This page contains popular or sometimes seen terms used within the Japanese fashion community, both in Japan and abroad.

Many terms are missing! Please add any known terms to this page.

A-Z[edit | edit source]

Blue Letter Fashion (青文字系/Ao-Moji Kei)[edit | edit source]

Blue letter fashions are used to describe "countercultural" fashion styles, or styles where you wear whatever you want. This term is commonly used to describe Harajuku styles.[1][2][3]

Code or Coord (コード/コーデ)[edit | edit source]

Code or Coord are used to represent "coordination" or outfit, and are often used at the end of hashtags on social media.

Coquettish (コケティッシュ)[edit | edit source]

Within Japanese magazines, this term is often used to describe a style that is sexy and appeals to men. It is used mainly for adults, and can be a way to simply describe "sex appeal." Common themes amongst "coquettish" styles are sheer clothing, tighter skirt styles, off-the-shoulder clothing, and clothing with slits near the legs. Natural but sexy makeup is often also described with this term, as well as stylishly disheveled hairstyles.[4]

Conservative (コンサバ)[edit | edit source]

Conservative is used within Japanese fashion to mean a modest, not so flashy or bold, and vintage feeling fashion. It is often used to refer to styles that resemble Japanese fashion from the 80s, as well as formal feminine fashions, and neat and clean styles. Conservative styles are often similar to business casual types styles, with a tendency towards high fashion looks. [5]

Dekiru Onna (デキる女)[edit | edit source]

Dekiru Onna is a term used to describe female fashion that provokes a professional, proper or appropriate, formal, and "deep" feeling. The style involves more formal wear and business style clothing, including basic color schemes and a use of black. It also can be used to describe high fashion or name brand accessories and clothing with the same style and feel.[6]

Effortless Fashion (エフォートレスファッション)[edit | edit source]

The term effortless is used to describe fashion that is fashionable, but relaxed. [7]

The Feeling of Omission (抜け感/Nuke-kan)[edit | edit source]

The Feeling of Omission, or nukekan, is used to describe a style that is "missing" something, as well as a mature, elegant, and light style. This can mean strategic snowing of skin, a strategic use of a lack of color, as well as fashion that is stylishly bordering casual and formal, or disheveled and put together.[8]

Kei (系)[edit | edit source]

Kei is the japanese suffix for "kind" or "type" and often used to categorize outfits by their style or color, for example, ピンク系 refers to an all-pink outfit [9]

Mass Produced Girls/Fashion (量産型女子/量産型ファッション)[edit | edit source]

This term most commonly describes a girl who "looks like everyone else," meaning she wears the trendy fashions and makeup, but doesn't stand out from the crowd. The term is usually used negatively.[10] The style of this so called girl is usually a type of Girly fashion. Florals and brown hair are also considered a mark of the style, as well as Otakus. [11][12][13][14] The term is considered to have originated in the early 2000s with female college students.[15] Similar to Jirai Kei, the term has recently been used in a "reclaimed" sort of way by some brands to be a more positive term.[16]

Normcore (ノームコア)[edit | edit source]

Although originally an English fashion term, normcore is also used in Japanese fashion magazines since 2014 to mean timeless, normal, and simple fashion.[17][18][19][20]

Red Letter Fashion (赤文字系/Aka-moji Kei)[edit | edit source]

Red letter fashions is used to describe fashion that is, in many ways, the opposite of "blue letter fashions" and Harajuku fashions. The style is most commonly a conservative, formal, and feminine style. It can be described as fashion that is "office appropriate." [2][21][22]

References[edit | edit source]

  1. Asahi Sato. "What is blue letter fashion? (translated title)" MyNavi. September 20, 2019. Retrieved February 1, 2021 from
  2. 2.0 2.1 "Akamoji Kei vs. Aomoji Kei: The Rise of Harajuku." Naomi n'Doll. July 23, 2013. Retrieved February 1, 2021 from
  3. "What in the world is Aomoji-kei?" Chainyan. May 10, 2013. Retrieved February 1, 2021 from
  4. Yuge Momoyo. "What is the meaning of coquettish? (translated title)" MyNavi. May 9, 2020. Retrieved February 1, 2021 from
  5. Yuge Momoyo. "What is conservative fashion? (translated title)" MyNavi. July 30, 2020. Retrieved February 1, 2021 from
  6. Hermes. "Dekiru Onna Fashion Explained. (translated title)." MyNavi. October 31, 2019. Retrieved February 1, 2021 from
  7. Chigira Marie. "What is effortless fashion? (translated title)" MyNavi. August 29, 2019. Retrieved February 1, 2021 from
  8. Asahi Emiru. "What is the feeling of omission? (translated title)" September 8, 2019. Retrieved February 1, 2021 from
  17. Chigira Marie. "What is normcore? (translated title)" MyNavi. September 3, 2019. Retrieved February 3, 2021 from
  18. "Normcore." Wikipedia (Japanese). February 14, 2020. Retrieved February 4, 2021 from
  19. "Normcore." Wikipedia (English). January 31, 2021. Retrieved February 4, 2021 from
  20. "What is normcore? (translated title)" arkhe. August 31, 2019. Retrieved February 4, 2021 from
  21. Asahi Sato. "What is Red Letter Fashions? (translated title)" September 26, 2019. Retrieved February 1, 2021 from
  22. "Akamoji Kei vs. Aomoji Kei: It all started with red letters." Naomi n'Doll. August 6, 2013. Retrieved February 1, 2021 from
Community content is available under CC-BY-SA unless otherwise noted.