Shibuya is one of the most popular neighborhoods in Tokyo known for its inspiring and creative fashion culture.
Not only is Shibuya an iconic fashion destination, but it is also famous for the classic Shibuya Scramble Crossing. This crossing has now morphed into a famously photographed attraction for tourists.
Although Shibuya is commonly known for its crossing and transportation stations, the area surrounding it contains vast neighborhoods ranging from upscale in Omotesando to eccentric in Harajuku. Over the years, the stark contrasts within these neighborhoods have shaped this world-renowned area.
Here, we explore how fashion shapes Shibuya’s culture by observing street style and visiting different types of clothing stores.
In a visit to Shibuya in June, there was a vast mix of styles, from street wear to casual outfits. Since there were quite a few tourists, the fashion was a mix of all different cultures and styles. The vibe of Shibuya seemed to be very comfortable in the way that people wore what seemed to suit them and what their personal style was. There was no “dress to impress” vibe in observing the crowds of people.
For the few friend groups that passed the street, a relatable trend of baggy clothing was going around. It appeared to be a casual fashion sense as if they threw their clothes on and walked out the door in an effortless yet fitting way. This style also brings the casual to coolness in trying to look effortlessly chic.
A trend that floated around Shibuya’s streets was layering. Not only is this popular in Shibuya, but also in Japanese culture. Layering is quite trendy due to Japan’s tendency toward modesty, such as wearing a t-shirt under a tank top. Another factor is sun protection, but when talking fashion strictly, it is viewed as an art of balancing texture, colors and volume.
From luxury to department stores, there is a vast difference between the looks of the customers’ fashion choices. While some of it has to do with where they are from, it mainly is dependent on their personal style.
First stop in observing customers and their fashion choices was Onitsuka Tiger, a higher end store known for selling shoes. In this store, to no surprise, there were tons of foreigners. Onitsuka is a made-in-Japan brand that is significantly less expensive when bought in country, making it a must-go-to place for those visiting. The fashion sense was all over the place with a common street wear style look amongst the Europeans.
One thing is for sure: Onitsuka has made its mark in the trend cycle and continues to live on as a popular shoe among multiple cultures. Although customers’ styles ranged from athleisure, business casual, high end and street wear, Onitsuka had a shoe that accompanied each one of those looks. People seemed to be flooding into this store looking to pick up a shoe that matched their personal fashion sense in a particular way, whether that be niche, bold or practical.
Next stop was Uniqlo, an affordable clothing store similar to H&M is the United States. They sell staple clothing at affordable prices meant for anyone. In this June visit, this store appeared to attract a many locals. Many of them seemed to be running in and out of the store for a quick grab of a simple clothing piece such as a pair of jeans or a T-shirt.
The style of the customers in this store seemed to match similarly to the type of clothes the store was selling. Simple, timeless outfits were spread across this store with a couple of foreigners walking with their hands full of items because of the inexpensive price points. There were fewer showy people in Uniqlo than were in Onitsuka Tiger. The fashion among individuals in Uniqlo was much more practical with practical everyday outfits.
After visiting high-end and department stores, as well as walking the streets of Shibuya, it became clear that Shibuya’s fashion culture is centered on individuality. Rather than strictly following trends, people in Shibuya appear to use fashion as a form of self-expression, creating styles that reflect their own personalities and preferences. The wide variety of stores and fashion options available demonstrates that there is something for everyone, regardless of personal taste. The large number of tourists drawn to the area further highlights Shibuya’s reputation as a diverse and inclusive fashion destination, where uniqueness is embraced and celebrated.
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