Jirai-kei and ryōsan-gata fashion: History and Key Facts

Jirai-kei (地雷系; lit. 'landmine style') and ryōsan-gata (量産型; lit. 'mass-produced type') are two related fashion trends that emerged within Japanese youth culture, gaining popularity in the late 2010s through to the 2020s. Both styles are commonly seen amongst young women in Japanese cities and have garnered attention through social media, idol fandom culture and street fashion. As they share certain connections in terms of visual elements and community engagement, they are often discussed together in Japanese media and cultural studies.

Social media such as TikTok and makeup challenge trends on YouTube have helped to popularize jirai-kei, alongside media like Ashita, Watashi wa Dareka no Kanojo and Needy Streamer Overload. Members of the subculture wear a girly fashion style with pastel colors, frills, and ribbons, mixed with darker imagery of crosses and medical items. They often wear contact lenses to make their eyes appear larger, and red makeup underneath their eyes in order to look like they're about to cry.

Source and attribution

Text excerpted from Jirai-kei and ryōsan-gata fashion by Wikipedia contributors, available under Creative Commons Attribution-ShareAlike 4.0. The extract is abridged and formatting has been adjusted; the adapted text on this page is shared under the same licence. Revision history.