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A Dream Dress for Girls: Milk, Fashion and Shōjo Identity

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Shōjo Across Media

Part of the book series: East Asian Popular Culture ((EAPC))

Abstract

The image of shōjo is largely conveyed through visual cues of dress, gesture, and appearance. With the exception of the now well-documented Japanese Lolita fashion, however, theoretical analysis of the association between shōjo and dress is still a rarity. Paying particular attention to fashion brand Milk, and romantic ballerinas and Victorian girls as underlying inspirations, this chapter aims to uncover significant meanings behind shōjo fashion. It contends that fashion aesthetic is crucially intertwined with the process of crafting and sustaining the image of shōjo, and further that this aesthetic subverts the stereotypical equation of girlish (shōjo) femininity with derogatory sexualization, values denounced as passive and unfavorable in many Euro-American societies. The shōjo fashion aesthetic, this chapter argues, inverts these negative associations into positive and empowering ones.

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Acknowledgements

I am very grateful to D. J. Ellis for his careful reading of and feedback on this chapter.

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Authors and Affiliations

  1. The Faculty of Design, Architecture and Building, University of Technology Sydney, Sydney, Australia

    Masafumi Monden

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  1. Masafumi Monden
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Editors and Affiliations

  1. Department of Asian, Middle Eastern and Turkish Studies, Stockholm University, Stockholm, Stockholm County, Sweden

    Jaqueline Berndt

  2. Oita University, Oita, Japan

    Kazumi Nagaike

  3. Chikushi Jogakuen University, Dazaifu, Fukuoka, Japan

    Fusami Ogi

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Monden, M. (2019). A Dream Dress for Girls: Milk, Fashion and Shōjo Identity. In: Berndt, J., Nagaike, K., Ogi, F. (eds) Shōjo Across Media. East Asian Popular Culture. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-01485-8_9

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