Fashion Bloggers in Japan

We all know that the fashion bloggers & Instagrammers are very important for brands and Japan is no exception. Although there are many Japanese fashion bloggers/Instagrammers, they can be quite different from those in other countries. This time on JapanBuzz, we’re looking at some popular Japanese fashion bloggers/Instagrammers.

Mappy is one of the best fashion bloggers/Instagrammers in Japan. Just 15-years-old, Mappy was chosen as one top 7 female fashion Instagrammers to follow by VOGUE Japan in 2014.

for @eclectic_magazine @marco149 @matsuno71 sumire ❤️❤️

Mappyさん(@bopmappy)が投稿した写真 – 2016 6月 27 5:04午前 PDT

by @marco149 styling:sumire hayakawa hair&make:@matsuno71

Mappyさん(@bopmappy)が投稿した写真 – 2016 6月 26 3:29午前 PDT

Mappyさん(@bopmappy)が投稿した写真 – 2016 6月 18 2:18午前 PDT

She was promoted as an official Instagrammer during Isetan’s new project called this is Japan which lets people around the world know new aspects of Japan by posting pictures in Japan on Instagram.

URL: http://this-is-japan.jp/

There are other famous fashion bloggers/Instagrammers who feature affordable clothing. Puchipura code or puchipura fashion is often heard among those bloggers. Puchi comes from petit in French and pura is the abbreviation form of price in English, so puchipura means affordable price in Japanese. Two examples are Coco and Itsutake, ranking as popular puchipura fashion bloggers. Most are aged 30+ and mainly use Ameba blog aka Ameblo which is a well-known Japanese blogging website and Instagram. Coco is an official UNIQLO influencer.

2016.6.18 todays outfit❤︎ あまりに暑いからサラサラなGUのスカンツにユニクロで話題すぎるリブTあわせ。テラコッタにネイビー、やっぱり好きな組み合わせ✨ #テラコッタ・・ #リブクルーネックT … @uniqlo @uniqlo_ginza #スカンツ .… @gu_global #gu #ジーユーかごバッグ … @donobanweb #donoban サンダル … #ビルケンハット … @beams_official アクセサリー … @lacherie73 #lacherie ・・ #ママコーデ #ママコーディネート #ママファッション #今日のコーデ #プチプラコーデ #プチプラ #hotmamatown #mamagirl #ホットママタウン #kurashiru #locari #ロカリ#ootd_kob #beaustagrammer #4yuuu #sherylootd #ママスタ夏コーデ #スナップミー #楽天お買い物部 #ユニクロきれいめ部 #guコーデ部 #uniqloginza

coco♡◡̈⃝⋆*さん(@rococo39)が投稿した写真 – 2016 6月 18 5:50午前 PDT

まずは御礼を…✨ 昨日もお知らせさせていただいていました、 @dress_accessory さんとのコラボバングルが20分で完売したそうです????！！本当にありがとうございましたm(_ _)m✨㊗️ 沢山使って頂けると嬉しいです＼(^o^)／ + 今日はビビッドカラースカートでした♥️ + #プチプラ#プチプラコーデ#ママコーデ#mamagirl#ZARA#wherewear#DONOBAN#fifth#詳細はブログにて

いつたけさん(@itutake)が投稿した写真 – 2016 6月 21 5:54午前 PDT

These fashion bloggers have published fashion books and they sometimes even post pictures of their stylish children as well!

次男に白ニット帽かぶせたらリアル雪だるまみたいになった????笑今日はUNIQLOのピンク色ニットでした☺️ + #プチプラ#プチプラコーデ#ママコーデ#uniqlo#uniqlolifewear#ZARA#アニヤハインドマーチ#詳細はブログにて

いつたけさん(@itutake)が投稿した写真 – 2016 1月 30 3:50午前 PST

On the other hand, Aki Weng, another blogger, promotes luxury fashion. Her pictures are neater and more sophisticated. One of the reasons might be the background and settings she chooses for her pictures.

Loving this stripes + white dress???????? #outfit #dress #stripes #lip #tokyo #fashion #akiweng #bordersatbalcony #thierrylasry #charlotteolympia

Aki Wengさん(@akinyc)が投稿した写真 – 2016 6月 25 5:59午後 PDT

Weekend pink…???????????? #totallook #weekend #outfit #tokyo #wiwt #pink #mylan #emiliopucci #dior #akiweng

Aki Wengさん(@akinyc)が投稿した写真 – 2016 6月 19 5:53午前 PDT

There are other unique fashion bloggers/Instagrammers such as MEGBABY, Alisa Ueno and Usuke Devil. MEGBABY and Alisa often write their personal life on their blogs, but Usuke hasn’t updated his blog post since April in 2015.

梅雨入りしたってほんと？????☔️ #久しぶりのおだんごヘア #OOTD Dress,bag #fendi Shoes #chanel

megbaby????????????さん(@_megbaby_)が投稿した写真 – 2016 6月 5 3:53午前 PDT

#ポーズがなんか爆 @Nike x @olivier_rousteing top // @chample_tokyo denim // @togaarchives shoes // @figandviper socks

Alisa Ueno FIG&VIPERさん(@alisaueno)が投稿した写真 – 2016 6月 15 9:05午後 PDT

ひさしぶり…..になっちゃったね????げんきだった？？ #blondhair #mima_candycolor #bloc

????さん(@screamer29)が投稿した写真 – 2015 9月 10 8:15午前 PDT

Looking at the followers’ comments, we can see the bloggers are idolised and admire. In addition, Alisa is a so-called Neo Gal which is thought to have evolved from Gyaru in the 1990s to 2000s (If you want to know more about Neo Gal and Gyaru, this interesting article will help!). Usuke is called Neo Ikemen which means a new good-looking men, with looks genderless and stylish. According to DO-RA, because of their genderless style and boyish outfits trend in Japan, Neo Ikemen are becoming popular.

Atsuko Kikuchi is a published fashion illustrator. She mainly posts her illustrations on Instagram and U-NEXT which is an online movie, music and book rental service website. She not only draws fashion but also adds her fashion tips on the drawings.

日曜なので#リンクコーデにしてみました。#親子リンクコーデ #憧れる #トミカのTshirt #35歳着たらダメ#赤キャップ青Tシャツ緑短パンのコーデ選ぶ息子 #リンク無理 #ごめん #fashion #style #イラスト #illustrator #coordinates #日記#fashionillustration #illustration #ファッションイラスト #絵日記 #こども #男子育児 #こども服 #kids #kidsfashion

oookickoooさん(@oookickooo)が投稿した写真 – 2016 5月 28 3:32午後 PDT

Japanese fashion bloggers/Instagrammers diversify by age group and fashion style. Some of them publish their own fashion books and some of them seem create new categories of Japanese fashion such as Neo Gal and Neo Ikemen. When fashion bloggers/Instagrammers gain loyal followers, what they wear and what they use for beauty can be the trend of the times.

References [English: E, Japanese: J]

Mappy

[J] http://mappy-droptokyo.tumblr.com/

[J] https://www.instagram.com/bopmappy/

[J] http://www.vogue.co.jp/celebrity/risingstar/2014-06-09/

[E/J] http://www.tokyofashiondiaries.com/mappy-not-japanese-tavi/

[J/E] http://this-is-japan.jp/

[E] http://en.fashion-headline.com/article/2016/04/14/2525.html

[J] http://www.fashion-headline.com/article/2016/04/13/14224.html

Coco

[J] http://ameblo.jp/rocobaby/

[J] https://www.instagram.com/rococo39/