Now in its tenth year, the three-day festival is a place for J-fashion enthusiasts to socialise, show off their outfits and get inspiration for future looks
Ten years after it started in 2010, the UKs largest celebration of traditional and modern Japanese culture, is returning to London today for three days.
Hyper Japan, which is now a twice-yearly event, offers traditional food, anime merchandise and a cosplay zone, as well as an array of attractions for fashion lovers. The Asakusa culture section will be home to the vintage kimono brand Fuji Kimono, where guests can buy traditional Japanese clothing.
Although the kimono may be Japans most recognisable garment, plenty more styles and style tribes have come out of Harajuku, Tokyos fashion district. Harajuku is also the name Hyper Japan has given to its fashion zone, which includes brands from the UK and beyond, selling kawaii meaning cute clothes, accessories and other merchandise. Kawaii is a subculture in Japan, characterised by pastel colours, soft fabrics and adorable mascots. Hello Kitty, Aggretsuko and Gudetama are just a few of the characters from the genre that have made their way into western culture.