FanimeCon J-Fashion

J-Fashion describes the alternative fashion subculture movement popularized in the Harajuku neighborhood in Tokyo, Japan in the 1990s. As a collective countercultural rebellion against standard fashion trends, participants can assume many varied aesthetics, ranging from edgy and dark, soft and feminine, to colorful and grandiose. Nowadays, J-Fashion is a worldwide phenomenon enjoyed by enthusiasts everywhere. Join us for all things J-Fashion, including workshops, community events, contests, fashion shows, and the J-Fashion Market!


Fashion Show Information

Elegant Fashion Show

The Elegant Fashion Show includes styles such as lolita fashion, EGA, ouji, and otome. Taking inspiration from historical fashion of all periods, these styles incorporate intricate garment details, luxurious textiles, and a maximalist design aesthetic to create clothing with a cultivated air of decadence.

Pop Fashion Show

The Pop! Fashion Show includes styles such as fairy kei, decora, gyaru, menhera, mori kei and wafuku. Whether it’s cozy forest vibes, bright pops of color and a pile of accessories, or a modern twist on traditional Japanese garb, these styles are united by the pursuit of individual creativity and expression through clothing.

Please check back later for information about our participating designers.

Fashion Show Times

Pop! Fashion Show: Saturday, 2:00 pm – 4:00 pm
Elegant Fashion Show: Sunday, 2:00 pm – 4:00 pm

Designer Applications

For information about fashion show designer applications, click here

Model Applications

For information about applying as a fashion show model, click here.


J-Fashion Market Information

Come visit our J-Fashion Market to shop for J-Fashion garments and accessories! 

Please check back later for information about our participating vendors!

J-Fashion Market Hours

  • Friday: 2:00 pm – 7:00 pm
  • Saturday: 11:00 am – 2:00 pm, 4:00 pm – 7:00 pm 
  • Sunday: 11:00 am – 2:00 pm, 4:00 pm – 7:00 pm 
  • Monday: 11:00 am – 2:00 pm

J-Fashion Market Vendor Applications

For information about applying as a vendor at the J-Fashion Market, click here.


J-Fashion Community Events

Join us for workshops, contests, games, and more! If you are interested in hosting a panel, workshop, or community event, please visit the FanimeCon Panels page.

J-Fashion Community Style Showcase & The Atelier: Handmade Coordinate Contest

We are inviting all J-Fashion enthusiasts to flaunt their personal style in the Style Showcase. Come watch participants strut the runway in their best outfits!

The Atelier: Handmade Coordinate Contest

The Atelier is the handmade contest portion of the event where competitors can show off J-Fashion outfits of their own creation for the chance to win prizes.

Participants will be asked to showcase their handmade coordinates on the runway and to explain how each piece was created. Participants may choose to either wear the coordinate themselves or showcase it on somebody else. Contest entries will be judged on criteria such as craftsmanship, creativity, and skill level. Winners will be picked by a panel of industry judges and will receive prizes donated by participating J-Fashion brands. 

How to Participate

Sign up at the J-Fashion Staff Room, located in the Signia by Hilton San Jose, and return at the designated check-in time. Participants will be organized into walking order, and we will take group photos afterwards.

All coordinates must be recognizably J-Fashion (including, but not limited to styles such as lolita fashion, EGA, ouji, mori-kei, decora, fairy-kei, gyaru, menhera, or wafuku).

J-Fashion Game Night

Hang out with fellow J-Fashion enthusiasts for a casual game night! Bring your favorite board games or consoles, and come and go as you please for a fashionable evening of fun. J-Fashion or kigurumi dress attire is encouraged!


FanimeCon 2024 J-Fashion Room Locations

Signia by Hilton San Jose, 2nd Floor
Regency Ballroom 1 – J-Fashion Market
Regency Ballroom 2 – Fashion Show
Paseo – Community Events & Workshops
Redwood – J-Fashion Staff Room