Fruits Magazine App

We were pretty excited yesterday when we heard the news that legendary Fruits magazine launched an app. This Harajuku street style magazine was established in 1997 by photographer Shoichi Aoki and through the years has generated an international following of designers, stylists and fashion voyeurs. Today, street style blogs are arguably at the center of the fashion world with blogs such as The Satorialist and Face Hunter and of course, Stylesightings receiving thousands of hits a day.

What’s exciting about this new app is that you will be able to search for back issues and download the very first issue from 1997 (They’re in the middle of uploading their archives so watch this space) as well as archive looks from the late 90s and early 2000s, as seen below:

Shoichi Aoki began documenting street fashion in Tokyo’s inimitable Harajuku area in the mid 1990s when he noticed a marked change in the way young people were dressing. Rather than following European and American trends, people were customizing elements of traditional Japanese dress and combining them with handmade, secondhand and alternative designer fashion in an innovative D.I.Y. approach to dressing.

Through his magazine, we have a perfect snapshot of trends from the mid 90s until the present day, from the fantastical and exaggerated on through to the chic and sublime. And as our recent Tokyo street reports show, Tokyo is still a hotbed of inspirational and directional street style that can spark great design ideas.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.

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