DECORA KEI: Harajuku’s Patchwork of Colors
Written by Wlada F.
In the broad variety of Japanese street style, Decora kei poses an exorbitant approach to fashion, questioning norms and conventions of minimalistic outfits.
Courtesy of @sasami_popculture
The term "Decora" is derived from the English word "decoration" and the style is therefore characterized by an overall eccentric, offbeat and distinctive look. The subculture is known for its playful aesthetic and their exceptional combinations of colorways and patterns.
The fashion style originates from Harajuku, Tokyo and can be traced back to the 90s and early 2000s. As Decora is often generalized as ‘Harajuku fashion’, it is important to note that Harajuku was a birthplace to various other movements, such as Fairy Kei, Lolita, Cult Party Kei or Deco-Punk. All of the mentioned styles combine cute accessories with a rebellious flair.
Courtesy of @kaoru_dkk
There are multiple theories to the exact origins of Decora, most of them tracing back to the names of two iconic Japanese brands. The first being FRUiTS Magazine, a fashion magazine founded in 1997 by photographer Shoichi Aoki. For years, FRUiTS published street fashion snaps from Harajuku, greatly influencing the development of the Harajuku fashion movement.
The second one is the remarkably exuberant ‘6% DokiDoki’, a fashion brand founded in 1995 that pushed the distribution and popularization of Decora in a significant way.
Cover of FRUiTS Magazine Vol.13
The key to Decora fashion is to encourage uniqueness and the charm of outstanding peculiarity, challenging the widely known notion that less is more and choosing fun over simplicity. Its beauty lies in its individualism and flexibility in visual expression. Hence, the style doesn't adhere to any rigid rules, although there are some recurring elements it incorporates.
The most distinctive feature is the multitude of carefully thought-out layers. What might seem chaotic at first sight is actually based on an elaborate system. Decora enthusiasts layer bows on hair clips, on hair ties, until their bangs become invisible, and adorn themselves with quirky plastic jewelry until their wrists become unrecognizable.
Courtesy of @ozo_ni
Individuals often dare to mix different patterns, pairing dots with stripes and ignoring the general assumption that these wouldn't belong together. On top of that, they like to add some extra spice with cute knee-high socks.
To accentuate the overall aesthetic, individuals go for playful hairstyles and cover their noses and cheeks in small kawaii stickers. Additionally, some even highlight their DIY creativity by including self-made accessories, resulting in not a single outfit turning out repetitive.
Decora Kei plays a major role in the assortment of Jfashion, as many other styles and substyles have emerged from it to this day. Though the subculture embodies several remarkable attributes, the most important one might be the following: It embraces and celebrates individuality like no other movement, therefore depicting a portrayal of the Harajuku philosophy of distinctive fashion.
Courtesy of @sasami_popculture
Dive deeper into Decora fashion culture by checking out the outfits of:
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