Having followed Japanese popular culture for quite some time now, I have found myself to be particularly curious about idol アイドル culture and aesthetics. Costumes play a very important role within the overall visual aspect of idols; they are utilised to signalise allegiance to one’s group through a general costume design on one hand, but also highlight individuality through the creation of a certain silhouette or allocation of a specific colour for the individual member on the other.
It was hence quite interesting to notice that popular idol group AKB48‘s video to their latest single ジワるDAYS (2019) featured all 345 costumes which member Sashihara Rino, who announced her graduation from the group in December, had worn over her 12 years of being an idol. The costumes are used for much of the videos background decoration, illustrating the sheer amount of clothing that is produced to maintain the idol image and character. Have a look for yourself below:
DR CAROLIN BECKE 