Wave of tourism to Japan
But one way to revive traditional garments is to give them modern and practical values. Yukata, the simplest form of kimono, usually worn in summer, has the potential to achieve such a status.
Yukata have found a new place in Japanese life thanks to a resurgence in tourism to the country, according to Nikkei. In Asakusa, a popular tourist destination in central Tokyo, countless women (and some men) of all nationalities can be seen posing for photos in colorful yukata, which can be rented for as little as 3,000 yen ($20) a day, including makeup and dressing assistance from skilled professionals.
The interest of international tourists in Yukata also helps to rekindle the attachment of Japanese people to this traditional costume. Photo: Nikkei.
For young Japanese people, Yukata is an outfit that many have worn since they were students and at least once a year. They wear Yukata to impress the opposite sex on the occasion of a fireworks festival or a summer dating event.
And the fact that more and more international tourists are coming to Japan and wearing this type of clothing has also sparked the attachment of more and more Japanese people to Yukata. In recent summers, more and more Japanese people of all ages are wearing Yukata on the streets of Tokyo, even on days that are not related to fireworks events. (Yukata for men are similar to Yukata for women, but are usually shorter, with a sash tied at the hips instead of around the waist.)
The priceless values of Yukata
Even Nobuko Kobayashi, a reporter for Nikkei, bought a new belt to match her Yukata this summer. With the new combination, she also realized many benefits of Yukata that she had not known before.
Firstly, Yukata are well suited to the hot Japanese summers as they are usually made of light cotton. While the belt helps the garment fit snugly around the body, the design is deliberately cut around the armpits to allow air to escape.
Second, wearing Yukata creates a very vivid visual effect because the patterns on the clothes are very diverse. Although flowers are a popular pattern, there are more and more new, more modern patterns, from lemons to Hello Kitties.
Most importantly, unlike when Nobuko was in college, Yukata is now a way to express personal style in two ways - through the way it is worn and the long-term value it provides to the wearer. First, while Yukata are the most minimalistic of the kimonos, they take more time to wear than usual. In particular, the origami-like knots that tie the belt require a bit of technique and show off the wearer's skill.
Then there is the longevity of the yukata with the wearer. Designed with many large pieces of fabric and using a belt, the Yukata is quite flexible with the body shape. Even if the height and weight change a little, the Yukata can still fit the wearer if they know how to adjust the shirt and tie the belt properly.
With the growing popularity of Yukata, it is no surprise that fashion houses are flocking to the market. Sites like GRL, a popular Japanese fast fashion e-commerce retailer that stocks a wide range of Yukata for women, have already prepared new designs for this summer. Even men's Yukata, which are often overshadowed by the more colorful women's Yukata, have attracted high-end designers like Jotaro Saito, who caters to fashionistas at his luxurious Ginza flagship store.
It can be seen that thanks to the wave of tourism, Yukata is having a new vitality. Traditional fashion elements are forcing wearers to temporarily put aside the rush of excessive consumerism and the wave of fast fashion. According to Nikkei, that is the value and strength of Yukata, the simplest traditional costume that Japan is "exporting" to the world.
