15年前のファッション、がちレベチｗｗｗｗｗ
Fashion from 15 years ago, around 2009, is currently creating a huge buzz online! Styles like Gyaru, Street, and Onii-kei are being called "seriously next level" by many.
People are feeling both nostalgic and shocked by these distinct looks.
These "next-level" styles, whether seen as fresh or ahead of their time, are sparking lively discussions among everyone!
Related Keywords
Gyaru Culture and Dramatic Makeup
When discussing Japanese youth fashion from the late 2000s to early 2010s, “Gyaru culture” and its associated “Mori Makeup” (dramatic, piled-on makeup) are indispensable. During this period, “Moru” (to exaggerate or pile on) was not just decoration but the ultimate form of self-expression and a kind of social phenomenon. “Deca-me makeup” (big-eye makeup) was mainstream, involving layering multiple false eyelashes, thick eyeliner, and dark eyeshadow to make eyes appear larger. The widespread adoption of colored contacts also progressed significantly, making it common to boldly change the overall facial impression by altering eye color and size. “Mori Hair” (voluminous hair) was also popular, commonly achieved by using hairspray and wax for volume or hair extensions for length. In fashion, styles combining mini skirts or short shorts with leggings, and platform boots or mules were popular, often featuring items with large brand logos and sparkling, decorated accessories. These trends were led by fashion magazines like 『egg』, 『Popteen』, and 『Koakuma Ageha』, with their reader models becoming icons for young people. Compared to contemporary “natural makeup” and “simple fashion,” this thorough “Moru” aesthetic was truly “seriously next level.” The Gyaru of that era left a powerful impact on the Japanese fashion scene by pursuing individuality and creating a sense of the extraordinary.
The Full-Fledged Rise of Fast Fashion
When talking about fashion 15 years ago, the full-fledged emergence of fast fashion brands into the Japanese market cannot be overlooked. In the late 2000s, overseas SPA (Specialty store retailer of Private label Apparel) brands like H&M, ZARA, and FOREVER 21 successively landed in Japan. Particularly in September 2008, H&M's first Japanese store opened in Ginza, followed by a Harajuku store the next month. ZARA also expanded its store network, primarily in urban areas, bringing significant changes to the Japanese apparel market. These brands quickly caught onto the latest trends from Paris Fashion Week and offered highly fashionable items at surprisingly low prices, overturning the conventional wisdom of the Japanese fashion industry up to that point. This allowed consumers to easily try out trendy items, rapidly accelerating the fashion cycle. Domestic brands like Uniqlo and GU were also stimulated by this movement, strengthening their trend-conscious product development and collaborations. Coinciding with the economic downturn following the Lehman Shock, affordable yet high-quality (or highly trendy) fast fashion met the needs of consumers at the time and quickly gained support among young people. This led to new trends like “mix-and-match styles” and “budget-friendly fashion” (puchi-pura fashion), moving away from a “luxury brand-oriented” approach and accelerating the diversification of fashion. From today's perspectives of “sustainable fashion” and “ethical consumption,” the mass production and mass consumption style of that era might feel “next level” in another sense.
SNS (mixi) and Fashion Communities
While Instagram and TikTok are at the center of fashion information dissemination and trend formation today, 15 years ago in Japan, a part of that role was played by “mixi.” mixi was then the largest SNS in Japan, serving as a primary platform for interaction and information gathering, especially for teenagers and young adults. Users posted daily events and outfits through their “profile photos” and “diaries,” sharing them with friends and community members. Unlike today's open SNS, mixi had a stronger character as a more closed and intimate community with features like an “invitation-only system” and “ashiato” (footprint feature, showing who visited your profile), fostering a unique fashion culture. For example, in communities with themes like “Today's Outfit,” members would post their fashion photos, exchange comments and “Likes!” with each other, sharing trends and discovering new styles. Also, in conjunction with the feature phone (ガラケー) culture of the time, decorated cell phones (デコケータイ) and photo sharing via Purikura (photo sticker booths) were important elements of fashion. Referencing the fashion of friends and acquaintances in their “MyMixi” network, or joining communities for specific magazines and brands to get information, had a more grassroots and real influence, different from modern influencer marketing. The era when anyone could easily share and evaluate their own fashion through mixi created a “next level” form of fashion communication, distinct from today's SNS.