Sculpted waves, sleek updos: Showa hairstyles are back in fashion
In a small salon in Tokyo's Nakaochiai neighborhood, Mitsunobu Onoda wields his scissors with meticulous precision, the same way he has for the past 47 years.
His cozy salon, Miyu Hair Studio, is filled with vintage photographs and elegant mirrors, reflecting a time gone by. Videos of his work, shared by his daughter, Kaori Onoda, on social media, capture the nostalgic elegance of hairstyles from the Showa Era (1926-1989): voluminous curls, sculpted waves, textured layers and sleek updos.
These retro looks have sparked the interest of a younger generation, gaining traction on platforms like TikTok and Instagram. One reel featuring Onoda's work has already garnered over 580,000 views — an indication of the growing fascination with vintage Japanese beauty.
'Seeing these hairstyles being appreciated again makes me happy and evokes a lot of nostalgia in me,' says Onoda, 67.
Hair stylist Mitsunobu Onoda (left) and his daughter, Kaori Onoda, have seen a strong response to posting their Showa-influenced cuts to social media. |
CAROL R.H. MALASIG
His career once revolved around crafting glamorous looks for idols and beauty queens of the era. Now, with the help of Kaori, who manages his and Miyu Hair Studio's online presence, he's found a new audience eager to recreate the past.
For Kaori, 26, who often wears Showa hair and fashion herself, the renewed fascination with Showa style is no mystery. She credits television reruns and YouTube content showcasing Showa idols as a driving force behind the revival.
'Akina Nakamori is the most popular,' she notes, referring to the singer and actress who rose to fame in the 1980s and withdrew from the public eye in 1989. Her much-anticipated comeback in 2022 reignited interest in her classic style, sometimes showcased in performances where she sports Showa-esque hair.
Platforms like Instagram have also enabled young people to explore vintage aesthetics, often adding a modern twist.
Taiwan-born influencer Vivi Chou says she one day hopes to recreate the Showa-inspired wedding of her parents. |
COURTESY OF VIVI CHOU
'For me, everything now is so convenient, and I long for a time when things were more analog,' Kaori says.
While Onoda's retro creations are gaining popularity, other salons are noticing subtle shifts in client requests. Yokomizo Kyoya, 80, owner of Hair Maison Kyoya in northern Tokyo's Kitasenju neighborhood, observes a growing preference for natural-leaning hairstyles reminiscent of the era. He notes that kimono rental stores in Asakusa may also be contributing to this resurgence by offering traditional braided hairstyles, which were iconic in Showa fashion.
Men, too, are embracing the trend. Ren Yanagisawa, 29, of Land, a salon in the trendy Omotesando neighborhood, has received multiple requests for the 'techno cut,' a sleek, structured look reminiscent of Ryuichi Sakamoto's signature style during the Showa Era.
'There's a timeless quality to these hairstyles,' Yanagisawa says. 'They're bold yet refined, and they carry a certain nostalgia that resonates with people today.'
Influencer Vivi Chou, 28, a Taiwanese content creator living in Japan for the last five years, describes her fascination with looks straight out of the Showa Era. Drawn to the beauty of the aesthetic, she hopes to one day recreate her mother's Showa-influenced wedding style from that time. For her, immersing herself in the fashion of the time is a way to better understand her parents' experiences and the cultural atmosphere they lived in.
'Even though I wasn't born then, I feel a nostalgic connection to it,' she says. 'Through my content, I want to bring people into that time and share why it remains so special.'
Manami Ohshima, owner of the Ohisama Yohinten vintage clothing store, says many of her customers appreciate the craftsmanship that went into clothes made during the Showa Era. |
CAROL R.H. MALASIG
The Showa Era was a time of immense transformation for Japan. Marked by war, political upheaval and post-war reconstruction, the early years of Showa were defined by hardship and resilience. However, the latter part of the era, particularly during Japan's economic boom from the 1950s to the 1980s, saw a flourishing of cultural and artistic expression.
Western influences began to merge with traditional Japanese aesthetics, leading to a distinct fashion identity. Women embraced tailored silhouettes, bold makeup, padded shoulders and glamorous hairstyles inspired by Hollywood, while youth culture thrived with subversive styles that celebrated individuality. This era's fashion was a visual reflection of Japan's newfound optimism and international engagement.
For Manami Ohshima, 35, this resurgence has been a boon for her business. Since 2016, she has run Ohisama Yohinten, a vintage clothing store in Kitasenju. Originally aspiring to be a fashion buyer, Ohshima fell in love with the craftsmanship and distinctive style of Showa garments. From feminine dresses and chic two-piece outfits, to A-line skirts and coats with sleeves cut just above the wrist, she styles them on hangers herself.
'Clothes from the Showa Era in Japan were made very carefully, one by one, with high-quality fabrics and neat stitching, and each item was carefully made to order,' Ohshima says. 'It's also for people who value uniqueness. Most of the mass-produced clothes on sale nowadays are plain, and the shapes are similar no matter which brand you look at.'
Mitsunobu Onoda shows off a collection of his Showa-influence haircuts, saying that he doesn't believe a resurgence in Showa style "is just a passing trend." |
CAROL R.H. MALASIG
Ohshima notes that while interest is growing, the customer base is still relatively niche.
'Those who come once usually become repeat customers, and some of them are also from overseas, like China and Taiwan.'
Both within Japan and beyond, a generation raised on speed and convenience seems to be finding a refreshing contrast in the care and detail of the past.
'I don't think this is just a passing trend,' Onoda says. 'The Showa Era was known for quality. For me, it's not about recreating a style just for nostalgia's sake — I want people to choose these looks because they genuinely appreciate the craftsmanship.'
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