Meet The Harajuku Fashion Fans Of Singapore
Harajuku fashion is tough to buy in Singapore, but recently, more youth have embraced the eclectic ’90s and 2000s Japanese street style ethos.
The health and state of Harajuku's famous street style scene has been the subject of much debate in recent years – after all, FRUiTS, the legendary Japanese magazine that documented the neighbourhood's various style tribes in the '90s and '2000s – was put on ice in 2017 by founder Shoichi Aoki due to a alleged lack of "cool kids" in the area.
While that may or may not be true, 'Harajuku style' has become a permanent shorthand for ultra colourful and eccentric fashion, with legions of fans the world over.
In Singapore, there appears to be a small but growing community of Harajuku fashion enthusiasts. Take for instance, Konbini, reportedly the city’s first Japanese themed pop-up event for creatives - the seasonal market is organised by 26-year-old philosophy student See Kaye, who founded the event in 2022 after noticing a lack of avenues to physically shop for J-fashion in Singapore.
Since then, Konbini has quickly become known as an affordable platform for vendors and creators, fostering a safe environment for the local community of J-fashion fans to experiment with looks, exchange ideas, and make connections. The event has amassed nearly 3,000 followers at press time and its third installment last year drew more than a thousand visitors, with a fourth edition slated for this June.
“I started Konbini because Japanese fashion has space for a lot of diverse styles, and is constantly experimenting," says See Kaye. “In a society that hinges itself on minimalism and hyper-functionality, how do the youth find avenues to explore and experience enough to establish a unique and thriving local fashion scene? (The experimental spirit of) Harajuku might be key to doing so.”
Those newer to the Harajuku scene, such as Gen Z, are putting their own spin by mixing in TikTok trends like balletcore, cottagecore and fairycore with elements of Harajuku styles of earlier decades. Here, seven Singapore-based Gen Zers share more on the appeal of 'Harajuku fashion' and what's new with it in 2025.
ALEX KOO, 25, HAIRSTYLIST ASSISTANT
Hairstylist assistant Alex Koo enjoys a mix of cult party kei and fairy kei – kei in this context translates to genre or type, commonly used to categorise specific fashion subcultures or aesthetic trends.
ON GETTING INTO J-FASHION:
"I was 17 years old, right after secondary school. I was very drawn to how Harajuku fashion, as a subculture, allows people to express themselves through ultra bright and cheery colours."
ON FINDING INSPIRATION:
"My biggest inspirations at that time were random streetstyle snaps of people in Tokyo, as well as Instagram fashion bloggers like @ruby9100m and @hikapudayo."
FAVOURITE J-FASHION TRIBE:
"I’m drawn to whatever I think is cute at the moment. Specifically, I like Cult Party Kei (a 2010s style that emerged from a store called Cult Party in Koenji, emphasising sheer layers and religious imagery) and Fairy Kei (characterised by a pastel colour palette and ’80s pop culture influences). However, I don’t really like categorising myself into a specific fashion style."
WHERE TO SHOP:
I tend to shop from international sources, mainly small indie designers and brands from China or Japan. Some of my favourites include Instagram pages like @gunifuni, @creepykittyart, @swankiss, @frufru, and @nileperch. For local artists and shops, I really like @re.drmg, @waawaaworld, and Singapore jewellery designer Closet Children."
DESCRIBE HARAJUKU:
"I tend to visit Japan just for Harajuku. I think it has changed significantly in recent years, especially after the pandemic. Many well-known J-fashion shops, such as Swan Kiss and WEGO, have shifted their brand image, leaning more towards the ‘clean girl’, coquette, and K-pop looks. Sadly, some brands I liked, such as Katie and Milk, have either closed down or switched to online-only stores. It’s disappointing because I prefer seeing the actual products and trying them on before buying."
PLACES TO GO IN SINGAPORE FOR J-FASHION:
"(The J-fashion pop-up market) Konbini! There’s no better event for discovering quirky shops, whether they’re independent or curated thrift stores. They sell a variety of items catering to anyone interested in exploring J-fashion."
GYNNE HO, 22, STUDENT
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Much like the diverse amalgamation of styles presented in the iconic Japanese street style bible FRUiTS, Ho enjoys mashing up elements from various brands and tribes (she has a thing for Elegant Gothic Lolita), to come up with her own look.
ON GETTING INTO J-FASHION:
"I first discovered J-fashion around 12 years old when I chanced upon scans from FRUiTS magazine on Tumblr. I vividly remember being intrigued by the combination of clothes, accessories, and shoes that the people featured in those magazines put together. They were seemingly disjointed, messy, and subverted whatever basic knowledge I had about dressing at that time – things like having to wear matching colours. It really piqued my curiosity and introduced me to the idea of presenting myself unconventionally.
I didn’t really pursue J-fashion until my later teens when I became more experimental and used dressing as self-expression. Thrifting my own clothes was a big catalyst in my interest in J-fashion. Eventually, I found second-hand Japanese clothing sites that shaped my style and taste in Harajuku brands. There’s no singular moment that made me realise that J-fashion was something I wanted to pursue. It’s a slow process of experimentation, discovering what I like, and researching brands I gravitate towards."
WHERE TO SHOP:
"I buy most of my clothes from second-hand Japanese online marketplaces like Mercari. These websites are the best since my favourite brands are either largely defunct or no longer producing the same styles.
In Singapore, I occasionally buy from second-hand stores like Cultist Atelier, which also carries vintage J-fashion brands. I also enjoy thrifting in Malaysia and Japan because it challenges me to find potential in more ordinary, brandless clothes, which shapes how I perceive my own style too."
Ho runs an Instagram account called Dirt Fruits Basket, where she posts scans of old Japanese street style magazines such as FRUiTS – the legendary publication helped to introduce her to the world of Harajuku fashion. Here, a clipping from the magazine Kera Maniax.
ON THE APPEAL OF J-FASHION:
"There are so many different subcultures and substyles you can explore and choose to be a part of! I think J-fashion can seem slightly intimidating to those unfamiliar with it. For example, Lolita fashion infamously has specific guidelines to follow regarding what and how you wear it, and you may even be labelled an 'ita' for defying certain guidelines (ita is generally a negative way to label someone who dresses poorly in Lolita fashion). However, if you look at Lolita street style from the early ‘90s and late 2000s, many Lolita girls were dressing in an “ita” manner, and they all pulled it off extremely well! They wore heavy platform boots with lace one-pieces, and pleather and fishnet tights."
ON HARAJUKU TODAY:
"I was in Tokyo for five months last year and frequented the area to hang out with my friends. I’d say the different styles present in Harajuku today have become much easier to compartmentalise compared to the past when the different styles were harder to categorise. Now, there’s a clearer distinction for the sub-styles people subscribe to on Harajuku’s streets today; one person could be dressed in Tenshi Kaiwai (a style characterised by a predominant blue and white colour palette), and another could be dressed in Ryousangata (a mass-produced style emphasising practicality, uniformity, and affordability).
As for the fashion being sold in Harajuku, especially in historically important Harajuku fashion landmarks like the shopping mall Laforet and Takeshita Street, they’ve morphed... Both places have many new J-fashion brands and international labels, while still carrying those that have a lasting legacy in Harajuku fashion history, like Vivienne Westwood. Although the storefronts and clothes sold in these older stores have changed, I think it’s great that there’s still a supportive community that allows them to stay open for so long!"
Unlike earlier Harajuku eras defined by rigid subcultures (e.g., Lolita, Visual Kei), Gen Z focuses on self-expression, freely mixing styles without strict adherence to a single genre, says Ho.
WHAT’S NEW ABOUT J-FASHION IN 2025?
"Gen Z is approaching J-fashion with a sense of nostalgia, looking back at the diverse subcultures that were popular in the ‘90s and 2000s. While previous generations had specific, dominant J-fashion styles that defined each era, today there are many different subcultures and personal styles that don’t fit into a single category...
This reflects the spirit of Harajuku street fashion at its peak, where everyone was encouraged to express themselves through fashion. Gen Z growing up with the Internet and social media has sped up this process, as it has made old J-fashion magazines and media more accessible, helping to build a new online community around it."
MAIZIE (SHE DECLINES TO SHARE HER LAST NAME), 19, STUDENT
Yami-kawaii - a style blending cute, pastel aesthetics with dark, illness-related themes, symbolising struggles with mental health and emotional expression – resonated deeply with Maizie, who says she has had poor mental health for a long time.
ON GETTING INTO J-FASHION:
"It started from an obsession with indie and underground music when I was around 14 years old... I also became interested in Emo, Goth, and Punk cultures through music. But as I immersed myself in these Western alternative cultures, I realised that they didn’t really resonate with me, despite laying down the foundation for my interest in alternative fashion and culture. At 16, I discovered Yami-kawaii culture online. Yami-kawaii (which literally means "sick cute" in Japanese) subverts conventionally cute motifs, like hearts, by combining them with violent imagery such as blood, pills, and skeletons. The “Sick” aspect of Yami-kawaii refers to a desire to heal and learn how to cope with mental illness., while the “Kawaii” aspect is self-explanatory, reflecting how cuteness is used to make life more enjoyable.
Yami-kawaii emerged as a hybrid of the 2010s Yume-kawaii (meaning "Dreamy Cute") and Guro-kawaii (meaning "Grotesque Cute") scenes. The essence of Yami-kawaii is to rebel against societies that treat mental illness as taboo, to be open about your struggles, and surround yourself with cute motifs that make life a little easier to navigate.
This resonated deeply with me as I’ve been struggling with my mental health for a long time, so I began dressing in Yami-kawaii fashion. It grew on me like a second skin. I no longer feel completely myself unless I am wearing Yami-kawaii fashion. It feels like one of the only ways I can authentically express myself."
WHERE TO SHOP:
"I mostly just keep whatever clothes I like from the stock I buy for my online store, Cultist Atelier. I also really enjoy shopping at Japanese stores like Closet Child, DimMoire, and ACDC Rag. Many of the Japanese brands I love collecting are now defunct, such as Peace Now, Putumayo, and Atelier Boz. Local stores like Dirt Fruits (@dirt_fruits on Instagram) and Fairies Aisle (@fairies.aisle on Instagram) are also among my favourites!"
WHAT’S NEW ABOUT J-FASHION?
Gen Z is reviving many older J-fashion styles and subcultures, and I think this has a lot to do with the Y2K (Year 2000) revival. In the 2010s, subcultures like Lolita and Visual Kei (two prominent subcultures within J-fashion) evolved into fashion that looked vastly different from the ‘90s. But thanks to Gen Z, J-fashion is slowly returning to its roots, while also innovating in ways that keep its original essence alive. You can see this in how Lolita fashion shifted from muted colours and simple fabrics in the 2000s to "over-the-top" accessories and bright prints in the 2010s. Now, in the 2020s, it’s returning to the simplicity of the 2000s. In 2024, new subcultures like Tenshi Kawaii (a style characterised by a predominant blue and white colour palette) and Jirai-kei (a melancholic, dark feminine style) have also become very popular. These new Gen Z creations tend to have more subtle cutesy elements and focus on specific colour palettes."
PLACES TO GO IN SINGAPORE FOR J-FASHION:
"I found most of my current J-fashion friends through Carousell listings, my online shop, and a Discord channel for J-fashion enthusiasts in Singapore. I’d also recommend looking out for Konbini SG events and Fujiwara Tofu Concept Shop’s (a concept cafe inspired by the manga Initial D) Visual Kei Night (a subculture known for its dramatic, androgynous looks inspired by heavy/metal/glam rock) events.
My friends and I also run J-fashion community events as J-fashion Culture Singapore on Instagram and Discord. So far, we’ve organised a Lolita Tea Party and a karaoke event. We’ll likely be having more events in the future, so follow us on IG for updates!”
MIYU (SHE PREFERS NOT TO SHARE HER AGE AND OCCUPATION)
Jirai kei is Miyu's choice of poison – it translates approximately to girls with a dangerous side to them, and the style is typecasted as blending dark, melancholic, and gothic elements with cute aesthetics.
ON GETTING INTO J-FASHION:
"I discovered J-Fashion through Instagram around 2017. I happened to come across a few accounts featuring Lolita and Harajuku fashion. I used to follow (the Japanese street style bible) FRUiTS magazine online and purchase magazines such as Popteen, Nicola, and LARME. Anime also played a big part, as the characters I liked often wore cute, frilly costumes. That’s how I slowly learned about the different subcultures and fashion styles."
FAVOURITE J-FASHION TRIBE:
"Jirai Kei! It translates to a 'dangerous' type of girl - the typical colour combinations are muted pinks with black, white and black, or full black. Common hairstyles typically include thick bangs with black hair and sometimes pink highlights to match the aesthetic. Twintails and half-twintails are popular hairstyles that most of them wear!
I also dress more towards Ryousangata-otaku as I’ve always loved doing oshikatsu (supporting favourite idols and characters). Ryousangata translates to "mass-produced type" and is used to describe girls who follow current trends. Otaku refers to someone who is a passionate enthusiast of Japanese culture, particularly anime, manga, or video games."
PLACES TO GO IN SINGAPORE FOR J-FASHION:
"I think many people into J-fashion go to anime events such as Anime Festival Asia, one of Singapore’s biggest anime events. Konbini (the pop-up market) is another event that showcases a lot of Japanese-themed accessories and also has booths selling pre-loved J-fashion. When I go out with my friends for dates, we usually visit cute places and cafes to take photos and videos!"
NATASHA ALIYAH DAWSON, 15, STUDENT
Dawson is a big fan of Decora style, which is all about piling on tons of colourful accessories, playful outfits, and creating a bold, happy vibe.
ON GETTING INTO J-FASHION:
"I first got into J-fashion in 2022 after discovering it on Pinterest and TikTok. I was instantly drawn to the vibrant colours and playful, never-ending accessories that define Decora fashion (known for its known for its abundance of colourful, playful accessories and bold combinations). There’s something about the style's joyful and magnetic energy that immediately resonated with me. I found myself captivated by how it radiated positivity. As I explored different J-fashion styles, I tried others like Decololita (a more colourful and casual take on Lolita) and Scene (a 2000s style heavily influenced by emo, punk, and alternative rock), but none of them quite clicked with me in the same way. The boldness and sense of fun in Decora felt like the perfect way for me to express myself, and it quickly became my go-to style."
ON FINDING INSPIRATIONS:
"When I first delved into Decora fashion, my biggest source of inspiration was definitely Cybrgrl, a well-known Decora fashion enthusiast and content creator. Through her, I gained a deeper understanding of the style—learning about its origins, the key elements that set it apart from other fashion styles, and the creative possibilities it offered. Her tutorials on where to shop and how to create unique accessories were particularly motivating, and they gave me the confidence to start my own Decora journey."
WHERE TO SHOP:
"I usually shop online from a Japanese alternative clothing store called acdcrag. It offers a wide variety of good-quality clothing that caters to many J-fashion styles."
ON THE APPEAL OF J-FASHION:
"The incredible freedom of expression! J-fashion celebrates personal identity in a way that encourages creativity and self-expression, making it feel like an art form. The excitement comes from the freedom to experiment, to be playful, and to create a look that is entirely your own, all while feeling confident and unapologetically yourself."
WHAT HAS HARAJUKU BEEN LIKE FOR YOU?
"Visiting Harajuku was definitely a bucket-list experience for me! Before visiting, I had this idea that the streets would be filled with people dressed up in extravagant J-fashion styles. But when I was actually there, I noticed that only a handful of people were really dressed up in bold or unique styles. It made me realise that while Harajuku is known for its fashion, it’s still a mix of people, and not everyone dresses up in the extravagant ways you might expect."
WHAT’S NEW ABOUT J-FASHION?
"Gen Z is playing a major role in breaking down traditional fashion divides. There’s a fusion of old-school J-fashion with contemporary trends, a combination of different subcultures, and an expanded idea of community that’s centred around self-expression and inclusivity."
YU SHI, 20, STUDENT
Depending on her mood, student Yu Shi switches between several styles – Tanbi-kei (a form of visual-kei inspired by elaborate classical European fashion), punk, and sometimes Tenshi Kaiwai (a style characterised by a predominant blue and white colour palette).
ON GETTING INTO J-FASHION:
"I got into J-fashion through Menhera-Kei... I'm drawn to darker themes and art that confronts or visually expresses mental illness. Menhera-kei (a subculture focused on expressing mental health struggles through fashion) embodies exactly that, so when I came across the character "Menhera-chan" by the illustrator Bisuko Ezaki, I was immediately interested. Through engaging with media featuring Menhera-chan, I discovered the decora x menhera-kei subculture, where colourful and cute outfits are paired with graphic imagery addressing taboo topics. I found this contrast really interesting, so I began to explore Harajuku culture further."
ON FINDING INSPIRATIONS:
"At present, I no longer look up to Menhera-chan for inspiration. I realised I preferred dressing in a more masculine style and gradually lost interest in Menhera-kei. Now, most of my fashion inspiration comes from visual-kei bands like Jiluka and Dadaroma. I decided to pursue this aesthetic further after watching Dadaroma's lightheartedness in their discography and music videos."
WHERE TO SHOP:
"Most of my favourite pieces are second-hand or purchased from friends. There are some local spots to pick up vintage J-fashion, such as @cultistatelier, @re.drmg, and @anteikustudios. Internationally, I shop from labels like Sexpot Revenge, Tripp NYC, Closet Child, Cfierce, and NOROMANCE."
WHAT’S NEW ABOUT J-FASHION?
"Gen Z seems to be mixing subcultures freely and exploring different aspects of Harajuku fashion. Right now, I feel like people are cherry-picking their favourite elements from various subcultures and combining them, which is interesting and fun to see. There’s far less gatekeeping of subcultures these days—most are treated more like aesthetics rather than strict lifestyles or mindsets. Even if someone holds different values from a particular subculture, they can probably still participate in it with minimal backlash, unlike in the ‘90s and early 2000s."
PLACES TO GO IN SINGAPORE FOR J-FASHION:
"Events such as the J-fashion market, Konbini, and the Visual Kei night at Fujiwara Tofu Concept Shop are my favourite places to meet other J-fashion enthusiasts. I tend to make most of my like-minded friends through Instagram!"
YY, 21, STUDENT
Visual kei – the 1980s movement heavily influenced by rock and metal music and which is known for its flamboyant costumes, dramatic makeup, and androgynous, theatrical aesthetics – is a big draw for YY.
ON GETTING INTO J-FASHION:
"I don't consider my style to be fully J-fashion, but it does lean towards punk and visual-kei styles. I got into this way of dressing through my hobby in illustration. I enjoyed drawing characters with elaborate outfits and appearances, so eventually, I wanted to dress like them too. Even now, I model some of my outfits and ideas after the characters I design and illustrate. Recently, I've been experimenting with designing hair dye and cut ideas for my characters and then using those as references for the next hairstyle I want to try for myself."
ON FINDING INSPIRATIONS:
"I'm into visual-kei and K-pop, so I find inspiration from the artists I follow and incorporate aspects of their styles to create something that feels unique to me. For visual-kei, I really like Boogie from Jiluka, Kou from Damned, and Shiyu from Rides in Revellion, among other artists."
ON THE APPEAL OF J-FASHION:
"I think J-fashion is closely tied to other aspects of Japanese pop culture, like anime. Fans of a series often get to see characters wearing specific types of fashion, and when they see similar styles in real life, they can make a connection. A good example of this is NANA, a popular manga and anime series by Ai Yazawa. The characters in her series wear punk-adjacent outfits, including pieces from Vivienne Westwood, which greatly influenced fans of NANA. This connection between Japanese pop culture and J-fashion adds to its allure and makes it even more exciting."
For YY, she sees anime as being an intrinsic source of influence for those who are into Harajuku fashion, citing the manga Nana - a story about two women, both named Nana, who navigate love, friendship, and their personal struggles in the music scene - as a personal favourite of hers.
WHAT HAS HARAJUKU BEEN LIKE FOR YOU?
"I’ve been to Harajuku, but it was mainly for shopping. The street fashion really adds to the atmosphere, giving it a different vibe compared to shopping in Singapore. I think the number one thing I do when I travel to Japan is incorporate more layers into my outfits. The weather there makes it easier to layer up, which is something I find difficult to do in Singapore."