Tokyo Wholesome

September 19, 2017

Popular Fashion Magazine ViVi to Launch New Mobile e-zine “BeViVi”

Popular otona kawaii Japanese fashion magazine ViVi is launching a new mobile magazine in cooperation with Rakuten. Called BeViVi, the e-zine will be curated by ViVi and Kodansha publisher’s editorial teams using items available on Rakuten, an online marketplace based in Japan. BeViVi will be available exclusively on mobile and is aimed at young girls … Continue reading Popular Fashion Magazine ViVi to Launch New Mobile e-zine “BeViVi”

September 17, 2017

The Top 8 Tokyo Fashion Districts

Whether you’re looking for high-end luxury fashion or underground and vintage finds, first consult my guide to discover your favorite fashion districts in Tokyo. Omotesando (and Aoyama) Omotesando is the long boulevard connecting Jingumae/Harajuku in Shibuya ward with Aoyama in Minato ward. It’s a really fantastic place to shop because you have the best of … Continue reading The Top 8 Tokyo Fashion Districts

September 16, 2017

Affordable Japanese Fashion Series: Tocco Closet

A while ago I talked about Fifth Store, which is kind of a modest/classy fashion webshop from Japan aimed at working women and women in their late 20’s and up. More on mainstream Japanese fashion types here. But it’s a brand that’s maybe a little too prim for everyday wear, I think, so today I’d … Continue reading Affordable Japanese Fashion Series: Tocco Closet

September 7, 2017

Agejo Gyaru Style: A Look at Kyabakura Fashion Today

Remember agejo style? Those were the days. The hostesses of Kabukicho pretty much pioneered the agejo gyaru fashion movement back in the ’90s. These days, though, the fashion statement these kyabajo are making is a lot different. They’re wearing less makeup and toning down their hairstyles. What’s popular now is mature, classy party dresses and … Continue reading Agejo Gyaru Style: A Look at Kyabakura Fashion Today

September 4, 2017

Diet Tips from Japan: How Do They Stay So Slim?

You might have heard that Japan is getting “fatter”, thanks to the rising popularity of fast Western style foods. But you would never know that just by walking around Tokyo. So, how does everyone in Japan seem to stay so slim? Disclaimer – compared to America and similar countries. So this isn’t going to be … Continue reading Diet Tips from Japan: How Do They Stay So Slim?

September 3, 2017

Affordable Japanese Fashion: Introducing Fifth Store

A while ago I posted Where to Shop for Japanese Fashion, which featured most of the brands you see featured in the top fashion magazines from Japan. You have to admit, most of these brands are pretty expensive. So this time I’d like to introduce a brand that’s casual, feminine and totally affordable: Fifth Store. Modest … Continue reading Affordable Japanese Fashion: Introducing Fifth Store

August 31, 2017

Japanese Models: How Much Do They Weigh?

Have you ever wondered how much the average Japanese fashion model weighs? Well, I know I have. And now finally Ane Ageha, a Japanese lifestyle magazine and sister of Koakuma Ageha, has decided to answer this burning question, featuring the bikini bodies of a few of their models. Model: Yuuka Obara Height: 163 cm / … Continue reading Japanese Models: How Much Do They Weigh?

August 27, 2017

Shibuya 109 Gyaru Brand Cecil McBee is Rebranding

Cecil McBee is a beloved gyaru / onee brand that has been with us since the beginning, now celebrating its 30th anniversary. Or at least, it was a beloved gyaru brand. Now they’ve rebranded their image and revamped their stores, including the 109 storefront. They’ve gone from one of the reigning queens of gyaru brands … Continue reading Shibuya 109 Gyaru Brand Cecil McBee is Rebranding

August 25, 2017

A History of Japanese Beauty and Makeup

Popular Japanese beauty YouTuber Sasaki Asahi just released an amazing video about the history of women and women’s beauty in Japan, and I just wanted to make a quick post discussing it. The video spans over one thousand years from the Heian Period to the Heisei Period (the present). It’s a short video and completely bilingual … Continue reading A History of Japanese Beauty and Makeup

August 24, 2017

Most Popular Japanese Street Fashion Types, Style Tribes and Magazines

Of course it’s difficult to categorize everyone’s sense of style into neat little boxes, but you have to admit labels are convenient. Here’s a rundown of the current mainstream Japanese fashion styles for women, from gyaru and post-gal to mote-kei and girly. Otona Kawaii Otona Kawaii is a cute and sexy style that literally translates … Continue reading Most Popular Japanese Street Fashion Types, Style Tribes and Magazines