FRUiTS Fashion: Show, Don’t Sell

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Since 1996, a monthly magazine called FRUiTS has been documenting street fashion in the bustling Harajuku area of Tokyo. What makes this fashion magazine different from any other is that there are no professional models and no mainstream advertising – in fact, the only ads you’ll see at all are for shops around the area, and for the magazine itself and its two affiliate magazines (STREET and TUNE). The photos are largely candid, the people usually staring straight into the camera. There is no airbrushing and no other photoshopping of any kind. Most images take up an entire page, with only a small white bar at the bottom containing a description of the outfit and a tiny biography of the person wearing it in their own words. Continue reading