Cell-phone magazine comes out of the closet

February 16th, 2010 by Felicity Hughes

The cell phone magazine features 20 of Japan's top models

The cell phone magazine features 20 of Japan’s top models

Last week saw the launch of Model Closet magazine’s new cell-phone site. Featuring 20 big-name models from Japan’s fashion world, or more specifically, the fashion world that flourishes on the streets of Shibuya, the site will focus be on “non fiction, real trend,” meaning that most of the clothes featured will be affordable fast fashion. Models such as Muto Shizuka, Aya Hoshi, Ikemegu, Sayaka Araki and Sakurina will appear in their own clothing and give tips to readers on fashion and beauty.

Falling magazine revenues mean that publishers have to find ways of adapting to survive, so setting up sister cell-phone sites is a smart way of tapping into new media, without sacrificing the exclusivity of their content. The rise in popularity of touchscreen phones also means that readers in Japan are more willing to read magazine content on their cell phone. While the jury is still out on e-readers, cell-phone publishing is making great strides.

Chiming with the style of popular Tokyo Girls Collection fashion show, the site features affordable homegrown brands such as Cecil McBee and uses native rather than foreign models. Tokyo Girls Collection has enjoyed huge popularity following this formula and now in its fifth year is still going strong. The next Tokyo Girls Collection event will be held in Yokohama on March 6, followed by an event in Okinawa on April 24. The event prides itself on its non-exclusivity, allowing members of the public to  purchase tickets and gain access that would normally be the preserve of industry insiders at a typical fashion show.

Model Closet cell-phone site also aims to give subscribers the feeling that they’re privy to industry information and will include beauty tips not only from top models but also from makeup and wardrobe artists, so you too can enjoy a head of brilliant orange bouffant hair and diamante talons to boot.

One Response

  1. Ok, i think i will save this for thenext time I’ll have to argue with Frank (friend of mine) about it! I wasn’t wrong 😀


Recent Posts

  • J-blip: Ipsa’s Face Melody

    Every face has a name, a story and . . . a song? That’s the idea behind cosmetic company Ipsa’s newest creation. We should, uh, take it at face value, but the company claims that its Face Melody program can measure the user’s appearance and write a unique tune based on their attributes. The application […]

  • Japan celebrates the GIFs that keep on giving

    GIFs — which stands for graphics interchange format, don’t you know — have made the Internet an even more enjoyable place than before, and we have the receipts to prove it. These digital designs were technological wonders back in the days of AOL and Netscape (Google it, kids). But they eventually went from high-tech animation […]

  • Smart absolutions: Send off your sins with just one click

    The two-step method to purification.

  • Attack of the plant hunters, green carnivores and fleshy girls

    Never promised you a rose garden, but how about a fleshy plant or a stag-horn fern?

  • Make 12th-century art using 21st-century tech

    The Choju-Giga, the famed animal caricature ink paintings displayed Kyoto’s Kozan-ji Temple have been captivating people for centuries. The four scrolls, which date to the 12th and 13th centuries and depict rabbits and monkeys getting into mischief, are often cited as the first manga comics in Japan’s history. Now art lovers can create their own […]

  • Fuji Rock bound? Make sure you survive in style

    A few items that will help you stay dry and happy during Fuji Rock Festival’s unpredictable weather.

  • Pokemon ages ungracefully with middle-aged ‘Ojisan Monsters’

    “Ojimon” is a new mobile game where players can catch middle-aged pocket monsters and make them do their bidding.

  • The new face of Japanese beauty products

    A wise woman once said that beauty is pain, but that doesn’t mean that it has to be boring. With designer face masks, even the simple act of skin moisturizing can become fun. Face masks rose to popularity after the 2011 Korean BB Cream craze. Over the past four years, the “lazy girl” alternative to […]

  • Dominique Ansel caters to Tokyo’s (semi)sweet tooth with cronuts and s’more

    Long queues will mark the spot where Dominique Ansel wil be serving a vast array of creative desserts and, of course, his famed Cronut.

  • Load up YouTube because it’s morphin’ time!

    Summon your Megazord because the Power Rangers are heading to YouTube — and it’s all in Japanese. “Mighty Morphin’ Power Rangers” was a hit children’s show back in the ‘90s that featured campy acting, ridiculous monsters and possibly the best theme song of all time. It was actually based on the long-running “Super Sentai” TV […]