On the streets
Fashion is an important expression ofcreativity and identity. Of the creators
who dedicate themselves to designing—
the great designers and their catwalks—
and the wearers, who create their own
styles from existing clothes, making
unique combinations. In other words,
everyone who chooses what to wear
before leaving home.
Fashion acts as a significant form ofindividual expression and, collectively,proposes groupings based on affinities,
the so-called “tribes”.
Street fashion is born from the interaction
between people and the city, as well
as being influenced by the market andaligned with the historical context,
cultural movements, technology, and thecurrent economy.
The popularization of trends is alsostrongly linked to the media, including
magazines, cinema, television, andthe internet, with rapid adaptations
and changes. All of this happens
spontaneously, and this unpredictability iswhat makes streetstyle so fascinating andof constant interest.
Since the 1950s, Japan has experienced
major economic and social changes,
which have helped shape much of its

culture. Japanese street fashion, a meansof expressing the spirit of the time,reflects aesthetic manifestations thatcharacterized each period. It is strongly
associated with youth and the cultureof mass society. Since the 2000s, it
has been perceived internationally as asymbol of the spontaneity, defiance, andcreativity of young Japanese people.

Sutorīto Fashion refers to theJapanese way of pronouncing theEnglish expression “street fashion.”
The exhibition offers a walk throughthe streets of the Japanese capitalover eight decades and a glimpse of
the admirable diversity of forms ofexpression, highlighting the people whoexpress their essence through their wayof dressing. For this, we had the supportof the magazines “ACROSS” by Parcoand FRUiTS , important vehicles that havehelped register the daily life of the streetsof Tokyo, inspiring both the Japanesepeople and audiences worldwide.

Natasha Barzaghi Geenen
Cultural Director of Japan House São Paulo

Gabriela Goelzer Bacelar
Cultural Supervisor at Japan House São PauloHarajuku street fashion
In the 1990s, resisting fashion trends thatstandardized clothing, a complex mix ofdifferent styles unexpectedly emerged inTokyo’s Harajuku district. They combined
clothing from national and international
designer brands, vintage pieces, andtraditional Japanese clothing. They alsosought references from a wide variety ofsources, including techno music, rock,goth, anime, and manga.
As the Harajuku neighborhood attracted
attention as a place of new styles, street
fashion magazines sprang up to showwhat was happening there. Amongthem was FRUiTS magazine, foundedby photographer Shoichi Aoki in 1997.
The photos presented here, publishedbetween 1997 and 2016, show thecreativity of the Japanese street styleat that time. Widespread nationally andinternationally, its originality continues toinfluence the world’s leading designers,
who look for references in the styles thatemerged on the streets of Japan.
Souta Yamaguchi
Exhibition supervisorJune 25 - October 20, 2024
Japan House São Paulo
Av. Paulista, 52
Free admission
Tuesday to Friday
10 am to 6 pm
Saturdays, Sundays, and holidays
10 am to 7 pm
Mondays | closed#SutoritoFashionNaJHSP#ModaNaJHSP
To access the accessible content andexhibition texts in other languages, pleaseclick here.

In an initiative to reuse materials and reduce
waste, part of the exhibition’s scenography
was repurposed from a previous exhibitionby Japan House São Paulo.