Joshikosei / school girl crowd as Ginza

In the latter half of the 1990s, joshi kosei (high school girls) are the undisputed trend leaders. High school uniforms throughout Tokyo undergo a redesign, with boys wearing blazers instead of the more traditional gakuran uniform and girls’ sailor outfit uniforms transforming into blazers and pleated skirts. This boosts awareness of fashion as part of everyday life.