide variety of blazers, skirts, ties, and more, allowing students to mix and match freely to enjoy coordinating their outfits. Additionally, we work on spreading the fun and culture of uniforms, providing costumes for TV shows and other media.

In this context, a uniform brand started a contest to decide the most suitable male and female uniforms in Japan, and the "Japan Seifuku Award" was launched 10 years ago.

Initially, it was only the model category of the "Japan Seifuku Award," right?

That's correct. It began with the goal of spreading uniform culture and providing many people opportunities to interact with uniforms through the award. However, as the event continued, it became apparent that the model category alone might be difficult for many to participate in.

Among students, aside from those who would enter the model category, there are many with diverse talents and skills. As a result, the Design Award and Photo Award were conceived to make it easier for them to participate. Additionally, with the increasing number of individuals producing videos on their smartphones and posting them on YouTube, a Movie Award was also established. Currently, the contest is held with these four categories.

The period during which uniforms can be worn is really short, just six years spanning junior high and high school. I think students are aware that they can only wear uniforms now. Uniforms remain as one of the memories of their youth, and we manage the event with the motivation of wanting them to enjoy their time in uniforms. Many students who attend schools with designated uniforms also put effort into their attire with accessories such as bags and ribbons, and we can feel their passion for uniforms.

Can you tell us about the contents of the award?

First, the uniform award in the model category initially aimed for winners to act as catalog models. Initially, it was a small-scale event with less than 100 applicants, but among the winners were people who later became famous through TV and as influencers like Aya Marsh, Futa Sakayori, Ui Mihara, and Yuna Mito. This gradually increased interest and the number of applicants.