@Cosme is Japan’s most popular “kuchikomi” (word of mouth) cosmetics information and ranking website. On March 10th the website released a cosmetics guidebook called “The Cosmetics Chosen by 1,200,000 People.” As the title suggests, the book showcases the top cosmetic products as selected by the site’s 1,200,000 users. From over 60,000 products discussed on the website in over 6,600,000 user rating entries, top items in categories such as skin care and make-up get mention in the book. The products themselves are surprisingly varied, from $200 face creams to drug stores staples like witch hazel and Vaseline—a reflection of the different users of the site.
“The Cosmetics Chosen by 1,200,000 People” is a “mook,” the curious Japanese word for a cross-between a book and magazine. More casual than a book, but not as disposable as a magazine, mooks usually enjoy an initial display on the magazine shelves at the bookstore before retiring to the appropriate book section. Like other crowd-sourced products and self-publishing “keitai novel” sites that have proved hits lately, this does a nice job of making users of the site feel like they are really part of something greater—ensuring that a good number of them will feel vested enough in the creation process to purchase the book not only for the information but also as a “souvenir.” The layout of the book itself resembles the beauty section in fashion magazine, yet with the prominent “rating points” and “members comments” reminding readers that they themselves are part of the collective editorial voice.
Japanese Magazines
Fruits
FRUITS is now the best recognized Japanese street fashion print magazine outside Japan. Thin and simple, it nevertheless manages to introduce some of the best trendsetters in Harajuku as they roam the streets. The original urban street fashion magazine that made Harajuku famous all over the world.
Gothic & Lolita Bible
Gothic & Lolita Bible is the last word on gothic and lolita fashion in Japan. This gorgeous full-color magazine features photographs of new items, specials on popular brands, introductions to shops, illustrations, detailed how-to’s and tons of tips and other info. Because the magazine is so incredibly well-illustrated it is worth buying even if you don’t speak Japanese and already read the English version. Each issue also comes with gifts such as stickers, and a complete pattern for making your own outfit.
KERA
The moment that the photographer arrives on his spot in front of Harajuku GAP, people start to arrive to get their photos taken. They e-mail their friends to inform them that he is there and the word gets around in no time. It shows in the quality of this magazine’s street snap shots. It gives an excellent overview of what is hot on the streets of Tokyo right now, from punk to Goth-Lolita. KERA also features photographs of models, apparel by itself, articles about JPOP artists, and make-up tips and accessory information. A must-have if you are interested into the fringe urban fashion that Harajuku is famous for.
EGG
This monthly magazine introduces youthful kogal fashion and features the Shibuya style fashion that they love. Not half as thick as the above two magazines, but still has a handful of great photographs and fashion ideas.
COSMODE
Not a street fashion magazine, but Japan’s most popular print magazine on Cosplay Fashion. It features snap shots of fully decked out cosplayers as photographed at Comiket (Comic Market), Tokyo Game Show, and exclusive cosplay events. Full-page color photos, how-to info, tips, designs, online resources and more. Published 2-3 times per year.
The Meaning of Fashion in Tokyo, Japan
Unlike in the West, clothes are not a social statement in Japan according to Aoki. “Instead of expressing yourself, it is a way of communicating with the members of your group. A message without words. You show your feelings, your awareness of fashion. It has no social context whatsoever. They don’t care at all about how other people in society or how other groups see them.” This group feeling is so strong says Aoki that members of one group will never meet or communicate with members of other groups. “Harajuku girls would never become friends with Shibuya girls. It is a different universe.”
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