Stanisland Magazine

Why is a Japanese brand’s boring fashion line using white models?

Wait for it! ChillST have done something so unbelievably original, you will wet your pants thinking about it. That’s right, the Japanese fashion brand revealed some rich, original designs (chuckles) that are apparently “pyjamas you’d wear to Harajuku.”

The brand is dropping six unisex apparel pieces, with high-gauge pile yarn knitted T-shirts and shorts, as well as cardigans, and pants. But there’s a caveat, they’re pretty bog standard and utilise low-quality materials.

The designs – which you can likely find similar at your local Uniqlo or H&M – are pitched to us as with marketing speak such as, you’ll be “Wrapped in a cloud,” and that they feature a “Melt-in-your-hand texture,” as well as, “Soft, yet city-styled.”

Hold up, I’ll do the marketing translation here: their so-called street-style pyjamas that are apparently chic (chuckles again) are made from rayon, nylon, and acrylic. You’re basically wrapping yourself up in cheap plastic. Classy!

White Models Used for the Japanese Market

Once again, the clothing line – along with many other East Asian fashion brands – has chosen to feature white models. This trend is wildly out of control, not because they’ve cast talent for a range of products to be sold to the Japanese market, but because there is little (if any) representation for the Asian market itself.

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We’re not the only ones to pick up on this, Nextshark writer, Eliza Romero said:

“The overreliance on white models in Asian fashion campaigns reinforces colonial beauty standards and sidelines Asian representation. This perpetuates a narrative that values whiteness as the ideal, even in markets where the majority of consumers are Asian.”

Whatever their reason is, representation must not be compromised. You cannot alienate one audience for another, especially if you’re selling to a specific demographic. It sucks, and it’s simply simping for the West. You might as well roll over and tell them to spank you while you’re at it.

Climate Concerns

Not only are the designs underwhelming, but the materials used to produce their ‘fresh’ clothing range are a catastrophic environmental minefield. Both nylon and acrylic shed microplastic fibres into wastewater with every wash. These materials cannot be filtered out by water treatment plants, meaning these synthetics will ultimately end up polluting the ocean. They’re synthetic and shed tiny plastic fibres with every wash.

Rayon is another problematic item of concern—it’s a semi-synthetic making it another component that must be swapped out.

Pop-up Store

These swagger jacking pieces will be available from a ChillST pop-up store in Laforet Harajuku, Tokyo, which will run until May 28, 2025, and will retail at the cost of approximately $65 – $182 USD. Yes, you read that right! (Holds head like the scream painting).

ChillST Laforet Harajuku
Laforet Harajuku, 1/F, 1-11-6 Jingumae,
Shibuya-ku, Tokyo, Japan

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