The academic field of manga studies includes terms that are directly related to clothes or fashion, often reflecting cultural, symbolic, and narrative elements in manga. By analyzing and applying these terms, sustainable fashion could benefit from manga’s narrative depth and visual storytelling, creating designs that are both culturally meaningful and environmentally conscious.
Definition
Use in Manga
Fashion Application
Fukusō (服装)
Refers to clothing and attire in manga, often used to signify a character’s personality, role, or cultural identity.
Fukusō in Sailor Moon symbolizes the transformation from an ordinary school girl into a heroic figure through iconic sailor uniforms.
Incorporating fukusō as a design principle could inspire sustainable fashion brands to explore character-driven collections. Designers might focus on creating pieces that tell personal stories, emphasizing the longevity of clothing through emotional value.
Henshin (変身)
Transformation or metamorphosis, often involving a dramatic costume change, symbolizing empowerment or identity shifts.
The henshin sequence in Cardcaptor Sakura highlights the importance of clothing as an extension of magical identity.
Brands could explore modular or multifunctional garments that transform for different uses, reducing the need for excess clothing and aligning with sustainable practices.
Kawaii Aesthetic (かわいい美学)
The cultural aesthetic of “cuteness” in manga, often expressed through fashion elements like pastel colors, oversized silhouettes, and playful accessories.
Kawaii fashion in Fruits Basket reflects the gentle and whimsical nature of the protagonist, underscoring her relatability.
Sustainable fashion could draw on kawaii aesthetics to create eco-friendly, playful designs made from recycled materials, appealing to younger consumers who value fun and ethical choices.
Kimono Morphology (着物形態学)
The study of how traditional Japanese garments like the kimono are adapted and stylized in manga to convey heritage or modernity.
In Demon Slayer, the kimono designs are carefully chosen to reflect the era and the individuality of each character.
Modern sustainable brands could take inspiration from kimono morphology, focusing on traditional techniques such as zero-waste cutting patterns while incorporating contemporary aesthetics.
Moe Gijinka (萌え擬人化)
A style where non-human concepts or objects (like animals, brands, or even abstract ideas) are personified as human characters, often with distinct fashion styles.
In Hetalia, nations are given human forms and styled with clothing that reflects their national identity.
Moe gijinka could inspire campaigns where eco-friendly concepts (like renewable energy or recycling) are personified as characters wearing sustainable fashion, blending storytelling with advocacy.
Takarazuka Influence (宝塚の影響)
Refers to the impact of the Takarazuka Revue, an all-female performance troupe, on manga fashion, particularly in shoujo (girls’) manga, with its emphasis on androgyny and theatrical costumes.
The influence of Takarazuka on Rose of Versailles is evident in the tailored military jackets and dramatic capes worn by Lady Oscar.
Designers could reinterpret androgynous, theatrical styles using upcycled fabrics, making bold yet eco-friendly fashion statements.