For Harajuku kids in Japan, there has been a great deal of excitement and attention given to the “HARAJUKU KAWAii!!!!” events, which began in July of last year. These stylish events feature fashion shows for Harajuku apparel brands as well as live performances from artists. In December of last year, the event spread to Tokyo and Osaka, and the response was such that a second event was held.

We spoke with event organizer ASOBISYSTEM (http://www.asobisystem.com) about Harajuku fashion. To begin with, what is Harajuku fashion? And where will its popularity lead?

“The ‘HARAJUKU KAWAii!!!!’ show used as models girls who are reader models appearing in magazines. Harajuku fashion is the source of crazes for fashion leaders who are gathered in Harajuku. These girls are clearly the symbol of this fashion.”

Most of those attending the events are the same as the reader models - Harajuku girls in the late teens to early twenties. Nonetheless, at the second show there were young women and men in basic attire. Harajuku fashion is being featured not only in Harjuku fashion magazines, but also in high fashion publications in Japan. Why is it that the Harajuku fashion fan base is gradually increasing?

“We feel that the ‘kawaii’ sensation produced in Harajuku is not a transient boom, but rather is a culture taking root. Events have even been covered by overseas television stations. In future, we want to establish events with an overseas outlook.”

“Harajuku” and “kawaii” have become common terms around the world, as all fashionistas will be well aware. On that note, we will now introduce some of Tokyo’s Harajuku fashion shops that have proved to be extremely popular at these events!

The first shop you will want to check if you are getting into the Harajuku style is “6％DOKIDOKI”, which appeared as a guest at the first “HARAJUKU KAWAii!!!!” event. The store opened in Harajuku in 1995 and was one of the origins of Harajuku fashion. Today, the shop has a high level of international recognition and is even visited as part of a Harajuku culture pilgrimage by many people from other countries who are on vacation in Japan! We asked the shop to tell us how Harajuku fashion should be enjoyed.

“Harajuku fashion has various tastes, but common in them all is fashion satisfy and express oneself. The high level of freedom is a characteristic. Our shop’s items are designed with the theme of having a certain bite somewhere within the cuteness. If you’re just starting out, why not try an accessory or an item with some spice? It’ll probably put you in a remarkably happy mood!”

If you would find it difficult to dress in full pop coordination, why not try incorporating a little of the essence of “6％DOKIDOKI” as an accent to your style?

Those who want to enjoy aggressive styling should check out “galaxxxy” - a store that showed off its extremely loud colors at the “HARAJUKU KAWAii!!!!” fashion show. This brand also produces many items in collaboration with video game and anime franchises, receiving tremendous support not only from young followers of Harajuku fashion but also from so-called “gals” and visitors from abroad who like Japanese culture. When we asked “galaxxxy” about the key to styling oneself in Harajuku fashion, they told us:

“The trick is not to emphasize your body line, and not to expose too much skin. We recommend wearing misshaped items that have plenty of volume, such as sarouel pants and balloon skirts!”

You could say that the whole point of Harajuku style coordination is not sexiness, but rather is about child-like cuteness and pop style. Once you’ve got the knack, try dressing your whole body with “galaxxxy” items!