Fashion that Creates State-of-the-Art Trends with Bold Ideas


“A Collection of Modern Beautiful Women”/ On Collection at the Edo-Tokyo Museum

Taking on the Latest Fashions, Starting in Tokyo
The Japanese began wearing Western-style clothing in the early Meiji era. Unlike the speed with which men adopted short hair and Western costume, Western clothes did not spread as quickly among women, who usually stayed at home at the time. Those who disrupted this situation and helmed the introduction of Western clothes were the women of the upper class. When the Rokumeikan was built in Uchisaiwaicho in Chiyoda Ward in 1883, splendid balls were held to entertain guests from overseas, and women donning dresses of the latest fashions from Europe were suddenly bathed in limelight. The latest fashions, attempted by these women in Tokyo, gradually spread to the general public, taking them to the next era.
The Taisho Era Gives Rise to a New Trend: “Modern Boys” and “Modern Girls”
In the late Meiji era, Tokyo school girls became the pinnacle of fashion. Donning ribbons, loose trousers, and leather shoes, many women looked to them in admiration as the height of fashion. Then, appearing in the cityscape of Tokyo – completely transformed after the Great Kanto Earthquake of 1923 – were mobo (“modern boys”) and moga (“modern girls”), young people following cutting-edge trends. Mobo would wear Panama hats on slicked-back hair, sailor trousers, and horn-rimmed glasses known as Lloyd glasses. Moga would wear the Eton crop (a hairstyle cropped short at the back with the bangs slicked to the side) with drawn-on eyebrows, kimonos with novel patterns, and modern styles incorporating designs from America and Europe. These “modern boys” and “modern girls” draped in Western-style fashion, strutting the streets of Ginza, were the center of attention.

©MyNavi presents TOKYO GIRLS COLLECTION 2017 A/W

Disseminating the Latest Trends From Tokyo to the World
Since the Meiji era, Tokyo has become the birthplace of the latest fashions in Japan and its role as a fashion leader remains unchanged to this day. One example drawing attention within the young women’s market is the Tokyo Girls Collection (TGC), one of Japan’s largest fashion events; held continuously for over 10 years, it is based on the theme of “bringing Japanese women’s fashion to the world.” Ever-changing and evolving with the latest trends, TGC is currently undergoing further development as the center of Tokyo women’s culture heading into 2020. In an era when people freely enjoy their own original styles, TGC will continue disseminating cutting-edge Tokyo trends to the world.