Shibuya, which has long developed as an educational district with many high schools and universities, is a place where young people, especially students, always gather and new cultures constantly intersect.
The famous Scramble Crossing, a symbol of Shibuya, is a photogenic spot often featured in movies, anime, and dramas. It's where various fashion and art cultures cross, truly creating new values.
This time, I focused on the fashion scene, which is the most rapidly changing and energetic. There's a style here that has been called "Shibuya-kei fashion," spinning unique values and worldviews and broadcasting them worldwide. I'd like to report on the "now" of Shibuya, the source of fashion trends.
What is Shibuya's Fashion Culture?
Just as America has New York, Italy has Milan, and France has Paris, Japan has Tokyo's Shibuya... Shibuya can be considered one of Japan's leading fashion districts, on par with these global fashion capitals.
Since the 1970s, various commercial and cultural facilities have developed, and as Japan's consumer society rapidly grew, Shibuya has created diverse trends to match the times.
"Shibu-kaji" based on preppy style with blazers and jeans, "Gal" with miniskirts and platform shoes inspired by Los Angeles local girls, "City Boy" with relaxed sophisticated casual that's now resurging... The number of fashion cultures that have broken through is countless.
The sensitivity of Shibuya's youth, who keenly sense the air of the times and combine it with the latest fashion, is high-level and always full of power that seems to open up a new world. So from here, I'll deliver a hot Shibuya guide from a fashion perspective!
Shibuya 109
Since its birth in 1979, "Shibuya 109" has boasted an unshakable position as a landmark of Shibuya and a fashion mecca for young women in their teens and twenties. Affectionately known as "Marukyu," it's a commercial facility that constantly creates new trends.
It's an unmissable spot for fashion lovers, visited not only by domestic but also international artists, fashion models, and Instagrammers. It gathers popular ladies' brands that are regulars at "TOKYO GIRLS COLLECTION," Japan's most talked-about fashion festival, such as MOUSSY, SLY, EMODA, and dazzlin.
Real clothes that can enjoy various moods are lined up, from girly tastes that fulfill Kawaii, feminine and supple attire, sophisticated adult mode, to casual that highlights individuality. Coming here gives you the best understanding of the trends and tendencies of current Japanese youth fashion, like a textbook of style.
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・Address: 2-29-1 Dogenzaka, Shibuya-ku, Tokyo
・Access: Immediately from Exit A2 of JR, Tokyu, Keio, Tokyo Metro Shibuya Station
・Closed: Open daily
・Phone: 03-3477-5111
・Hours: 10:00-21:00 (Some restaurants until 22:00)
・Official website: https://www.shibuya109.jp/
MAGNET by SHIBUYA 109
Source: TripAdvisor
While Shibuya 109 is positioned as a specialist in women's fashion, "MAGNET by SHIBUYA 109" is a facility with a strong cultural color that men can enjoy too.
Originally focused on men's fashion as "109MEN'S," it was reborn in 2018 as a cultural hub where you can enjoy everything from sundries to food, music, and art in a genre-less manner.
You can experience Japan's representative pop culture in real life, such as the official goods shop of the world-famous anime "ONE PIECE" and the specialty store of the cat character "HELLO KITTY," which will celebrate its 50th anniversary in 2024 and is loved across generations.
And on the rooftop "MAG's PARK," you can enjoy a panoramic view of the Scramble Crossing and the area around Shibuya Station directly below your feet. It's also an event space where mini-lives by girl idols are regularly held.
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・Address: 1-23-10 Jinnan, Shibuya-ku, Tokyo
・Access: 1 minute walk from Exit A12 of JR, Tokyu, Keio, Tokyo Metro Shibuya Station
・Closed: January 1
・Phone: 03-3477-5111
・Hours: 10:00-21:00
・Official website: https://magnetbyshibuya109.jp/
Shibuya Hikarie
"Shibuya Hikarie," which opened in 2012, was the forerunner of Shibuya's large-scale development project. In addition to one of Japan's largest theaters and event halls, about 200 stores are concentrated on the shopping floors from B3 to 5F.
It sells high-quality daily wear, sundries, and beauty goods mainly targeting women in their 30s. Here, in addition to domestic and international brand shops popular among working women such as "MARGARET HOWELL" and "Mila Owen," there are many select shops leading Japan's fashion world such as "UNITED ARROWS WOMEN'S STORE" and "GALLARDAGALANTE," carefully selecting quality items that should be loved for a long time.
It's also attracting attention as a trend source where you can always touch the latest information, such as hosting fashion shows and exhibitions gathering next-generation brands from around the world.
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・Address: 2-21-1 Shibuya, Shibuya-ku, Tokyo
・Access: Directly connected to JR and Keio Inokashira Line "Shibuya Station" by 2F connecting passage, Tokyo Metro Ginza Line "Shibuya Station" on 1F, Exit B5 of Tokyu Toyoko Line, Den-en-toshi Line, Tokyo Metro Hanzomon Line, and Fukutoshin Line "Shibuya Station"
・Closed: Irregular
・Phone: 03-5468-5892
・Hours: 11:00 - 21:00 (Until 20:00 on Sundays and holidays, cafes & restaurants until 23:00)
・Official website: https://www.hikarie.jp/
Shibuya MODI
Source: Official website
"Shibuya MODI" is a new complex building born from the "Marui" group, which operates fashion commercial facilities throughout Japan. With "Book & Culture" as its core, it provides various contents such as shopping + play and relaxation.
It's full of spots where you can enjoy while relaxing, including "HMV&BOOKS SHIBUYA," a complex shop that develops events centered on books, music, videos, and sundries, "RAINBOW," a slightly stylish karaoke shop reminiscent of New York and Brooklyn, and "Henna Cafe" where robots brew authentic drip coffee.
If you're an anime fan, you should also check out "Marui no Anime," an anime-related event space held by Marui.
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・Address: 1-12-20 Jinnan, Shibuya-ku, Tokyo
・Access: 5 minutes walk from Exit A6c of JR, Tokyu, Keio, Tokyo Metro Shibuya Station
・Closed: Irregular
・Phone: 03-3464-0101
・Hours: 11:00-20:00
・Official website: https://www.0101.co.jp/721/
Shibuya PARCO
Source: Official website
"Shibuya PARCO," which opened in 1973, has left numerous achievements as a source of diverse culture, not just as a shopping facility, but also by successively launching theaters, museums, galleries, and live houses.
It's also famous for working on environmental improvements in Shibuya, and can be said to be a pioneer that built the base for creating the stylish town of Shibuya.
The current Shibuya PARCO was greatly reborn in 2023 following its renewal in 2019. World luxury brands "JIL SANDER" and "BURBERRY" have newly joined, creating a high-end world view along with existing stores of "GUCCI," "LOEWE," and "THOM BROWNE."
It also covers digital content and subcultures such as games, manga, and esports. Please experience the PARCO world that has always led the fashion and art scene in total.
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・Address: 15-1 Udagawa-cho, Shibuya-ku, Tokyo
・Access: 4 minutes walk from Exit A2 of JR, Tokyu, Keio, Tokyo Metro Shibuya Station
・Closed: Irregular
・Phone: 03-3464-5111
・Hours: 11:00-21:00 (Restaurants until 23:00)
・Official website: https://shibuya.parco.jp/
Shibuchika
Source: Official website
"SHIBUCHIKA," located underground right below the Scramble Crossing, was born in 1957 and is an underground shopping street loved by locals for nearly 70 years. It connects JR, Tokyu, and Tokyo Metro lines underground, and is very useful for moving around the complex Shibuya Station area.
It was redeveloped in 2021 and reborn in a modern style, but shops that have continued since its opening are still present. The atmosphere of the old Japanese shopping street remains, giving you a nostalgic feeling.
Here, my shopping routine is to browse around accessory shops and then take a break at the long-established coffee shop "Coffee Workshop Ariizumi Tobacco Shop Main Store," drinking freshly ground coffee. The shop is also popular among smokers for its wide selection of cigarettes and cigars.
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・Address: 2-2-1 Dogenzaka, Shibuya-ku, Tokyo
・Access: Directly connected underground to JR, Tokyu, Keio, Tokyo Metro Shibuya Station
・Closed: Irregular
・Phone: Varies by store
・Hours: 10:00-20:00
・Official website: https://shibuchika.jp/
Tokyu Plaza Shibuya
Source: Official website
"TOKYU PLAZA SHIBUYA" is a shopping building that deliberately targets adults with the theme of clothing, food, housing + health, while the image of "Shibuya = young people's town" is strong.
At "BEAMS JAPAN SHIBUYA," a select shop that curates genre-less from Japanese traditional techniques to subculture with Japan as a keyword, Shibuya souvenirs are also selected.
Other distinctive lineups favored by adults include "Kaneko Megane-ten," a specialty store for Japanese-made eyewear from Sabae City, Fukui Prefecture, known as a production center for glasses, and "Katayama Bunzaburo Shoten," which is popular for small items that modernly arrange traditional tie-dyeing techniques.
If you get a little tired of shopping, head to the rooftop terrace "SHIBU NIWA" on the 17th and 18th floors. Refresh yourself with the lush green space and panoramic views of Shibuya's cityscape.
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・Address: SHIBUYA FUKURAS, 1-2-3 Dogenzaka, Shibuya-ku, Tokyo
・Access: Directly connected to "SHIBUYA FUKURAS Pedestrian Deck" from JR Shibuya Station West Exit connecting passage
・Closed: January 1
・Phone: 03-3464-8109
・Hours: 11:00-20:00 (Restaurants until 23:00)
・Official website: https://shibuya.tokyu-plaza.com/
Areas for Those Who Like Select Shops and Vintage Stores
Shibuya Jinnan Area
The "Jinnan Area," a 5-minute walk north from Shibuya Station, surrounded by Koen-dori and Fire Street, is a stylish neighborhood lined with major select shops, brand shops, and well-known stores known to insiders. Ageless fashionable people gather daily seeking unique styles and items that they don't want to overlap with others.
You can find stores with impressive stylish spaces as well as great selections, such as "STUDIOUS Jinnan Store" which has tatami fitting rooms inspired by tea rooms in a concrete space. There are also many vintage shops, and mixing vintage with modern styles to create original outfits is attracting attention among Japanese youth as a way to express a more unique self.
Shibuya Cat Street
Source: TripAdvisor
Lastly, I introduce "Shibuya Cat Street," which is also unmissable for fashion lovers. It's a back street one block in from Meiji-dori, which connects Tokyo's two major fashion hubs, Shibuya and Harajuku. Countless shops line up along this approximately 1km long old walkway, making it a major spot representing Japanese fashion streets.
The street is always wrapped in powerful enthusiasm, with authentic brands and unique vintage shops gathering, such as Levi's flagship shop and Paul Smith's first street-level store in Japan. In recent years, sports and outdoor brands from around the world like adidas, PUMA, and Swiss brand "On" have also increased, making it possible to enjoy the current sports mix style.
If you are interested in Shopping in Shibuya, check the article below! I summarized in more details and how I felt there.
Eri