─ Spanish version on my profile / Version en español en mi perfil

 

It's time to talk about this topic...

The topic is...

FASHION

obviously about alt + harajuku + jfashion fashion

including what it implies to be inside the community,

the ''basic community'' and the bullying/hate from that community

towards the alt community!

AND MUCH MORE!

first of all...

WHAT'S ALTERNATIVE FASHION?

Alternative fashion, also known as alt fashion, is a movement that encompasses all forms of dressing and designing that deviate from the predominant commercial currents or better said ''the basic''. More than a simple aesthetic, it defines itself as an attitude of visual resistance and a tool of self-expression that prioritizes the identity of each one before massive social acceptance.

The history of alternative fashion begins to brew in the 50s, when the Beatniks and the Greasers decided that they no longer wanted to look like their parents; the first ones adopted black and berets as a uniform of intellectual protest, while the second ones converted leather jackets and denim into symbols of street rebellion.

Upon arriving at the 60s, the British youth promoted the Mod movement, introducing geometric silhouettes and an urban aesthetic that challenged traditional formality, while in the United States the Hippies revolutionized the landscape with the use of artisanal fabrics and psychedelic motifs as a rejection of industrial consumerism.

However, the true turning point occurred in the 70s with the explosion of Punk, which imposed the "do it yourself" (DIY) philosophy using torn clothes and safety pins to attack established values, laying the foundations of modern alternative fashion as a form of political provocation.

Entering the 80s, this darkness evolved towards the Gothic movement, which looked towards Victorian romanticism and the macabre to move away from the bright aesthetic of television, while New Wave experimented with neon colors and synthetic fabrics.

In the 90s, alternative fashion took a turn towards "anti-glamour" with Grunge, where flannel shirts and combat boots became the uniform of a generation that despised luxury.

With the arrival of the 21st Century, history stopped being written in the streets to move to the internet;

the era of Tumblr in the 2010s rescued the vintage and the "indie sleaze".

Until reaching the actuality of the 2020s, where platforms like TikTok have created global aesthetics like E-style, consolidating alternative fashion not as a passing trend, but as a visual language of resistance that uses recycling and one's own identity to fight against the homogeneity of the mass market.

WHAT'S HARAJUKU? 

Harajuku is a district in the neighborhood of Shibuya, Tokyo, recognized worldwide as the epicenter of urban fashion and Japanese alternative culture.

More than a unique style, Harajuku is a space of creative freedom where multiple subcultures coexist that challenge the traditional social and aesthetic norms of Japan.

The phenomenon began to brew after the 1964 Olympic Games, when young designers and artists settled in the area, opening stores with innovative proposals.

In the 70s, Takeshita Street became the main meeting point, consolidating in the 80s as a fashion center where teenagers mixed traditional Japanese clothing with Western elements.

Its international fame exploded in the decade of the 90s and 2000, thanks to the diffusion of kawaii culture and the attention of celebrities like Gwen Stefani.

STYLES AND SUBCULTURES

Harajuku does not describe a concrete way of dressing, but rather the conglomeration of diverse styles. Some of the most iconic include:

Lolita: Based on Victorian and Rococo fashion, with voluminous dresses, lace, and an antique doll aesthetic.

Decora: Characterized by the extreme excess of accessories, neon colors, stickers on the face, and multiple layers of clothing.

Visual Kei: Influenced by Japanese rock, it uses dramatic makeup, elaborate hairstyles, and dark or punk elements.

Cyber: A futuristic aesthetic that mixes neons, synthetic materials, and technological accessories.

Fairy Kei: A pastel style inspired by toys and cartoons from the 80s, with soft tones and infantile motifs. 

J-FASHION

To understand it quickly: J-Fashion is the "everything" and Harajuku is the "where".

J-Fashion (Japanese Fashion) is the term that encompasses all the fashion produced in Japan.

This includes everything from the high couture of designers like Issey Miyake, passing through the casual clothing you would see in a Tokyo office, to the craziest subcultures.

It is a category of national origin, the same as you would say "Italian fashion" or "French fashion".

Even so, it is used by people who wear Japanese alternative fashion, calling themselves ''J-Fashion'', this is correct.

Why are they not the same?

Geography vs. Concept: The style of Harajuku is a phenomenon localized in a specific neighborhood of Shibuya. It is the laboratory where alternative trends are born. J-Fashion, on the other hand, also covers other styles from other neighborhoods, like the elegant style of Ginza or the vintage vibe of Shimokitazawa.

The "Normal" vs. The "Rare": Much of J-Fashion is minimalist and sober (think of brands like Uniqlo). Harajuku is only the tip of the iceberg, the loudest and most colorful part that became famous in the West for its eccentricity, but it does not represent how the average Japanese person dresses.

Subcultures outside the neighborhood: There are J-Fashion styles that were not born in nor belong exclusively to Harajuku. For example, the Gyaru style (with its tanned skin and bleached hair) had its temple in the Shibuya 109 building, which is in another area of Shibuya with a totally different vibe.

Evolution: While J-Fashion follows global and market trends, Harajuku is based on pure self-expression. In Harajuku you can see someone dressed as "Decora" (with a thousand clips in their hair) just for art, while commercial J-Fashion seeks to sell millions of basic garments.

Harajuku is to J-Fashion what Punk is to English fashion;

an iconic and rebellious part, but not the totality of what is worn in the country.

THE ''CORE(s)''

The "core" (fwhich means nucleus or essence) in aesthetic terms, are micro-aesthetics or visual niches that go viral rapidly on the internet, mainly on TikTok, Instagram, and Pinterest.

Unlike traditional subcultures (such as Punk or Goth), which last decades and have a political or musical ideology behind them, "cores" usually are based purely on visual aesthetics and can last only a few months.

Anything can be core, many ''aesthetics'' have gone viral such as MEATCORE (aesthetic based on raw meat), WEIRDCORE (aesthetic based on the strange, liminal spaces) and one of the most popular CUTECORE (considered ''racist'', and simply is kawaii).

As I said before, anything can be core, ''dogcore'' ''bluecore'' ''emojicore'' ''webcore''...

Anything, word, series, character, print, and even an aesthetic itself can be ''core''.

It is not a fashion as such, only visual aesthetics although from several, fashion styles have emerged, just as people who like a ''core'' adapt them to their real clothing/aesthetic. They are not subcultures, nor do they have history (at least ''important'') nor long duration as previously mentioned Punk.

THE ''BASIC COMMUNITY''

The Basic Fashion Community (or basic fashion community) is a movement that, although it seems the opposite of alternative fashion, functions under a similar logic of identity: it is based on extreme minimalism and functionality.

Unlike the boring "basic" that we all know, this community elevates simple garments to a category of curated and conscious style. Here I explain its pillars to you:

The "Curated Basics" concept

It is not about buying just any white t-shirt. This community focuses on quality, cut, and structure. They look for the "perfect garment": the t-shirt with the exact weight, the pants with the ideal drape, or the sweatshirt that maintains its shape. It is an obsession for the technical perfection of the simple.

Normcore: The origin

Much of this movement comes from Normcore (a "core" that emerged around 2014). Its philosophy is "to free oneself through uniformity." Instead of trying to stand out with something extravagant, they choose to go unnoticed with clothes so normal that it becomes a statement of intent. It is the style of figures like Steve Jobs or the "90s father" look.

Quiet Luxury (Lujo Silencioso)

It is the most recent and high-end version of this community. It is based on using extremely expensive brands (like Loro Piana or The Row) that do not have logos. Only those who know about fashion recognize the quality of the fabric. It is a form of status that flees from ostentation.

Sustainability and the "Capsule Wardrobe"

This community is very linked to the concept of the capsule wardrobe. The idea is to have very few garments (about 30 or 40) that all combine with each other. They prioritize ethical and durable brands over fast fashion, under the motto of "buying less, but better."

''BASIC COMMUNITY'' VS  ''ALT COMMUNITY''

This is one of the most tense dynamics in current social networks (especially on TikTok and Twitter), where a kind of "aesthetic culture war" is waged.

The conflict arises because both groups have totally opposite philosophies of life about what it means to dress well:

The origin of the conflict: Uniformity or Expression?

The Basic Community (or those who follow the Clean Girl aesthetic and Quiet Luxury) values neatness, symmetry, and status through simplicity. For some members of this community, what is "Alt" (alternative) is perceived as something dirty, messy, or "a costume."

On the other hand, the Alt Community sees the basic as a lack of personality or a total surrender to consumerism and the rules of the system.

The "poser" phenomenon

Many attacks occur when a garment that was born in an alternative subculture (such as Dr. Martens boots, chains, or wide pants) becomes a trend among basic people.

Attack from the Basics: They mock the alternatives calling them "weird" or "edgy" (pretentious), until the trend becomes massive.

Attack from the Alternatives: They accuse the basics of "stealing their style" without understanding the musical or political meaning behind it (the famous "name three songs from the band on your t-shirt").

"Pick Me Girls" and social pressure

On networks, the attacks usually use derogatory terms. The "basics" sometimes accuse the "alt" of desperately wanting to call attention (pick me behavior), while the "alt" criticize the "basics" for being "NPCs," suggesting that they do not have their own thought and only follow algorithms.

The current paradox

The ironic thing is that, due to the speed of the internet, alternative fashion is becoming basic. Nowadays it is very common to see people who consider themselves "basic" wearing elements that before were purely gothic or punk. This has diluted the borders and has made the attacks more a question of attitude and belonging to a group than of the clothes themselves.

In summary: the attacks are a struggle for aesthetic moral superiority. Some defend "normality" as a synonym for success and order, while the others defend "rarity" as a synonym for authenticity and art.

CANIS 

- the things mentioned here are not a direct attack on the people who dress or are part of the CANI community, it is only to inform about the still present conflict in Spain regarding the attack towards the ALT by the canis and MDLR and similar communities.

This is a very specific social dynamic of Spain that mixes social classes, rivalry of "urban tribes," and the clash between the traditional (castizo) and the globalized.

The origin of the conflict: The street vs. Internet

The hatred of the Canis (and the Chonis) towards the Alt is not only because of the clothes, it is a clash of codes. For the traditional cani, masculinity and group belonging are based on toughness, the street, and sports brands (or luxury imitations). The Alt, which tends to be more experimental, androgynous, or "weird," is seen by them as a weakness or a lack of respect for "the normal."

The wildcard insult: "Otaku" and "Oniichan"

The curious thing in Spain is that the insult has evolved. Before, anyone who dressed weird was called "friki," but with the explosion of anime and TikTok, the terms have changed:

"Otaku" as contempt: It doesn't matter if you listen to post-punk, you are goth, or you simply have colored hair; for a cani, if you don't dress with a tracksuit or branded skinny jeans, you are a "fucking otaku." It is used to infantilize the other and take away their authority.

The shout of "Oniichan!": It has become the definitive mockery in the street. They use it to ridicule the kawaii aesthetic or Japanese influence (very common in J-Fashion).

Why so much hate? (The background)

Rejection of difference: The cani environment tends to be very homogeneous. Any aesthetic rupture (painted nails on boys, huge platforms, dark makeup) is perceived as a threat to the "norm."

Inverted classism: Sometimes, the "Alt" is associated with people with access to the internet, global culture, or even "daddy's boys" or "losers" (it depends on how they see you or who you are) who play at being rebels. The cani vindicates their "neighborhood" against what they consider an imported and artificial fashion.

The Alt response:

In recent years, the alternative community has responded with irony. Many have "reappropriated" the insults, calling themselves otakus with pride or using the cani aesthetic (such as Choni-core or Neo-bakala) to mix it with alternative elements, thus confusing their own "enemies."

In Spain, this confrontation is basically the "classic" of urban tribes: the tradition of the neighborhood against the vanguard of the internet.

FAST FASHION

This is one of the most controversial and "taboo" topics within the community. It is a constant love-hate relationship that generates a lot of guilt and debate on social networks.

The conflict is summarized in a contradiction: the alternative ideology says "death to the system," but the pocket says "Shein is the only thing I can pay for."

Why this phenomenon occurs and the two sides of the coin:

In theory, being Alt should be synonymous with ethics and sustainability for three main reasons:

Anti-consumerism: Alternative fashion is born as a rejection of the masses. Buying at Zara or Shein is, technically, feeding the "monster" from which you are trying to escape.

Unique identity: If you buy a corset in an ultra-fast fashion store, there will be another 50,000 people with the same corset. The exclusivity of "I am different" is lost.

Appropriation: The community hates that big brands steal gothic or punk aesthetics (which cost years of social marginalization) to sell them as a passing trend of 15€.

The uncomfortable reality: Why does 50% use it?

Despite the previous discourse, the presence of brands like Shein (ROMWE), Cider, or AliExpress is massive in the hauls of alternative people. Why?

Economic accessibility: "Authentic" alternative fashion is very expensive. An independent design or ethical gothic brand (like Nocturne or local artisans) can charge 100€ for a dress. For a teenager or a student, fast fashion is the only way of entry to the aesthetic.

Size inclusion: Historically, niche alternative brands have been very limited with sizing. Fast fashion was the first to offer "dark" or "weird" clothing for plus size bodies.

The trap of the algorithm: The "cores" (like Goblincore or Cyber-y2k) change so fast that people feel they cannot wait to look in second-hand stores; they need the look now to upload the video to TikTok.

"Classism" in the debate

Here enters a critical point: often, those who most criticize the use of fast fashion in the alt community are people with economic privilege.

The person who buys at Shein is criticized, but it is not taken into account that not everyone has good second-hand stores (thrift stores) nearby, nor the money to pay for design brands.

This creates a hierarchy of "Who is more Alt": the one who has money to buy ethical brands vs. the one who has to manage with what is cheap.

The middle point: DIY and Resale

To try to resolve this hypocrisy, the community is promoting solutions that are neither fast fashion nor ultra-expensive:

Vinted/Depop/Wallapop: It has become the main battlefield. Buying fast-brand clothes but second-hand to not generate new waste.

Customization: Buying a basic and cheap garment but adding studs, patches, or dyeing it. It is a way to "clean" the origin of the garment through personal effort.

In conclusion: A systemic hypocrisy exists. The community loves the aesthetic that fast fashion facilitates, but hates the ethics of those companies. It is a struggle between the immediate aesthetic desire and the political values of the movement.

FAST FASHION IN THE J-FASHION

It is fascinating how in the world of J-Fashion (Japanese fashion) a "white glove" phenomenon occurs: brands like Liz Lisa, Ank Rouge, or Angelic Pretty are adored and treated as collector's objects, despite the fact that many operate under dynamics of mass production.

Why these brands escape the fierce criticism that Shein or Dollskill receive, even being part of the industrial gear:

The status of "Designer Brand" vs. Fast Fashion

Brands like Liz Lisa (emblem of the Gyaru and Himekaji style) or Angelic Pretty (referent of Lolita) have earned a cult status. Although they manufacture in large quantities, they are perceived as original design brands.

The value of own design: Unlike resale stores, these brands have creative directors and illustrators who create exclusive prints. For the community, paying for a Liz Lisa dress is not paying for fabric, it is paying for a piece of art that does not exist elsewhere.

Perceived quality and durability

A real technical difference exists. While fast fashion like Shein uses fabrics that fall apart after three washes, most of these Japanese brands offer:

Technical details: Better quality lace, personalized buttons, and interior linings.

Resale value: A Liz Lisa garment from 10 years ago can be worth more today than when it was new. This creates a circular economy within the community (via Depop or Mercari JP), which softens the guilt of industrial consumption because the clothes "do not end up in the trash."

The "Brand Loyalty" phenomenon

In subcultures like Lolita, the community is extremely strict with replicas.

Buying a cheap copy from AliExpress is socially frowned upon (ita).

It is preferred to save for months to buy a single original garment from Angelic Pretty or Baby, The Stars Shine Bright. This disguises mass consumption under a halo of "ethical collecting," even though the production of the original brand remains industrial.

The accepted lack of transparency

Brands like Ank Rouge, Honey Cinnamon, or DearMyLove (very famous in the Jirai Kei style) do not usually publish sustainability reports or audits of their factories in China or Southeast Asia. However, the community usually "looks the other way" because:

Inaccessibility: They are brands that, outside of Japan, are difficult to get. That difficulty gives them an air of exclusivity that protects them from being labeled as "simple" fast fashion brands.

Aesthetic affinity: The emotional connection with the Kawaii or Elegant aesthetic is so strong that the consumer prioritizes the preservation of the style over production ethics.

Are they really Fast Fashion?

If we use the strict definition (produce fast, cheap, and following trends), brands like Liz Lisa are in a gray zone:

Yes, they are: Because they release constant seasonal collections and produce in mass for shopping centers like Shibuya 109.

No, they don't seem like it: Because their aesthetic is so specific and "timeless" within their niche that they do not feel disposable.

In short, brands like Liz Lisa are the "luxury Fast Fashion" of J-Fashion.

They are loved because they offer an identity that Western fast fashion cannot replicate, and that aesthetic exclusivity acts as a shield against the criticisms that sink other more generalist brands.

WHAT IMPLIES BEING ON THE ALT COMMUNITY?

Being in the Alt community implies much more than "dressing differently"; it is a mix of visual, social, and, often, political commitment.

Although today the internet makes it seem like a simple clothing catalog, belonging to this world carries a series of real implications:

Clothing as a language

For someone alternative, clothes are the first line of communication. It implies accepting that your appearance is going to generate constant reactions.

Signaling: It serves to find "your people" without speaking. Specific platforms or a concrete patch are codes that say: "I consume the same culture as you."

Visual resistance: Being in the community implies choosing not to be "invisible." You accept that people look at you on the subway, that they judge you in a job interview, or that the "canis" shout at you on the street. It is a daily exercise in self-confidence.

The commitment to the search

Being Alt requires time. It is not entering a store and buying the mannequin.

It implies:

Research: Knowing the roots of your style (music, cinema, history, etc...).

Treasure hunting: Spending hours on Vinted, second-hand stores, or flea markets looking for unique pieces that not everyone has.

DIY (Do It Yourself): Being in the community usually implies learning to sew, put on studs, dye clothes, or fix boots with duct tape. The value is in personalization.

The constant ethical conflict

As we were talking before, it implies living in a contradiction. You want to be anti-system and ethical, but sometimes you end up buying from fast-fashion brands because "real" alternative fashion is prohibitive. Being in the community implies participating in eternal debates about cultural appropriation, responsible consumption, and which brands are "real" and which are "posers."

Belonging to a "Chosen Family"

Historically, the Alt community has been a refuge for the marginalized.

It implies:

Safe spaces: Frequenting certain bars, concert halls, or forums where you are not the "weirdo."

Mutual support: Often, these communities are very linked to LGBTQ+ activism, feminism, or mental health. Being Alt usually goes hand in hand with an open and progressive mentality.

The risk of the "poser"

Being inside also has a dark side: the pressure to be "alternative enough."

It implies, sometimes, facing judgments from the community itself if you do not know such-and-such a music group or if your aesthetic is "too commercial."

There is constant surveillance over who is "authentic" and who is only following a TikTok trend.

The evolution of identity

It implies understanding that your aesthetic can change. Many people enter through a "core" and end up discovering a deep subculture. Being in the community is a journey of self-discovery where you use your body as a canvas to test who you are at each stage of your life.

Being in the Alt community is paying a price of social discomfort in exchange for absolute creative freedom. It is deciding that your identity is more important than "fitting in."

THANKS FOR READING UNTIL THE END!

I hope this blog has helped you to learn a little more about alternative fashion.

I repeat; Nowhere is it sought to attack or criticize any community like that of the canis/MDLR, it only seeks to inform about a REAL and CURRENT topic that nowadays continues happening in Spain (and other parts of the world).

ANY ERROR OR MISTAKE comment, I can also be wrong!

BLOGS/SPACEHEY USERS THAT I RECOMMEND:

Juli (gyaru) ─> spanish gal, she has blogs
talking abt gyaru topics and fashion

Alu ─> founder of Star⭐Kitty
(clothes, accesories, art, etc),
and founder of the community
 SWEET KISS
(she has a blog abt that)

IG ACCOUNTS I RECOMEND:
@galici0us 
@harajuku_meet
@vkei_spain
@lalalbbh
@julia_lena7
@sweetkiss_bcn