Shibuya-kei, Ura-Harajuku, The Global Playbook

This piece takes a deep dive into the inseparable, symbiotic relationship between music and fashion in Japanese pop culture of the 1990s. By examining two key movements—Shibuya-kei and Ura-Harajuku—the author shows how creators of the era transformed Western influences into distinctly local styles. The article highlights influential figures such as NIGO and Hiroshi Fujiwara, who not only shaped streetwear trends in Japan but also went on to influence the aesthetic logic of the global fashion industry. Through this cross-disciplinary cultural fusion, Japan successfully shifted from being a mere absorber of trends to becoming a world-leading source of new ones. By revisiting these iconic brands and music groups, readers can better understand the historical context and artistic value that underpin contemporary street culture today. -- Hosting provided by SoundOn