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Japanese men have become beautiful? V-hos-kei is a new men’s fashion genre created by hosts. It’s possible to find Japanese men wearing lady’s clothing in Harajuku, Tokyo. These men however are just those who prefer putting lady’s clothes on because they definitely look good in shape. There are Japanese men who even enjoy wearing some make-up. To be successful in business, it’s inevitable even for men to be good-looking. It can be said that girly men are getting popular in Japan!

There are 3 men who want to be good-looking. Ayukawa-san, a trend setter of latest men’s fashion called “V-hos-kei”, used to be working at a bar. He was one of the most popular hosts (here, “host” in Japanese is different from “host” in English. For your better understandings, please listen to Nandeyanenyo for detailed explanations) in Shinjuku, Tokyo. Ayukawa-san produced a men’s fashion magazine titled “Men’s Spider” with a new concept of “V-hos-kei”. Followings are the characteristics of V-hos-kei fashion.
-“Suji Mori”…is a sort of overloaded hair style for men.
-bling-bling accessories
-natural make-up
“It was masculine type of guys that was popular as a real man, but as herbivore men are getting popular today, it’s required for men to look neat,” according to Ayukawa-san.

Just like many Japanese young girls do, there are some men who use the little tool to make their single eyelid to double. Gorgeously overloaded hairstyle is actually effective to make the face look smaller. And of course, the bling-bling belt is a must item for V-hos-kei appearances.

It looks like some American girls come over to Japan to watch V-hos-kei fashion show. Many young Japanese guys, even an international student from Russia, who want to be a V-hos-kei model visit Ayukawa-san. An university student was selected as a V-hos-kei model among 80 candidates.
V-hos-kei fashion used to be for only hosts and Visual-kei people. But it’s getting popular among students and young Japanese people today.

Since Marc Jacobs appeared with skirt on at Paris Collection, high fashion brands such as John Galliano or Comme Des Garcons Homme Plus released men’s skirts. This movement has spread in Harajuku, Tokyo in no time. But Japanese men like to wear not only skirt but also any lady’s garments. “That’s because lady’s clothing has a beautiful line, and when it’s on, it makes me look very good.” That’s what Takashi-kun says. He’s been a user of lady’s clothing for over 13 years, since he was a middle schooler. His wardrobe is made from 90% of lady’s clothing with 20 pieces of headwear and 30 pieces of belt included. He has come to choose lady’s clothing in order to make his lean body look better. He has purchased another room in the same apartment where he keeps off-season clothing. “Lady’s clothing is more beautiful than ours. It truly expresses the line of our body.” He used to work as a manager of an apparel shop, but he quit it to become a full-time student to a fashion school. His dream is to create clothes for men and women, regardless of difference of gender. He is so thin as to wear 24 inches of jeans!

Nagatani-kun has never tried to get dressed with lady’s clothes, but he says he wants to do that to please his girlfriend. He is also so skinny and so can wear lady’s garments, and even high heels!

Men's department of Isetan Shinjuku opened a cafe lounge over a weekend, and as many as 120 businessmen of their ages between 20s and 50s gathered there. What was that for? They learned how to take care of their skins, using luxurious men’s cosmetics and electronics for beauty.

“It makes me feel that I can enhance myself when I look neat.”
“There are many women at my office, which makes me feel that I have to do something to myself, too!” These are part of opinions from the participants.

33-year-old corporate worker says he wants his wife to pay more attention to him. Hata-san, a professional men’s make-up who learned it in the U.S arranges it into Japanese way. She gives him a make-up, advising, “Don’t make yourself look like wearing make-up. The foundation should be a little bit tanned color, and less amount of concealer is enough. Cut your eyebrows, draw them nicely and make them look smoky with a brush.” Does this look strange? Japanese men’s cosmetics market is 116.4 billion yen. It’s no wonder there is a company seriously repeating trial and error to create the best foundation for men to use.

Kirin’s opinion:
How did you like these metrosexual guys? As for me, I still like masculine type of men, as a boyfriend. But just as friends, it maybe fun to shop around with this sort of guy. They are not gay, but I’m sure they have understandings and good opinions at shopping. As for make-up things… is it necessary for men to wear foundation? In my opinion, just making the face clean with treatment for pimples or clogged pores and maybe fixing eyebrows a little bit is good enough for men. Face is well tanned with such colored foundation while hands are white? That’s unnatural! What did you think?

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