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Meet the editor of a new Japanese street style magazine
Before starting The COMM, Choom had her doubts about the way English media describe Japanese street fashion. “At the time, most of the articles written in English would make fun of Japanese fashion by defining it as ‘weird’ or ‘crazy’, thus spreading antiquated stereotypes,” she says. “My first motivation for wanting to start a new media [platform] was born from the anger towards western media.”
In her third year of university, Choom moved from London to Tokyo and started working as a staff member for Harajuku’s “6%DOKIDOKI.” At the same time, fashion magazines like FRUiTS and KERA started featuring her in their articles. “The people I met at the time were all very creative and fashionable, which helped me develop my creative power,” she says. “It was like a dream come true.”
When Japanese pop street fashion gained popularity all over the world, the word “kawaii” started spreading and became a globally recognized concept, which now includes a vast amount of different meanings. “Something that you want to keep staring at,” as Choom defines it. “‘Kawaii’ is what you think when you see something adorable. ‘Kawaii’ isn’t about fashion; it’s a feeling.”
Kawaii permeates The COMM, the online Japanese street fashion magazine that Choom heads up (in addition to her day jobs as a creative director, stylist, and event manager). One of the defining characteristics of the site is that every piece of content is translated into six different languages, including, of course, Japanese and English, but also French, German, Italian, and Spanish.
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