Sutorīto Fashion: street fashion

Through photographic records spanning from the 1950s to 2020, the exhibition features Japanese street fashion, emphasizing the diverse trends that defined each era.


June 25 to October 20, 2024

Tuesday to Friday

from 10 am to 6pm

Saturdays, Sundays and holidays

from 10 am to 7 pm


free admission

Early booking (optional)

Click here

The exhibition has accessibility features

Click here


Sutorīto Fashion: street fashion

The exhibition "Sutorīto Fashion: Street Fashion," featuring over 100 photographic records that showcase fashion trends from the 1950s to the present day.

Similar to "Japan Effect: Fashion in 15 Acts" (on display on the second floor until September 1), the exhibition "Sutorīto Fashion: Street Fashion" is coordinated by fashion director Souta Yamaguchi. This exhibition is organized in cooperation with "ACROSS" by PARCO CO., LTD. - media that researches Tokyo's youth culture and fashion - and FRUiTS Magazine, a publication that documented Japanese street fashion.

Japanese streetstyle

The selection of photographs examines changes in Japanese street fashion from the 1950s to the 2020s, decade by decade. It covers various international trends, cinema, music, and the Japanese counterculture that emerged in response to the cultural, social, political, and economic shifts of each era.

"This exhibition is part of the fashion cycle we began in May this year, focusing on everyday Japanese life and how recent cultural and social changes have influenced young people's street fashion. It will be a unique opportunity to understand how each period was translated, adapted, and reflected in everyday looks, creating a distinct, creative, and innovative identity," comments JHSP Cultural Director Natasha Barzaghi Geenen.

Access and/or download the file in English.


More than 70 years of photo:

From 50’s to 70’s

The exhibition's historical journey begins in the 1950s, set in a post-war context. During this period of recovery and reconstruction following World War II, international haute couture and Japanese cinema served as inspirations, along with musical styles like rockabilly. It was a time of increased clothing consumption due to the spread of prêt-à-porter fashion and advances in the quality of synthetic fibers. During the 1960s, Japan experienced modernization in its domestic environment, and international trends like the use of miniskirts and bell-bottoms became popular in Japanese youth fashion. In the 1970s, the first Japanese designers emerged on international catwalks. This period also saw countercultural movements in Japan alongside a more conservative movement known as "nyuutora" (a Japanese abbreviation of the English term New Traditional) adopted by students, and characterized by knee-length skirts. ​

From 80’s to 90’s

In the 1980s, increased economic power led to greater spending by both young people and adults on fashionable items, including luxury goods. It was the peak of the popularity of DC Brands (short for Designer's & Character's), a term given to brands founded by renowned designers. Fashion and lifestyle magazines played a crucial role in dictating trends seen on the streets, and the style "casual Shibuya", based on "Amekaji" (a Japanese abbreviation of the English term American Casual), became particularly popular among students. Meanwhile, in the 1990s, several subcultures emerged, further dividing styles. The fashion style that had the most impact on later generations was "ura-Harajuku" (a style that emerged when famous designer stores opened in the Harajuku district), where brands that were influenced by street culture, such as skateboarders and DJs, created a significant movement. On the other hand, in the Shibuya neighborhood, which remained the center of youth culture, "kogal" emerged, sparking a fashion trend that involved combining school uniform skirts with short hemlines and loose calf-length socks. This created a unique culture that led to a "schoolgirl" boom.

From the 2000’s

The 2000s were characterized by the emergence of several international fast fashion networks in Japan. Styles have become increasingly globalized alongside the popularization of the Internet. In the 2010s, influenced by the Great East Japan Earthquake of 2011, young Japanese people started to embrace a simpler and more sustainable style. This shift led contemporary fashion to prioritize comfort and loose-fitting clothes.

In addition to showcasing the evolution decade by decade, the exhibition also features a collection of 25 photos from FRUiTS Magazine. FRUiTS was one of the most influential documentation platforms for Japanese street style between 1997 and 2017, when it was last published. The magazine documented how young people, who resisted the style standards of the time, dressed in the Harajuku region of the Shibuya district in Tokyo. This area would later become known as one of the main centers of youth culture in the country, leaving a lasting mark on an entire generation. To this day, the creativity and spontaneity of this movement continue to inspire designers and fashion enthusiasts around the world.


Accessible JHSP program

As part of the Accessible JHSP program, the exhibition “Sutorīto Fashion: Street Fashion” provides audio description and sign language resources.



Exhibition // Sutorīto Fashion: street fashion

#SutoritoFashionNaJHSP #ModaNaJHSP

Coordination: Souta Yamaguchi
collaboration: ‘ACROSS’ by PARCO CO., LTD. and FRUiTS Magazine

Period: June 25 to October 20, 2024
Cost: Free admission

The exhibition has accessibility resources (Sign language, audio descriptions, tactile elements).

Early booking (optional):

Japan House São Paulo | ground floor
Location: Avenida Paulista, 52 – Bela Vista, São Paulo

Opening hours: 
Tuesday to Friday, from 10 am to 6 pm
Saturdays, Sundays and holidays, from 10 am to 7 pm

Japan House São Paulo remains closed on Mondays, without exception, including on holidays.

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