Japenese Street Style Bible 'FRUiTS' Still Inspiring After Ten Years!

26 March 2012 by

Harajuku dolly girls and MeadhamKirchoff's spring/summer'11 cartoon catwalk

Come rain or shine, Grazia’s Style Hunter has been bringing you the best in inspirational and wearable street fashion for over four years now. From New York to London and every fashion week in between, from parties in Croatia to what’s hot at the Birmingham Bullring, we’ve been there raring to push that shutter. But there’s one mega street-style powerhouse who has outdone us by six whole years! Shoichi Aoki, the founder of the highly influence Japanese fashion bible and monthly magazine FRUiTS, has been snapping the tip top Tokyo looks for over ten years now, and he recently celebrated the decade milestone of the first ever FRUiTS book.

FRUiTS florals vs. Marni S/S'12

Now, if you aren’t familiar with Shoichi’s work, his shots of Harajuku girls inspired a fashion nation from the start, and the continued eclecticism and style bravery of Japan’s jazziest dressers (both girls and boys!) remain one of the catwalk’s secret styling sources. From Gwen Stefani and the omnipresent gaggle of Harajuki girls that accompanied her through the noughties (remember?) right through to this season’s super-fluffy scary-dolly offering from MeadhamKirchoff and the launch of ASOS’s dedicated cartoon-inspired line, the fancy FRUiTS look is as current as ever. There are micro trends like socks and sandals, candy-coloured hair and novelty accessories (like straw boaters, stuffed animal bags and flat-form brothel creepers) that have certainly stemmed from the streets of Tokyo, but it’s not all bonkers you know. There are plenty of denim cut-offs, rock tees and layers of nana-ish navy going on too. Whatever look you like the most, it certainly looks like fun, don’t you think?


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