Japan Effect
When we decided to hold a new fashion
exhibition at JHSP, many possible
paths arose: a solo show featuring anestablished name, a display of an emerging
talent in the contemporary Japanesescene, a group show of female designers,
an exhibition focused on materials... The
many fascinating possibilities reflect therichness of this theme.
A broad overview emerged as the best
option, a demonstration of 70 years
of Japan’s prolific fashion output,
starting with the country’s economic
recovery and how it was reflected inclothing designs. We then invited SoutaYamaguchi to join the project to serve as
the exhibition’s curator.
Japanese fashion has always had aunique, highly striking personality. Withan aesthetic fundamentally distinct fromthat of the West, it continues to broaden
the international fashion perspective
through its innovative creations.
Even while relying on cutting-edge
developments in textiles and techniques,Japanese creation nevertheless draws
inspiration from the past, especiallyin regard to prints and forms. One ofits most outstanding characteristics
is how its designs remain independentof individual body shapes. To a great
extent, the body is not emphasized but
rather serves as a support for geometricforms. These broad forms – sometimes
unstructured, sometimes highly
structured – liberate the body.

The period of history covered by thisoverview was marked by significant
economic and social transformationsin Japan, which are outlined in theexhibition’s timeline. In the fashion world,
these decades saw the rise of Japanesedesigners on the international scene.
These pioneers gained prominence atmajor fashion weeks in Paris, Milan, andNew York – leading to the creation ofTokyo Fashion Week and the opening ofJapanese boutiques in these traditional“fashion capitals.”
The 15 designs presented here are byiconic fashion designers distinguished fortheir bold creations.
Finally, the title Japan Effect arose asa means of emphasizing the continuous
influence of Japanese design on thefashion world. It continues to surprise andreshape the industry, inspiring generationsof designers worldwide, rightfully earning
its place as a benchmark of creativity andinnovation.
Natasha Barzaghi Geenen
Cultural Directorof Japan House São PauloTransitions of japanese fashion
This exhibition offers a valuableopportunity to learn about thetransformations of fashion in Japan,starting in the 1950s and continuing tothis day.
After World War II (1939–1945), Japan’sclothing culture experienced a dramatic
shift: the kimono – a garment that follows
the body’s structural lines – began togive way to Western clothing, which isbased on the body’s curves. The main
characteristics are:• The kimono features straight lines andfollows the body’s skeletal structure(supported by the shoulders and tiedat the waist), enveloping the body. This
uniquely shaped garment prioritizes
the material, with design variations
focused on fabrics and patterns.
• Western clothing has curvaceous shapesthat follow the wearer’s contours
and are often form-fitting. Its lookprioritizes the design, with variations inshape, fabric, and patterns.
In the 1950s, for reasons of hygiene,
cost, and practicality, there wererenewed attempts to introduce Western
clothing, which began to be worn
alongside the kimono.
In the 1960s, with the spread of highly
elastic synthetic fibers, Western clothing
became increasingly accessible, anddesigners faced the challenge of creating
typically Japanese designs.
Amidst a context of greater liberation anda resurgent interest in Eastern cultures,the 1970s witnessed a blend of Japaneseand Western clothing styles.

In the 1980s, during an economic boom
and bubble of speculation, Japanesedesigners introduced the “Shock Wave”
at the Paris Fashion Week. This collection
featured a worn-in look and designs full ofexcesses, gaining widespread recognition.
In the 1990s, Japanese streetwear gained
traction worldwide. Styles blending
diverse cultures along with emotional
design using advanced production
techniques gained popularity.
At the turn of the millennium, minimalist
fashion focused on sustainability gainedprominence. This shift was accompanied
by designs that express the complex
individuality of gender issues. Thus, thedefinition of fashion continues to evolveand diversify to this day.
With this exhibition I hope the visitors
come into contact with Japanesesensibility, which has been able toaccompany the changing times throughfashion trends, like a mirror thatreflects society.

Souta Yamaguchi
Exhibition supervisor

Fashion show piece madeat Bunka Fashion College (1955)

Hanae Mori (1960s)

Kansai Yamamoto (1971)

Pink House (1980s)

Yoshiki Hishinuma (1996)

Undercover (2004-2005)

Anrealage (2010-2011)

sacai (2021-2022)

May 7 - September 1, 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#EfeitoJapãoNaJHSP#ModaNaJHSP

Accessible content