Dokusha Models: Japan’s “Amateur” Fashion Elite

06.November.2015 | FASHION / FEATURES

Popular dokumo: Anna Yano, Ayumi Seto, Natsume Mito, Shiho Takechi (from left)

 

When you hear the word “model” – they seem a little out of your reach, but here in Japan, we’ve got a sub-genre of models that make you think different: dokusha models (the term is shortened to “dokumo” and groups those who are readers of a certain magazine).

Although”dokumo” are considered amateur models, who only score a tiny square spread on magazines, in recent years “dokumo”s have been actively pursuing their career on TV, online as well as various other media outlets. In fact, “dokumo” are now being idolized more than ever before. But who are they exactly?

 

Ayumi Seto has produced her own brand “Aymmy in the batty girls”

 

Defining the “dokumo”

Usually “dokumo”s are the ones you find demonstrating ways to own the latest makeup, providing you with ideas of your day-to-day outfits, etc. Most of them are usually girls (although there are male dokumos as well), and you can now rarely find magazines without dokumos championing the latest fashion.

Dokumos range anywhere from students to office employees who want to dabble into the entertainment industry whilst having a normal life of their own on the side. So how did these dokumos climb the road to stardom? How they won the ticket in varies from one another, but one common way they get in is by being scouted on the streets, being asked for permission whether it’s okay to snap a picture of them as a portion of their “street snap” section. Those who are interested can also apply by flipping to the end pages of the magazine where you can apply to become one on your own.

 

AMIAYA are models/artists that are now loved all over the world

 

Keeping an eye out for the unique fashion

There’s no doubt that the popularity of dokumo has been setting a cultural agenda – though they only appeared on smaller portions of the magazine a couple of years back, now they seem they’ve won the spotlight. You can find books where dokumo introduce their make up techniques line the stands at book stores, as well as books where the dokumo’s sneak a peek into their private lives.

Trends are also being sprung by dokumos. “Aomoji-kei” is a general term that rounds up the fashion you see on the streets of Harajuku, but the ones who lit the trend fire were Rina Tanaka, Fumiko Aoyagi, Ayumi Seto – all of which are “dokumo.” Natsume Mito has also bred the trend, and has now gained massive popularity for her signature look where she dons the “short bangs” that has been cut up above her eyebrows.

What keeps these dokumos interesting is that they don’t pull the brakes with just the modeling. If there’s an opportunity, they’ll act, they’ll sing, they’ll produce their own-branded items; realizing infinite possibilities, keeping fans amused at for their next step. They’ll obviously loved for their looks, but they’ve got a sheer sense of charisma which have propelled the whole sub-genre into one big movement.

Dokumo may be the next star that goes up the ladder

 

Why are they so popular?

Yet you’re still wondering how they’ve earned so much freedom in pursuing not only a modeling career but an acting career, a singing career and becoming a brand producer – sometimes being in charge of all four for the exceptionally talented – when they used to be hidden in the corners of magazines. You may even question whether they’re actually the same as models who’ve landed exclusive contracts with highly-acclaimed magazines.

Here, the huge difference perceived from the reader’s perspective is that the “dokumo”s are a lot more within reach. If you idolize an actress or a model – all you can do is wait for the next time they appear on TV or on your favorite magazine, but with “dokumo”s, you’ve frequently got opportunities to meet with them.

Career-wise, they lead similar lives to those around you – it’s not rare to find them working at clothing stores, cafes, etc. They definitely feel a lot more within reach when you see them going on tasks that you could otherwise be doing. This may be another explanation as to why “dokumo”s have become so popular.

It’s incredible to see those who were initially “dokumo”s to propel into stardom, and lead a life as an international-acclaimed artist or even an actress at that. Kyary Pamyu Pamyu, who represents the “kawaii” culture the world has come familiar with, was also a dokumo to start. What can we say? Once you’re on the modeling grid, you’re a slept on gem ripe for discovery. Be sure to keep an eye out for the Harajuku-based “dokumo”s because who knows when they’ll soar into becoming worldly-loved starlets?

Writer:MoMo(SHUTTER)

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