Customer Reviews

Wearing Ideology: State, Schooling and Self-Presentation in Japan (Dress, Body, Culture)

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McVeigh examines how clothing in Japan, specifically the uniform, acts both as social control and socializing mechanism, and also functions as a site for protest and differentiation. Along with the first part, which deals mainly with uniforms, there's also fascinating discussion of Japan's "cult of cuteness", an aesthetic which is fundamentally Japanese and which ranges from Hello Kitty to hardcore .... Did you know that some Japanese schoolgirls actually choose their schools based on how "cute" the school uniform is? Too much. Cool book.

A very detailed book about uniforms in Japan, with major focus on school uniforms, but the book also deals with post-school uniforms in the work place and even in the home. Lots of examples and a solid foundation set on past studies, books and surveys. The author also shows the anti-uniform culture, which sometimes ends up being just as uniform. Formal uniforms vs. the cult of playful kawaisa (cuteness).
Really interesting, seeming to follow the changes within the life of the Japanese, from school uniforms, to the college rest period (where you wear whatever you want), to the uniform (and job)they will be wearing the rest of their life.