SEPTEMBER 2010 :: 124
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Fashion
Osaka—The New Face of Japanese Fashion?
 “If you got it, flaunt it” is how the saying goes - and when it comes to looking good, Osaka is doing just that
Global dialogue on Japanese fashion almost always conjures up Tokyo-related images of Harajuku Girls and High Street Ginza. Very rarely do today’s style commentators explore the mode to be found a little further south, in Osaka and the Kansai region, whose flair, free spirit and funk have a distinct influence on Japanese wares. Although relatively unknown on the international fashion scene, many of the designers and brands that are making an impact on domestic and international trends actually hail from this artistic region—reason enough to mark it as a hotspot on any clothing lover’s map.
Yes, Tokyo definitely holds the title of Fashion Headquarters in Japan. This status was cemented by Japan Fashion Week, which has been held there in various forms since 1985. Thanks to pop culture, including Gwen Stefani’s music, the Harajuku Girl has been perpetuated as the quintessential Japanese fashionista. Upon closer inspection, however, she clearly has features of Osaka’s own design pockets stamped all over her. The Lolita look, which combines Victorian fairytale damsel with gothic darkness, Cyber-Punks, directly inspired by the vivid lights of the Dotonbori neon district, along with B-kei (hip hop, urban and skater street wear) straight from Amerikamura, are all Osaka-born obsessions. But other trend-setting areas of Osaka, such as the gentrified Kita-Horie and Minamisenba, are also helping to shape the cool and über-chic classes of Japanese fashion.
So, what makes Osaka a special hub of originality, imagination and finesse?
 Australian fashion designer Akira Isogawa (top right), who was born and raised in Kyoto, observes that, “Kansai is far more casual, and therefore [residents] gain much more freedom to express their own individualist point of view.” He suggests that since “Tokyo has more systems because it has established itself as the fashion capital in Japan,” it may be much easier and more encouraging for young designers to emerge from the Kansai region than Tokyo.
Perhaps this is how Evisu founder and Osaka-jin, Hidehiko Yamane, felt back in 1991, when starting his now world-renowned jeans and denim-focused label. The Evisu brand’s ‘seagull’ logo is now well known throughout all tiers of the fashion world, from Australia to Asia and Africa. Evisu remains true to its Osaka roots, with fantastic attention to detail (check out that stitching!) and preference for vintage styling.
 Yu Konishi, another Japanese designer making international waves, learned his craft at the Osaka campus of the world’s first fashion school, Esmod. He comments that, “Osaka is characterized by freedom, passion, liveliness and open-mindedness.” When asked about the uniqueness Kansai designers bring to local fashion, Konishi believes that “the people of Osaka have a tendency to respect their traditions but at same time are willing to challenge new ideas.”
Since Osaka and Kansai trends are important elements of Japanese style, it is not possible to place Japanese fashion into a single category. In Isogawa’s view, it would be unfair to “underestimate” Japanese fashion by limiting the focus to single examples like the Harajuku Girl.
“Tokyo is just one aspect, and Harajuku is just a suburb of Tokyo”, he explains. “The people who hang out in Amerikamura are so different from those at Dotonbori. And Amerikamura and Dotonbori are so different from Harajuku. To look at Japanese contemporary fashion or culture, you really have to look into the Kansai region, [as well] as Tokyo.”
While Tokyo may still be the central powerhouse of Japanese vogue, it is plain to see that Osaka trends do solidly inspire the country’s style. Osaka has definitely stepped out of Tokyo’s shadow, and is casting her own on the forefront of fashion.
Text and photos: Elisabeth Lambert |
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:: Online Articles
:: Kansai Listings
:: Also in this month's mag
| :: dRink
Balbora Cafe |
| :: LANGUAGE
Tattoo taboo |
| :: Food
Michell's Cafe |
| :: FEATuRE
Creepies, Crawlies & Long-legged Beaties
It's a bug's life |
| :: Travel
The Jaws of Hell!
Hiking the active volcano Stromboli |
| :: Extreme Sports
Climbing Osaka
Get to grips with city rocks |
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