Ami Yoshida
Photo By Yukie Kasuga
Ami Yoshida
Photo By Yukie Kasuga
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TOKYO — Young Japanese women are an eclectic bunch, mining fashion influences as disparate as Nicole Richie, Comme des Garçons and Novala Takemoto, an author and seminal figure of the Lolita subculture. WWD plucked a sample of these consumers from the bustling streets of Harajuku and asked them about their personal style and shopping habits. Here’s what they had to say.
Ami Yoshida, 18, waitress
WWD: How do you approach style?
A.Y.: I always start with accessories, like bags and shoes. I wear different kinds of clothes but I start with the small things.
WWD: What are your fashion influences?
A.Y.: I really like Rinka, who is a Japanese model. Everyone in Japan knows her, and I think she’s really cool. I also like cool and casual style, like Nicole Richie’s. I like American fashion.
WWD: How has your style evolved over the years?
A.Y.: I used to like flashy, gaudy fashion, but recently it’s become simpler. I don’t wear many prints; I tend to stick to solid colors.
WWD: Do you follow any designers?
A.Y.: For fall, I think Miu Miu’s shoes are cute. I didn’t really like Chanel this season. But Miu Miu is cute. It uses unusual materials, like on the collars.
WWD: How often do you shop and how much do you typically spend?
A.Y.: I shop about once a month. When I don’t spend much money, it’s about 30,000 yen [$356]. But when there’s something good, like the [$830] coat I bought recently, I didn’t buy anything else that month.
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