Relay Column: A Liberal Translation of the Modern History of Japanese Fashion and Its Future by Yuri Ridwan

The contemporary history of Japanese fashion can be divided into three periods: the early period (70s-80s), the middle period (90s to mid-00s), and the late period (mid-00s to mid-10s). The early period features the "Gosanke (The Noble Three Houses)," [1]the middle period is characterized by "Ura-hara culture" and "2000s subculture brands,"[2] and the late period focuses on "post-internet designer brands."[3] On a personal note, I believe that Japanese fashion history reached a certain conclusion in 2016.

The Filter Bubble and the End of Street Fashion

For a long time, Japan sustained segmented and unique trends originating from the streets. However, from 2011 to 2016, Instagram as we know it today took shape, shifting the trend transmission from street snaps (in print magazines and web media) to Instagram. While it seemed like trends became more democratic, rooted in the real preferences and popularity of consumers, the trends through Instagram quickly transformed into tools for manipulating consumer behavior via social media marketing.