FRUiTS Tokyo Street Fashion Magazine 1-50 [PDF+JP2 4392x3071]
FRUiTS featured a simple layout, with the bulk of the magazine made up of single full-page photographs accompanied by a brief profile of the photographed person, which included their age, occupation, and a description of what brands they were wearing (if applicable), as well as their self-described "point of fashion" (style inspiration). Most issues included only a couple of advertisements, and typically only for local businesses. Occasional special-edition issues of FRUiTS also included more extensive profiles of frequently photographed people, or reader-created artwork.
FRUiTS helped lead Western interest in Japanese fashion as some of its photographs became first popular in the fashion community, then synonymous with Japanese fashion in the West.
A selection of photographs from its earlier issues were showcased in the books Fruits (2001) and Fresh Fruits (2005), both published by Phaidon Press. An exhibition of Aoki's photographs for the magazine, developed by the Powerhouse Museum, has toured museums in Australia and New Zealand.
After 20 years and 233 issues, Shoichi Aoki announced in February 2017 that FRUiTS magazine would cease publication effective immediately because "there are no more cool kids to photograph".
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