1. WatchCut Video just released the latest in their 100 Years of Beauty series, this time focusing on Japan over the last century.
Video researchers Junko and Marina Taylor said, “Western styles and Western trends have a huge influence on Japanese beauty and fashion at the time. They don’t just copy what they see; they combine and mix, making it uniquely Japanese.”
You can watch the research behind the looks here.
2. The hairstyle in the 1910s is a mix of “bundled hair” and the Edwardian pompadour, coupled with small red lips, painted inside of the natural lip line.
During the 1910s, the “emperor of Japan sent nobles to Europe to study the culture and society and bring it back to Japan to bring it back to their own culture,” Taylor said.
3. The 1920s were all about the perm.
“Japan is urbanizing, modernizing, and beginning to grow. The first-ever Japanese magazine targeting women came out, and in this magazine was the perm with the hidden ear, which becomes a staple in Japanese fashion,” said Taylor.
4. The “moga” girl in Japan in the 1930s was the equivalent to the “flapper” in the U.S.
The modern girl rose up in the ’30s, and this look came about. “Women had a desire to be free of sexual, social, and political norms,” said Taylor. “Conservatives viewed the moga as erotic, grotesque, and nonsense.”
5. In the 1940s, following the attack on Pearl Harbor, there was little to no focus on hair and makeup.
Life changed for every single woman and man in Japan. “‘Self-restraint’ is the motto for women every day, and there’s even a campaign against the perm wave hairstyle,” Taylor explained.
6. Audrey Hepburn became a global icon in the ’50s, and her signature Hollywood style influenced the trends in Japan at the time.
“In 1945, World War II ends, and in the ’50s, we’re in the midst of the American occupation of Japan,” said Taylor. “Audrey Hepburn is huge in Japan.”
9. Seiko Matsuda, another prevalent model in Japan in the ’80s, had this shorter, bouncy haircut that became the style of the times.
“Matsuda is known for coining ‘burikko,’ which is a specific term for the demeanor or the style of personal appearance, and it’s the idea of a helpless, submissive, cute look of a young girl,” Taylor said.
10. The ’90s were broken up into two different types of styles: the first, the iconic look of a woman who would go to the clubs in Tokyo; the second, the emergence of street fashion.
“The look we chose is ganguro. It’s a subculture that was started by rebellious youths, and it’s to contradict the traditional Japanese beauty ideals,” Taylor said.
11. In the 2000s, the look was split again: first, the natural, more girl-next-door style; then the big, teased hair made popular by the subculture-inspired magazine Koakuma Ageha.
“This magazine title translates to ‘little devil butterfly,’ and most of the models featured in the magazine wore their hair big and teased. Lots of volume, lots of height,” Taylor said.
12. 2010s are once again separated into two different trends: first, natural-looking, unfussy hair; then, on the flip side, the Harajuku girl.
“Japan is a very homogenous culture, and sticking out is not really encouraged. There’s a saying in Japan that translates to ‘The nail that sticks out gets hammered in.’ It’ll be interesting to see how the mainstream beauty looks continue and how these street-fashion, counterculture beauty ideals will evolve as well,” she said.
13. You can watch the entire video here:
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