By Jessica Sattell

If Tokyo were a fashion show, Shibuya would be the catwalk.
As the traffic signal turns at Hachiko Square (the largest pedestrian crossing in the world), one young Japanese woman struts toward the train station in sky-blue platform heels and a flouncy short floral skirt, another with several meticulously considered strands of semiprecious stones draped over a motorcycle jacket. Another sports a vintage ruffled dress more classic Norman Rockwell than trendy rocker chic. And, they all pull off their looks oh so effortlessly! With every new outfit you see in Tokyo, there’s boundless inspiration for your own personal style.
It’s no secret that Japanese girls have all the fun when it comes to fashion. American celebrities often cite the stylish and completely original Real Tokyo Girl as their muse. She’s fearless, innovative and energetic. She’s willing to try on trends but sticks to her go-to staples. She easily mixes high and low, new and used, and classic and trendy pieces to create her personal style. She seeks out the opportunity to be a leader in all of her passions.
So, what kinds of things make a Real Tokyo Girl’s heart flutter? And more importantly, where can I get those cute shoes that I saw her wearing?
Shibuya is small-scale compared to the Tokyo Girls Collection (TGC), an explosion of a festival chock-full of fashion, music and famous faces -- stuffed to the brim with everything that a Real Tokyo Girl would love.
The event celebrates the uniqueness of inherently Japanese style, aiming to bring real, Tokyo-based clothing designers to the forefront of Japan and the world. Starting as an offshoot of GirlsWalker.com, a wildly popular cellphone shopping site, TGC just celebrated its tenth anniversary for five years this past March. Thanks to rapidly growing success and a steady stream of fans, it will now be held biannually for both the spring/summer and fall/winter seasons.
There’s no elitism at Tokyo Girls Collection, no snarky fashionistas crowding the front rows alongside the catwalks casting a gimlet eye across the room. It’s an open-to-the-public showcase of the newest trends and must-have items from both well-loved and up-and-coming domestic Japanese brands presented with lighthearted fun. Popular actresses and TV stars walk the runways alongside seasoned models as famous rock and pop bands perform just a few yards away. Nearly everyone can easily afford and buy the clothes and accessories sported in the show. And shopping has never been so easy: attendees can instantly purchase over their cellphones the very outfit a model dons on the runway.
Refreshingly, TGC’s organizers listen to their fans, who mostly make up a vital demographic of women from ages 20 to 34. Marketers conduct rigorous consumer surveys to determine what designers have enough of a fan base to appear at the show. They also examine brands receiving considerable press in Japan’s most popular fashion magazines.

This season’s Tokyo Girls Collection features three key sections: Trend, Elegance and Select. The Trend stage is all about what’s new and fun. The true trendsetters and fashion leaders shine here with cutting-edge casual ensembles for the warmer months. The Elegance stage is where classic beauty shines. The focus here is on romantic, sophisticated styles infused with femininity. The Select stage features the best of the best in fashion from all over the world. Popular boutiques show their top picks for the summer. Overall, big trends this season include printed fabrics in tiny florals, “cowgirl” and American casual surfer style, and lots of lace and ephemeral, flowing layering. Rompers and one-piece jumpsuits are also poular, as well as asymmetrical hemlines and oversized T-shirts. If all of that sounds a little too steep for you, why not try sporting a straw fedora or pairing your well-loved open-toed pumps with some brightly colored socks? That’s right, this season you can get away with wearing socks with your sandals! If anyone asks, just say that it’s all the rage in Tokyo.

Fashion provides a unique gateway for understanding a culture’s traditions and intricacies. Tokyo Girls Collection is a celebration of things that Real Tokyo Girls love, but that doesn’t mean that girls (and boys) from all over the world can’t join in on the fun. Foreign guests are more than welcome to experience this fashion fiesta showcasing the hottest trends in Japan.

For more info, visit: http://tgc.st/

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Read the full story in the July/October 2010 issue of IBUKI Magazine.
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