Changing Gender Roles Show in Latest Japanese Fashion Trends for Men

Fifteen-year-old Hiroshi lounged at the family dinner table in the fuzzy glow of a pastel pink sweat suit -- accented with a sparkling pink hair barrette. Like most adolescents in Japan, Hiroshi was glued to a cell phone -- a metallic pink one covered with bling bling.

A typical teen anywhere in the world, right?

Right.

Except for one thing. Hiroshi is a boy.

The feminine colors are decidedly not worn to make a statement about sexual preference, but the latest fashion craze among young Japanese men.

Masculinity and femininity have never been as wide apart in Japan as in the west. For hundreds of years, the basic garment for both men and women has been a kimono, for example. Even in modern times, gender differences have been limited. A study done in the year 2000 showed that Japanese men and women didn't score differently on a western scale of what is feminine, but the color pink was still reserved for little girls.

The latest craze for pink in men's fashions is part of the changing gender roles in Japan, according to an article in the Washington Post from September 2005. Not only are more women entering the work force, but more men are embracing their feminine sides. There's even a chain of spas for men, called, aptly enough, "Dandy House" where men can get facials, undergo weight-loss programs and get their eyebrows plucked.

The article quoted Marco Shimomura, VP of Dandy House:"Japan has never really stressed the concept of being macho in a Western sense, but what we find now is that men are actively seeking the soft and smooth look that is considered so attractive now. They aren't scared of getting their hairs plucked. And believe me, it hurts."

In fact, the second most popular cosmetics line in Japan is Mandom, which combines the words, "man" and "freedom." The bulk of Mandom's customers are not those with wrinkles and other facial flaws that might need some cosmetic correction, but 15 to 25-year olds embracing Japan's obsession with "kawaii" or over-the-top cuteness.