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The wave of tourism to Japan
But there is a way for traditional garments to be revived: by incorporating modern and practical values into them. The yukata, the simplest form of kimono, often worn in the summer, has the potential to achieve such status.
According to Nikkei, yukata have established a new status in the lives of Japanese people thanks to the strong resurgence of tourism to the country. In Asakusa, a popular tourist spot in central Tokyo, countless women (and some men) of all nationalities can be seen posing for photos in colorful yukata. They can be rented for as little as 3,000 yen (US$20) a day, including makeup and styling assistance from skilled professionals.
The interest of international tourists in yukata also helps to rekindle the Japanese people's attachment to this traditional garment. Photo: Nikkei.
For young Japanese people, the yukata is a garment many have worn since their student days, at least once a year. They wear yukata to impress the opposite sex at fireworks festivals or some summer dating event.
And the fact that many international tourists come to Japan and wear this type of clothing has also fostered a greater attachment to the yukata among the Japanese people. In recent summers, more and more Japanese people of all ages have been seen wearing yukata on the streets of Tokyo, even on days unrelated to fireworks displays. (Men's yukata are similar to women's yukata, but are usually shorter and have a belt tied at the hips instead of at the waist).
The invaluable values of Yukata
Even Nobuko Kobayashi, a reporter for Nikkei, bought a new belt this summer to complement her yukata. With this new combination, she also discovered many benefits of wearing a yukata that she was previously unaware of.
Firstly, yukata are very suitable for the hot Japanese summer because they are usually made of lightweight cotton. Although the belt helps the garment fit snugly against the body, the design is intentionally cut around the armpits to allow air to escape.
Secondly, wearing a yukata creates a very vibrant visual effect because of the wide variety of patterns on the garment. Although flowers are a common motif, there are increasingly more modern patterns, from lemons to Hello Kitty cats.
Most importantly, unlike when Nobuko was in college, the yukata now helps express personal style in two ways – through the way it's worn and by providing lasting value to the wearer. First, although the yukata has the most minimalist design among kimonos, wearing it takes more time than usual. In particular, the knotting of the sash, resembling origami paper folding, requires a certain level of skill and showcases the wearer's expertise.
Next is the lifespan of the yukata for the wearer. Designed with many large pieces of fabric and using a belt, the yukata is quite versatile to body shape. Even with slight variations in height and weight, a yukata can still fit if the wearer knows how to adjust the garment and tie the belt properly.
With the growing popularity of yukata, it's no surprise that fashion brands are flocking to this market. Websites like GRL, a popular fast-fashion e-commerce retailer in Japan with a wide selection of women's yukata, have prepared many new designs for this summer. Even men's yukata, often overshadowed by the more colorful women's yukata, has attracted high-end designers such as Jotaro Saito, who caters to fashion enthusiasts at the upscale Ginza boutique.
It's clear that thanks to the tourism wave, the yukata is experiencing a new lease of life. Traditional fashion elements are prompting wearers to temporarily set aside the hustle and bustle of excessive consumerism and fast fashion. According to Nikkei, this is the value and strength of the yukata, the simplest traditional garment that Japan is "exporting" to the world.
