Hairdressing in japan: trends and treatments

Think of Japan and you think of a fast-moving, futuristic place; somewhere ahead of the game in new technology and developments. In terms of fashion, Japan is most well-known for its quirky street style trends, particularly those emanating from the Tokyo districts such as Harajuku. The importance of fashion is something which Hide Saiga, Toni & Guy international art director, sees in the country’s culture. “There are so many fashion magazines available – at least 80 – and these explore the many different looks popular in the country,” he says. “Japan has a multifaceted culture and this is recognisable in the trends we see over here. Anything and everything goes really.” As well as Tokyo street style, Hide says catwalk trends are very influential in Japan. This is something Nathan Walker, international technical director for Trevor Sorbie, noticed on his recent trip to the country. “London, New York, Milan and Paris seem to be big influences, but with a Japanese re-work,” says Nathan. “The Japanese are also able to lead trends, as the development of new products is big business over here. They are at the cutting edge of texture change, for example.” It is this love of playing with texture that means strong hold gel has always been the bestseller in the Japanese men’s market, according to Hide. For women, perming is a popular option - “the national average for perming is around 20% in Japan, whereas in the UK it is much less,” reveals Hide. “As well as this, treatments and head spas are very popular in Japan, with prices easily becoming more expensive than haircuts.” While there is a wild and wacky element to Japanese hairstyling, traditional looks are also in high demand. "Many people here are conservative with their look," says Shogo Kuw of Fabric salon (pictured below). "There is a tendency among many Japanese people to not want too much individuality - they don't necessarily want everyone to look at them." Shogo, who worked for UK salon Sanrizz before heading back to his native Japan, says long hair is very popular in the country. "Broadly popular is long or medium length hair which is curled or waved, either with a permanent perm or using irons. Not that many women here have short hair. Very few people will leave their hair just straight - I find that ironic because in European countries, long, straight hair is considered very desirable!"