Dear Fashion in Japan fans,

Japanese Summer is here : hot & humid ! Japanese Trendsetters are undressing ! Liberty prints, Chambray, Chinos cropped pants and Laces are the booming trends spotted for apparel, clogs shoes and leather sandals, straw bags and backpack can also be seen in the main Tokyo fashion areas like Shibuya, Harajuku, Aoyama and Daikanyama.

You will find hereafter all the main keywords from the Japanese fashion magazines and select stores catalogs describing the Summer 2010 trends in Japan.

We hope you will love this month pictures and we are certain that you will find many inspirations.

Thank you and talk to you during this month on our Blog, Twitter, Facebook or Linkedin.

Best regards,

Loic Bizel

Japan Fashion Keywords – SUMMER 2010 July magazines and catalogs

Women’s fashion keywords

Outer : monotone jacket, grey cardigan, silver lamé cardigan, asymmetrical cardigan, loose knit, khaki grey V-knit,…

Tops : oversized tops, big size top, top with vintage print, sequin top, double tank tops, black and white border tank top, navy rib tank top, big size long T-shirt, border T-shirt, boat neck T-shirt, mannish shirt, girly lace dress, maxi one-piece, nostalgic stripe one-piece, gold beige one-piece, simple combinaison, hip long tunique, drape decollete, vest with short sleeve, long gilet layered, pearl grey gilet, knit gilet,…

Bottoms : boyfriend denim, chambray relaxed pants, chinos pants, white jeggings, gold jeggings, skinny bottom, leggings, tapered jeans, washed denim, denim short pants, soft pants, mini skirt,…

Shoes : sandals, glittering shoes, flat shoes, wedge leather gladiator sandals, western boots, western moccasin boots, gold sneaker, rubber shoes, gladiator and studs clogs,…

Accessories : stole, linen stole, vivid orange stole, pink stole, studs accessories, pink necklace, layered necklace, layered long necklaces, volume necklace, stone necklace, long chain necklace, oversize wood pendant necklace, long pearl necklace, bronze necklace, bag with star studs,…

Materials : lace, linen, cotton, silk, leather, silk/chiffon,…

Colors, patterns : monotone black, pearl grey, silver grey, white, beige, bronze, gold, layered colors : natural white x ash beige x charcoal grey, silver grey x olive khaki x metallic gold, dark brown x cocoa brown x blue grey, light silver x grayish khaki x bronze, border print, small flowers, liberty print, tropical print, stars, borders, dot, stripes, geometrical, zebra, British flag, black & white pictures, printed sunglasses,…

Style : Resort style, nostalgic summer, relax casual, ethnic relax, summer pastel look, mannish style, boys mix style, shirt x jacket, girly basic style, girly top x boys denim, polo shirt with lace sleeve, simple mode, montone rock, black base, dot jumpsuit x denim vest with stars studs, riders vest x tank top with pearl neck x border skirt, camp style, boyscout style, vintage mood, contrast, simple coordinate with colorful shoes, layered, tank top x long T-shirt, stole x T-shirt, stole x one-piece, shiny, stole x necklace, double layers of natural color, kakish grey tank top x white tank top, tank top x loose knit, dolman sleeves V-neck x tank top, chic tone, rich casual

and much more on http://www.fashioninjapan.com

Men’s fashion keywords

Outer : tailored jacket, short sleeves hooded parka, reversible blouson, denim blouson,…

Tops : T-shirt with American comics’ print, Mickey tie-dye T-shirt, military T-shirt, skate T-shirt, border T-shirt, numbering T-shirt, animal T-shirt, decoration T-shirt, colorful T-shirt, whole patterned T-shirt, three quarter sleeve T-shirt, graphic T-shirt, T-shirt with photo, knit T-shirt, bowling shirt, short sleeve shirt with madras check, short sleeve Aloha shirt, summer military shirt, work shirt, stripe shirt, work shirt, dot print shirt, white button down shirt, chambray shirt, western shirt, indigo dungaree western shirt, 3/4 sleeves denim western shirt, pattern shirt, checkered flag pattern shirt, shirt with bandana print, border polo shirt, color polo shirt, one-point polo shirt, pattern polo shirt, polo shirt with emblem, seersucker hunting vest, silky dry inner,…

Bottoms : sporty short pants, vivid color short pants, tuck wide short pants, damaged denim shorts, outdoor short pants, sweat short pants, color short pants, pattern short pants, jodhpur pants, cropped monkey pants, sarrouel cropped pants, seersucker cropped sarrouel pants, wide pants, knit pants, black slacks shorts, beige/bandana print reversible shorts, patchwork/cargo reversible shorts,…

Shoes : espadrille deck shoes, boots, gladiator, yoga sandals, beach sandals, leather beach sandals, design sandals, sandals with studs, no-wet shoes (rain shoes), woven upper shoes, bicolor/tricolor deck shoes, colorful shoes, check pattern shoes, high cut sneakers, mesh sneakers, moccasins, chukka boots,…

Accessories : border canvas tote bag, foldable canvas bag, rock accessories, bracelet, ring, canvas Boston bag, messenger bag, bright colors backpacks, small waist bags,…

Materials : chambray, denim, linen,…

Colors, patterns : gingham, dots, camouflage, bandana, patchwork, neon color, pop color,…

Style : U.S. school style, American casual style, football design, edge short pants with patchwork x leggings, rock T-shirt x damaged denim, fake layers, monotone, minimal, cropped check shirt shirt x chino trousers, bowling shirt x straw hat x striped bottom, monotone tight polo shirt x checked tie, pop polo shirt with punching pattern x suspenders, urban mobility, grey chambray shirt x spiderweb motif cufflinks, check shirt x beige linen short, color accent, colorful sneakers x layered sweat pants, street casual style with football T-shirt and cut-off blouson, relaxed summer style x active sports boots, ethnic x rock style, preppy shirt x street style, outsider mood, western pants x bowling shirt, vintage remake / D.I.Y. (do it yourself) style, oversized sweat x shirt, layered shorts x no sleeve T-shirt, leggings x shorts, rolled up pants x leggings, jacquard knit pants x kilting vest x stripes shirt, mesh tank top x sweat pants, ethnic, bikers style,…

and much more on http://www.fashioninjapan.com

Related posts @ Fashion in Japan :

1. Japan Fashion Keywords – SUMMER 2010 June magazines and catalogs
2. Tokyo Spring Trends
3. Winter 2009-2010 Fashion Trendsletter
4. sexy sporty, feminine military, resort ethnic, 1-mile wear style, street mix, military mix, old work mix
5. February 2010 – Tokyo Street Fashion

Military Parkas or Casual Outdoor for next Autumn Winter 2010-2011 ?

Give me your thoughts !

Talk to you soon.

Loic@fashioninjapan.com

Related posts @ Fashion in Japan :

1. SUMMER 2010 Tokyo Fashion Keywords

Paris, Milan, Tokyo. Tokyo?

By HIROKO TABUCHI

Published: January 1, 2010

TOKYO — Japan’s trailblazers of street fashion are the envy of Western designers, spawning Web sites filled with snapshots of Tokyo youngsters in the latest distressed jeans or psychedelic stockings.

With city sidewalks as their catwalks, young Japanese flaunt carefully layered tops and thigh-high boots sporting labels like Galaxxxy, Phenomenon and Function Junction.

But most of Tokyo’s clothing designers have not figured out how to cash in on the city’s fashion sense. Only a handful of Japanese brands, like A Bathing Ape or Evisu Jeans, have gained traction beyond the nation’s shores. Chic local labels like Fur Fur and Garcia Marquez Gauche remain mostly unknown outside Japan.

Experts say that the nation’s fashion industry is too fragmented and too focused on the domestic market to make it overseas.

“For much of this decade, fashion trends have started in Japan and gone global. But Japanese brands don’t even realize that,” said Loic Bizel, a French-born fashion consultant based in Tokyo. Japan “generates trends and ideas, but it stops there,” he said. “Many brands are not even interested in going overseas.”

So each season, Mr. Bizel takes fashion industry buyers from America and Europe — mass clothiers like Hennes & Mauritz of Sweden and Topshop of Britain — to buy up bagfuls of the latest hits. The designs are then whisked overseas to be reworked, resized, stitched together and sold under Western labels.

In that business model, there is little financial gain for Japan. In 2008, Japan’s clothing and apparel-related exports came to a mere $416 million, dwarfed by the $3.68 billion exported by American apparel companies, and a tiny fraction of China’s $113 billion.

Meanwhile, Japan’s domestic apparel industry is on the decline. It shrank 1.3 percent, to 4.37 trillion yen ($48 billion), in 2008, and is expected to post a steeper decline for 2009 as recession-weary consumers and an aging population cut back sharply on spending.

“Japanese fashion might be considered cutting-edge, but overseas markets have been largely elusive,” said Atsushi Izu, an analyst at the Nomura Research Institute in Tokyo. “Japan’s fashion industry is very fragmented, and most companies lack the resources and know-how to bring their brands to foreign markets.”

The government is trying to help. Earlier this year, the Foreign Ministry dispatched a group of suit-clad officials to Tokyo’s hip Harajuku neighborhood to survey the latest trends, part of an effort to promote Japanese fashion overseas. After interviews with shoppers and sales clerks, the ministry came up with a battle plan: to appoint three young trendsetters as “ambassadors” of Japanese chic, charged with extending the industry’s reach overseas and piquing interest in Japanese brands.

One ambassador, Misako Aoki — a model known in Tokyo for her Lolita look of frilly Rococo-inspired dresses paired with platform shoes — has been dispatched to France, Spain, Russia and Brazil, where she has attended expos and hosted fashion talk shows in her trademark floppy bow tie and frilly smock.

“I hope that Lolita fashion and Japanese fashion in general will raise your interest in Japan,” Ms. Aoki said in São Paulo, Brazil, in November after starring in a Lolita fashion show organized by the Japanese embassy. (Although Lolita style is a reference to theVladimir Nabokov novel “Lolita,” its look is more covered-up Victorian schoolgirl than skin-baring teenage vixen.)

The trade ministry has also helped revamp the twice-yearly Tokyo Collection and started inviting foreign journalists to come on the government’s dime. For the first time this year, the collection, renamed Japan Fashion Week, sponsored a splinter fashion event in New York to showcase Japanese designers, and it has planned another runway show in New York in mid-February.

“Japanese fashion has so much global potential,” says Kenjiro Monji, director general of the Foreign Ministry’s Public Diplomacy Department, who oversees Japan’s cultural push overseas.

But the government’s efforts have won it few fans in the fashion industry. Besides Ms. Aoki, the two other fashion ambassadors chosen by the government are a woman who likes to dress up in cute high school uniforms and another who mixes and matches secondhand clothes. Promoting such niche tastes does little to help the wider fashion industry, many say.

And Japan Fashion Week remains a relative nonevent filled with relatively obscure designers like Motonari Ono and Kazuhiro Takakura. Ambitious young designers hoping to follow in the footsteps of Japanese greats like Issey Miyake, Yohji Yamamoto and Rei Kawakubo may have to do what they did: pass over Tokyo’s shows for those in Paris.

Meanwhile, local favorites like Fur Fur — a new brand that mixes airy cotton frocks with distressed trench coats — have neither the expertise nor the resources to market overseas. Despite rave reviews from industry insiders, it has only one small store in Tokyo.

“Of course, taking my brand overseas is a dream,” said Fur Fur’s designer, Aya Furuhashi. “But to be honest, that’s really beyond us right now.”

What Japan’s fashion industry needs is more concrete help in marketing and setting up shop overseas, experts say. The government could also play a larger role helping Japanese labels protect their intellectual property rights, they say.

There are some promising signs. With government support, the start-up Xavel, which runs fashion shows that let women order outfits in real time using their cellphones, has opened shows in Paris and Beijing.

Fast Retailing, which sells the Uniqlo brand, has also been flexing its muscles overseas. Uniqlo, Japan’s answer to Gap, has roots in suburban outlets and does not have the level of respect among young fashion fans that many of Japan’s hipper brands do. But with ample funds and aggressive pricing on its fleece jackets and shirts, Uniqlo has expanded, with 92 stores worldwide.

Tadashi Yanai, chief executive of Fast Retailing, has said he hopes to build it into the world’s biggest apparel company, with sales of 5 trillion yen in 2020.

“We are part of a global economy,” Mr. Yanai said at a recent forum. “We cannot look inward.”

Moshe Komata contributed to this report.

Related posts @ Fashion in Japan :

1. Loic Bizel explains Tokyo Fashion on Arte.tv