Straight off the Street: FRUiTS Magazine and the Rise of Fashion Street Photography

While not every person gets the chance to wear angel wings and walk the Victoria’s Secret fashion show or strut down a runway at NYFW, there’s one place where we all become models: a bustling city street.

Street photography in itself isn’t something new, but in fact, it is arguably one of the main sources for style and fashion trends throughout history. FRUiTS Magazine, founded in 1997 by Japanese photographer Shoichi Aoki, chronicled the looks of everyday passers-by on the streets of the Harajuku neighborhood in Tokyo. The only thing not-so-everyday about these individuals was their overflowing creativity and sense of personal style. The casual nature of Aoki’s street photography allowed the subjects to take center stage with their swagger and creative style, captivating readers throughout the early 2000s. Whether it was high school girls in ‘Ko-gyaru’ attire or men who looked straight out of a punk rock band, in FRUiTS, everyone was model-worthy and runway-ready.

Courtesy of Instagram

Another unique aspect of the magazine was its inclusion of subject interviews. The looks plastered on the pages became attached to real-life stories from the people sporting them. They would list their outfit components in detail similar to the modern-day ‘OOTD’. Often these clothing pieces would be sourced second-hand or handmade, spreading the idea that anyone can have a unique sense of style that stands out.

Courtesy of Vogue

FRUiTS is one of the early publications that spearheaded the street photography revolution. It reached audiences overseas and became a topic of discussion in fashion circles led by everyday style enjoyers to haute couture designers. Even 25 years later, the magazines’ iconic looks are still in circulation and have inspired the editorial publications of today. The legacy of Aoki’s street photography style lives on in edgy magazines like Dazed, and even makes features in the ‘elevated’ style magazines like Elle and Vogue.

Courtesy of Dazed

Courtesy of Elle

Courtesy of Vogue

Next time you’re thinking about what to wear tomorrow, I implore you to peruse a physical copy of FRUiTS or scroll through the archived looks on their Instagram (@fruitsmag & @fruits_magazine_archives) to find your latest look and source of inspiration!