The Disappearance of FRUiTS Magazine
A Fashion Editorial, portraying the Rise and Fall of a Japanese magazine, “FRUiTS”,
through the stages of a young girl who finds her identity through fashion.
“Are there no cool kids to photograph anymore?”
FRUiTS, a Japanese Fashion Magazine, known as the “Fashion Bible of Harajuku”, was founded in 1997 by Shoichi Aoki to take photographs of young fashionistas at the Harajuku station. After two decades of documenting the street style of Harajuku, the magazine ceased its manufacturing in 2017 due to the rise of fast fashion and the decline in creative fashion. Upon the closure of the magazine, Aoki reflected that “there are no cool kids to photograph anymore.” Taking this history context, I wanted to create a fashion shoot contributing to different eras of FRUiTS magazine through the lens of a young girl who started liking fashion due to FRUiTS. To portray this, I used metro station concept to connect its origin and the metaphors of a metro which arrived and departed eventually. I researched different outfits from FRUiTS to style the model in a similar way but in her own personality. Through different looks, I focused on the emotions of the model and the composition of the camera angle. Starting from Look 1, where she is figuring out her fashion identity to being a confident fashion icon in Look 3, and becoming the victim of fast fashion and subculture trend in Look 4, to feeling empty with the memories in Look 6. Through this editorial shoot, I would like to encourage everyone to dress up in their own creative freedom in hope of having another creative magazine such as FRUiTS in the future.
Look 1- Blue Discovery
Look 2- Colorful Arrival
Look 3-FRUiTS ICON
Look 4-Replica Transit
Look 5-Last Train
Look 6-Archive Memory
Main Credits
Photographer, Fashion and Makeup Stylist- Akhayar (Clyde)
Model- Than Thar Htet (May)
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