The production company Cut has made a name for itself by creating videos that look back at the history of beauty in various countries, including China, Ethiopia, Brazil and Germany. The videos show the different hairstyles, fashion and makeup that each decade was known for, with one model trying on all of the looks.
Now Cut has focused its lens on Japan by showing the dramatic changes Japanese women have gone through in the past century — ranging from the classic white makeup and big hair from 1910 to modern day kawaii style — all in 103 seconds.
To show how accurate their looks are, Cut posted their throwback inspirations on Pinterest and explained them in a behind-the-scenes video.
At the end of the Meiji Period, nihongami (traditional bundled hairstyle) was still popular but was mixed with the pompadour look that many women were wearing at the time in Europe. In terms of makeup, ochoboguchi (small lip) style was preferred as women only painted inside their natural lip line.
Magazines started dictating fashion in the ’20s as wavy, permed hair became the standard look. Many women chose a mimikakushi (hidden ear) haircut with a stylish clip.
In the 1930s, Japanese women embraced the international “modern girl” look, including bob haircuts and fitted hats. The hair became so synonymous with the “modern girl” lifestyle that the cut is referred to as moga (a portmanteau of modan gaaru, or modern girl).
During WWII, Japanese citizens were expected to rebuke Western influences and go back to traditional Japanese ways, including fashion. Many women wore conservative jugo hair tied back into a bun.
In postwar Japan, people looked to Hollywood and entertainment for inspiration, including many American actresses. One of the looks of the day is named the Machiko maki, named after the main character from the radio drama “Kimi no Na Ha.” Think of it as the Rachel of the 1950s.
The ’60s was all about big eyes and big accessories. Cut was inspired by Chiyo Okumura, a famous pop singer at the time whose look influenced many.
Sayoko Yamaguchi was one of the biggest stars, not just in Japan, but in the world during the 1970s. The supermodel was found in many magazines where she showed off her unique style and iconic bangs.
During the economic boom of the 1980s, many girls wanted to look as cute and innocent as Seiko Matsuda, a hugely popular singer and one of Japan’s ultimate idols. Seiko-chan’s feathered hair was so ingrained into mainstream culture that it even has its own Wikipedia page.
Longer, curly hair became more popular as women in the 1990s were less interested in looking simple and cute.
On the other end of the ’90s spectrum, ganguro style swept through the streets of Tokyo. Ignoring all past trends and social standards, ganguro embraced tan skin, defining makeup, and outrageous nails and accessories. If you want to witness the look for yourself, you can visit the Ganguro Cafe in Shibuya.
During the recession, women tamed things down and chose a more girl-next-door approach. Cut chose a look worn by popular model Yuri Ebihara. Again, her wavy hair became so popular that people went to salons asking for the Ebi-chan maki.
While some women started dressing more simply, other women decided to go with an over-the-top agejo appearance. Agejo refers to the women who dressed like the models in Koakuma Ageha magazine, which at one point was selling 300,00 copies a month. The style brings together big hair and pale makeup that borders the line between fashionable and sultry.
Current women are dressing even more effortlessly than before. Iyashikei (therapeutic) style is trending with girls who want to come off as loving and motherly by wearing yurufuwa perms and more natural makeup.
While mainstream women are going back to basics, decora girls are picking up the slack — along with anything else they can find. The Harajuku subculture likes to put on as many colorful clips, rings and stickers as their face can handle to balance out the drab days at school and in the office.
You can see more videos from Cut on their YouTube page.