Japanese Fashion Brands: While the fashion capitals of the world remain New York, Milan, Paris and London, Tokyo has succeeded in becoming a cornerstone of the global fashion industry. Japanese designers have caught the attention of the fashion world with some of the most unique trends and cutting-edge styles. A number of Japanese fashion brands are beginning to rival the popularity of American and European brands. 
Tokyo first burst on the international fashion scene in the eighties thanks to the work of Issey Misake, Rei Kawabuko and Yohji Yamamoto with their brands Misake Design Studios, Comme des Garcons and Yohji Yamamoto. These three designers are still among the most influential in the Japan fashion scene, presenting new lines as well as introducing their protégés and children as the next generation of designers.
Certain Japanese fashion brands also helped give birth to the currently popular Japanese street fashion, including A Bathing Ape and Onitsuka Tiger. A Bathing Ape’s line of hoodies and shoes became well-known internationally due to endorsements from American hip-hop artists such as Jay-Z and Pharrell Williams. Williams, in fact, went on to start the luxury street wear brand Billionaire Boys Club with A Bathing Ape’s founder Nico.
Endorsements from the likes of Kanye West and Gwen Stefani also helped bring to international notice Japanese fashion brands that had previously been known only in the domestic market. For example, West’s mention of Ato Matsumoto’s shoes in interviews and in his songs fueled demand for the shoes in overseas markets. Beyoncé’s and other celebrities’ promotion of the Samantha Thavasa line of handbags helped make the brand known outside of Japan.
The popular Lolita style of street fashion also spawned many brands specializing in the various sub-types of this style. Gothic Lolita has brands such as Angelic Pretty, whose unique styles are shaking up the global fashion industry. The Sweet Lolita style is epitomized by The Stars Shine Bright, whose name was inspired by a song of British pop band Everything But the Girl.
In reaction to the Lolita influences, brands like h. Naoto have developed harsher and more gothic styles. The punk influence is also seen in the denims of Skull Jeans and Studio d’Artisan, while Diet Butcher Slim Skin has integrated punk and street wear styles.
Japanese brands also made their presence felt in the high-end market, attempting to combine Japanese aesthetics with Western styles of high fashion. Men’s fashion labels like N Hoolywood reworked old concepts such as tuxedos and overcoats with modern flairs. Brands such as Saturo Tanaka, on the other hand, integrated these concepts to change people’s perception of them and create something new for the European menswear market.
Japanese fashion brands that are set to be hot in the 21st century include As Know As, Ato and Beauty: Beast. As Know As, which makes casual but elegant women’s wear, has retail stores in Beijing, Shanghai, Taiwan and Hong Kong but has yet to penetrate Western markets. Ato produces urban men’s and women’s wear which are said to be reminiscent of European menswear brands such as Dior. Beauty: Beast also produces urban wear ranging from T-shirts to bags; it first began attracting attention in 2002 when people all over the country were spotted wearing the brand.
Tokyo first burst on the international fashion scene in the eighties thanks to the work of Issey Misake, Rei Kawabuko and Yohji Yamamoto with their brands Misake Design Studios, Comme des Garcons and Yohji Yamamoto. These three designers are still among the most influential in the Japan fashion scene, presenting new lines as well as introducing their protégés and children as the next generation of designers.Certain Japanese fashion brands also helped give birth to the currently popular Japanese street fashion, including A Bathing Ape and Onitsuka Tiger. A Bathing Ape’s line of hoodies and shoes became well-known internationally due to endorsements from American hip-hop artists such as Jay-Z and Pharrell Williams. Williams, in fact, went on to start the luxury street wear brand Billionaire Boys Club with A Bathing Ape’s founder Nico.
Endorsements from the likes of Kanye West and Gwen Stefani also helped bring to international notice Japanese fashion brands that had previously been known only in the domestic market. For example, West’s mention of Ato Matsumoto’s shoes in interviews and in his songs fueled demand for the shoes in overseas markets. Beyoncé’s and other celebrities’ promotion of the Samantha Thavasa line of handbags helped make the brand known outside of Japan.
The popular Lolita style of street fashion also spawned many brands specializing in the various sub-types of this style. Gothic Lolita has brands such as Angelic Pretty, whose unique styles are shaking up the global fashion industry. The Sweet Lolita style is epitomized by The Stars Shine Bright, whose name was inspired by a song of British pop band Everything But the Girl.
In reaction to the Lolita influences, brands like h. Naoto have developed harsher and more gothic styles. The punk influence is also seen in the denims of Skull Jeans and Studio d’Artisan, while Diet Butcher Slim Skin has integrated punk and street wear styles.
Japanese brands also made their presence felt in the high-end market, attempting to combine Japanese aesthetics with Western styles of high fashion. Men’s fashion labels like N Hoolywood reworked old concepts such as tuxedos and overcoats with modern flairs. Brands such as Saturo Tanaka, on the other hand, integrated these concepts to change people’s perception of them and create something new for the European menswear market.
Japanese fashion brands that are set to be hot in the 21st century include As Know As, Ato and Beauty: Beast. As Know As, which makes casual but elegant women’s wear, has retail stores in Beijing, Shanghai, Taiwan and Hong Kong but has yet to penetrate Western markets. Ato produces urban men’s and women’s wear which are said to be reminiscent of European menswear brands such as Dior. Beauty: Beast also produces urban wear ranging from T-shirts to bags; it first began attracting attention in 2002 when people all over the country were spotted wearing the brand. 
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