Shoichi Aoki: Fresh Fruits Postcards Photographs by Shoichi Aoki

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Presented in an identical format to Phaidon's earlier Fruits postcards published in 2003, this is a collection of forty-five new portraits showing the remarkable street fashions of Tokyo's teenagers. The pictures have been carefully selected from Phaidon's best-selling Fresh Fruits, the second volume of photographs by Shoichi Aoki, a leading publisher and photographer of street fashion in Japan, which is proving to be just as popular as its predecessor Fruits.

Shoichi Aoki first published a magazine containing his pictures in 1994 as a project to document the growing explosion in street fashion within the suburbs of Tokyo. Over the last decade the magazine has grown to cult status and is now avidly followed by thousands of Japanese teenagers, who use it as an opportunity to check out the latest styles and trends. The average age of those kids featured is between 12 and 18 years old. Most of the clothes that they wear are a combination of high fashion - Vivienne Westwood is a keen favourite - and homemade ensembles which, when combined together create a novel, if not hysterical, combination.

This collection of postcards represents a unique documentation of the changing face of street fashion throughout the last decade. Colourful, fascinating and funny, these cult images will delight followers of fashion and youth culture.


  • Format: Card Box
  • Size: 197 x 138 mm (7 3/4 x 5 1/2 in)
  • ISBN: 9780714846217

Shoichi Aoki (b.1955) is a leading publisher and photographer of street fashion in Japan. In 1997 he established his much acclaimed Fruits magazine, which to this day records and celebrates the freshness of Japanese street fashion. He is also the editor of popular fashion magazines Street and Tune.

"A funky, funny look at Tokyo's teen street fashion - all Vivienne Westwood and DIY chic. Guaranteed to give you that happy-all-over-feeling."—Elle

"Crucial ingredients are cartoon, fluffy and frilly, matched with a scrupulous attention to detail... A jolly homage to innovation and the teen dreams of Japan."—The Daily Telegraph

"My Little Pony bags rub stomachs with the Tellytubbies in a kaleidoscopic candyfloss fantasy of arrested development. Fabulous... Don’t read it with a hangover."—Gay Times

"Bright, wild and eccentric."—Amateur Photographer

"Vibrant and fascinating."—Guardian

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