This project explores the Japanese subculture and music genre of Visual Kei through the lens of a fashion story, presented here are a series of images depicting three fictional bands encapsulating different aesthetics in the world of Visual Kei.

A movement birthed out of 1980s Japan, Visual Kei peaked in popularity during the mid 2000’s Myspace era, heavily influencing the emo, scene and pop punk subcultures of which we are seeing a resurgence of today - in both Gen Z music and fashion.
Its contribution towards inspiring these generations should be neither underestimated or forgotten. Through largely androgynous fashion, and without being overtly camp, Visual Kei introduced Japan to a new breed of flamboyant, often sexually ambiguous bands that were almost exclusively male.
The subculture served as an explicit way to shirk social conformity and explore individuality, with a general acceptance of androgyny within the movement itself.

The explosive discussion on forums during the 90s and noughties about the bands’ ‘gender bending’ only added to their commercial success. Their controversial style came at a time when most people didn't possess the language around gender identity, and transgender awareness was nothing like it is today. Two camps of Visual Kei fandom formed - those who were encouraged by their musical idols to explore their gender identity and those adamant that the genre had absolutely nothing to do with gender or sexuality.