Arama They Didn't

4:30 pm - 02/13/2013

Japan’s First Pocchari Girls Fashion Magazine

Good news for all campaigners for a healthier and more representative fashion industry.

Japanese magazines already seen to have a rag for every possible niche, hobby, social tribe and more — and here’s yet another for their ranks.

The first publication to focus specifically on pocchari (which we might render as “chubby” or perhaps more politely as “well-padded”) girls’ fashion hits the shelves on March 21st. The debut issue of “la farfa” is expected to shift 50,000 copies.

The face of a Japanese women’s fashion magazine is very important. Models who grace the cover will often do so for the length of an entire contract, becoming the image for the whole magazine’s identity and frequently defining its success (think Yuri Ebihara and CanCam). La farfa has chosen the current pocchari-san of the moment, comedian Naomi Watanabe, to be the first cover girl.

La Farfa is also currently recruiting ampler-sized ladies aged 18 to 40 to be dokusha moderu (reader models).

The magazine is published by Bunkasha, who also produce lots of comics and fashion magazines like Jelly, Gina and Ranzuki.

This might simply be a flash-in-the-pan kind of publishing event in the very crowded world of fashion magazines, though there are signs that la farfa can tap into a growing market.

smiLeLand, a retailer specializing in generous sizes, has expanded from online to bricks and mortar as well, opening up a further four stores in addition to its Shibuya flagship.

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glider 13th-Feb-2013 11:08 pm (UTC)
hey look they're all me
eternityras 13th-Feb-2013 11:12 pm (UTC)
wapiko 13th-Feb-2013 11:30 pm (UTC)
this is kind of awesome. one of the things that surprised me most when I was in Japan was discovering the amount of girls who aren't tiny little waifs. It was really refreshing to see (^^)
gabbyrockzz 13th-Feb-2013 11:41 pm (UTC)
Yay. A Japanese magazine that will feature plus size fashion. That's a good change.
turtle_yurippe 14th-Feb-2013 06:19 pm (UTC)
Although those girls are hardly plus-sized.
a_cheshire_grin 13th-Feb-2013 11:41 pm (UTC)
Well isn't this nice! Good job, Japan! ^.^
islandgurl84 14th-Feb-2013 03:23 am (UTC)
finally photos of normal looking women and they all look happy, healthy and beautiful! banzai
tomoeicemaiden 14th-Feb-2013 03:50 am (UTC)
yes! can't wait to pick up the first issue :)
hina 14th-Feb-2013 04:12 am (UTC)
Slightly OT but is Shinozaki Ai considered pocchari?
very_pinku 14th-Feb-2013 04:12 am (UTC)
Seeing that there is an increase in sizes for stores and such, this is a nice change.
As LL in Japan tend to be a combination of S/M here, it's nice to see more sizes being promoted and accepted as well.
I want more clothes that I can enjoy and wear in Japan T_T.
terrorpinguchib 14th-Feb-2013 09:23 am (UTC)
this so much. the only things I can buy are t-shirts, scarves and handbags. yay.
wheresthepaper 14th-Feb-2013 10:41 am (UTC)
Ikr? A lot of the times I want to give models and the like something hot to drink and a cheeseburger or 5.

It's nice to see women I can relate to weight and shape-wise without having to shove fingers down my throat to do so, as well.
taylorniw 14th-Feb-2013 07:25 am (UTC)
I don't think they're all that chubby but I am always here for body diversity.
breathless31 14th-Feb-2013 08:59 am (UTC)
goodbye22 14th-Feb-2013 07:54 am (UTC)
this is great
i hope they put the girls in clothes that flatters their figures.
exdream1999 14th-Feb-2013 11:36 am (UTC)
Well, the shapeless sack look is actually one that's already popular here in, even if the designers have no idea how to dress their bodies, they'll still end up looking "fashionable".

It'd be cool if they did a wide variety of Japanese fashions in the magazine, and maybe help them gain readers, but most Japanese fashion magazines are very focused on a certain "style".
rainbow_yarn 14th-Feb-2013 09:14 am (UTC)
wheresthepaper 14th-Feb-2013 10:39 am (UTC)
This is so awesome and amazing. I'm glad Japan is taking steps to embrace women of all shapes and sizes. I hope this leads to a change in thinking for people in this country, too.

I remember watching actual doctors on a TV show a couple of years ago encouraging some idol to actually go a crash diet where she ate nothing but those tiny dried fish. And they backed it up as healthy, a good idea, etc! Afterwards, they brought her out and weighed her, touting her weight loss as amazing and healthy, hurray!!

This country has some really disturbing views regarding weight and weight loss. (Not that other countries don't.)
phililen3 14th-Feb-2013 10:40 am (UTC)
I always laugh when they think that "normal" women are over-sized and all that. If a perosn looks out for what they eat and excercises well, then they are a model example of what a good body is. End of story... That whole strict diet thing? What a load of rubbish. I hope they have their own clothes instead of having to take some Ralph Lauren clothes and put them on them...

Edited at 2013-02-14 10:40 am (UTC)
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