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Tokyo Fashion Travel Guide - Woman in Japanese fashion

Tokyo Fashion Travel Guide: Where to Shop, What to Buy, and Useful Shopping Tips

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by

Yuka
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Introduction: Fashion in Tokyo — A Destination in Itself

Living in New Zealand, where most people wear comfy clothes like sweatpants and leggings on a daily basis, I’m always struck by how stylish everyone looks whenever I go back to Japan.

Whether it’s students or working professionals, it’s totally normal to see people with perfectly styled hair and well-put-together outfits. Especially in Tokyo, so many people care about fashion that even just walking down the street or riding the train feels like flipping through a fashion magazine.

Tokyo is packed with shopping malls and fashion brands—too many to count. From easygoing favourites like UNIQLO to edgy streetwear labels like sacai and WTAPS, all the way to high-end global names like Comme des Garçons and Issey Miyake—you’ll find every kind of style here.

What’s really fun is how the vibe changes depending on where you are. Harajuku, Daikanyama, Ginza… each neighbourhood has its own unique fashion personality. Locals often pick where to go based on their mood or outfit of the day—it’s all part of the fun.

So instead of the usual touristy spots, this guide is all about exploring Tokyo’s fashion scene from a local perspective. I’ll take you through my favourite neighbourhoods and shops—ones I’ve actually walked through myself—to help you make your Tokyo shopping adventure even more exciting and memorable.

Best Fashion Districts in Tokyo

1. Harajuku & Omotesando

From streetwear to high fashion, Harajuku and Omotesando are must-visits for anyone into casual style. While Harajuku’s Takeshita Street is a famous tourist hotspot, fashion lovers shouldn’t miss Cat Street—a trendy pedestrian street that connects Shibuya to Harajuku and Omotesando.

Stretching about 1km, Cat Street is lined with a mix of well-known and local apparel brands. Even if you don’t shop, it’s a fun area to simply stroll and window-shop. Back in my university days, one of my go-to walking routes was from Shibuya Station, through Cat Street, and on to Omotesando. I still walk it whenever I return to Tokyo—there’s always something new to discover.

Three key streets—Meiji Dori, Omotesando, and Cat Street—form the heart of this area, where top Japanese fashion brands like BEAMS, STUDIOUS, and NEIGHBORHOOD have flagship stores. What’s interesting is the natural divide: Harajuku leans more casual and edgy, while Omotesando is more upscale and refined. Even within the same neighbourhood, the vibe shifts depending on where you walk.

Omotesando also has several fashion malls like GYRE (home to brands like KENZO and PLAY COMME des GARÇONS) and Omotesando Hills, which houses EDITION, THE TOKYO, and more—perfect for a quick, curated shopping experience.

  1. BEAMS 3-25-15 Jingumae, Shibuya-ku, Tokyo (Jingumae Terrace 2F)
  2. UNITED ARROWS 3-28-1 Jingumae, Shibuya-ku, Tokyo
  3. H BEAUTY&YOUTH 3-14-17 Minamiaoyama, Minato-ku, Tokyo
  4. STUDIOUS 4-26-32 Jingumae, Shibuya-ku, Tokyo
  5. NEIGHBORHOOD 4-32-7 Jingumae, Shibuya-ku, Tokyo

2. Shibuya

Known worldwide for the iconic scramble crossing and Hachiko statue, Shibuya is likely already on your Tokyo bucket list—even if fashion isn’t your main focus.

What makes Shibuya ideal for fashion lovers is its concentration of shopping complexes that cater to all styles and price ranges. Most buildings offer tax-free shopping, making it especially appealing for international visitors. Plus, they’re all within easy walking distance of the station.

Top spots for fashion include Shibuya PARCO, Shibuya Scramble Square, Shibuya Hikarie, and MIYASHITA PARK. On Meiji Dori and Koen Dori, you’ll also find quirky concept shops and trending labels—perfect for a leisurely fashion walk.

  1. BAPE STORE® SHIBUYA 13-17 Udagawacho, Shibuya-ku, Tokyo
  2. Onitsuka Tiger Shibuya 1-21-3 Jinnan, Shibuya Jinnan Kyodo Bldg. 1–2F, Shibuya-ku, Tokyo
  3. UNDERCOVER NOISE LAB 15-1 Udagawacho, inside Shibuya PARCO, Shibuya-ku, Tokyo
  4. SHIPS 1-18-1 Jinnan, Jinnan 1-Chome Building 1–4F, Shibuya-ku, Tokyo
  5. WISM 6-19-12 Jingumae, Aoyama Building 1F, Shibuya-ku, Tokyo

3. Daikanyama & Nakameguro

Just one stop from Shibuya on the Tokyu Toyoko Line, Daikanyama and neighbouring Nakameguro offer a quieter, more refined shopping experience. Set in upscale residential neighbourhoods, these areas are beloved by locals for their stylish atmosphere and curated boutiques.

While Nakameguro is a famous cherry blossom spot in spring, it’s also known for its street-casual flair. Daikanyama, on the other hand, is home to luxurious select shops and design-forward cafés, bakeries, and restaurants. The overall vibe is chic, calm, and unmistakably Tokyo.

Don’t miss Daikanyama T-SITE, a lifestyle complex centred around books, music, and film. It’s the perfect spot to enjoy art, culture, and coffee in one go—a true haven for the curious and creative.

  1. Kikunobu Tokyo 3-3 Daikanyamacho, Shibuya-ku, Tokyo
  2. Nanamica 26-13 Sarugakucho, Shibuya-ku, Tokyo
  3. ELEMENTARY STORE BIN 1-9-6 Aobadai, Meguro-ku, Tokyo
  4. 1LDK Mansion Suzuka, 1-8-28 Kamimeguro, Meguro-ku, Tokyo
  5. SO SHOP & HOSTEL 1-6-52 Aobadai, Meguro-ku, Tokyo

4. Futakotamagawa

Just 10 minutes from Shibuya on the Tokyu Den-en-toshi Line, Futakotamagawa is another laid-back residential area rarely visited by tourists. It’s one of my personal favourite places—I used to come here all the time when I lived in Japan, and I still make a point of visiting whenever I return.

Right outside the station, you’ll find Futakotamagawa Rise, a large commercial complex offering fashion, lifestyle goods, and gourmet dining all in one spot. Like Daikanyama, it also features a Tsutaya Books with an in-store café—perfect for spending a peaceful afternoon browsing and relaxing.

Across the street is Takashimaya, a high-end department store that houses premium brands like BEAMS, UNITED ARROWS, and SHIPS. You’ll also find MUJI in the Marronnier Court annex, a Ron Herman with a café in Ivey’s Place, and a brand-new mega UNIQLO in the recently renovated South Building (opened March 2025).

Perhaps the most special thing about Futakotamagawa is the Tamagawa River, which separates Tokyo from Kanagawa. The area feels surprisingly calm and spacious for being in the city. Just a short walk from the station is Futakotamagawa Park, home to the serene Kishin-en Japanese garden. Grab a coffee from Starbucks and unwind riverside—it’s one of Tokyo’s best-kept secrets for a nature escape.

  1. Ron Herman Takashimaya S.C. Ivey’s Place, 4-1-25 Tamagawa, Setagaya-ku, Tokyo
  2. JOURNAL STANDARD Futakotamagawa Rise Town Front 1F, 2-21-1 Tamagawa, Setagaya-ku, Tokyo
  3. UNITED TOKYO Futakotamagawa Rise Town Front 3F, 2-21-1 Tamagawa, Setagaya-ku, Tokyo
  4. UNIQLO Takashimaya S.C. South Building 4F, 3-17-1 Tamagawa, Setagaya-ku, Tokyo
  5. MUJI Takashimaya S.C. Marronnier Court 1–3F, 2-27-5 Tamagawa, Setagaya-ku, Tokyo

Where to Shop in Tokyo for Clothes

If fashion is your priority in Tokyo but your time is limited, don’t worry—you don’t need to spend hours wandering through multiple neighbourhoods. Tokyo is home to a range of stylish shopping complexes where you can browse a variety of fashion brands all in one place. Many of these malls also offer tax-free shopping, so don’t forget to bring your passport!

Here are some of the best shopping complexes to explore:

1. Shibuya PARCO

A hub for streetwear, youth culture, and creativity, Shibuya PARCO is where Tokyo’s fashion-forward crowd comes to play. This multi-level complex brings together edgy designer labels, collaboration pop-ups, and shops inspired by anime and gaming culture. It’s the perfect place to get a sense of what’s trending right now in Tokyo.

🕒 Hours: 11:00 AM – 9:00 PM (Restaurants open until 11:00 PM)

📍 Address: 15-1 Udagawacho, Shibuya, Tokyo

✨ Don’t miss: Nintendo TOKYO (the official store), GALLERY X for art exhibitions, a stylish rooftop terrace, and a gourmet food hall.

2. Shibuya Scramble Square

Conveniently connected to Shibuya Station, this sleek complex is a one-stop destination for fashion, beauty, and gourmet food. You’ll find everything from emerging Japanese brands to global fashion houses. The real highlight? The breathtaking SHIBUYA SKY observation deck, perfect for combining shopping with sightseeing.

🕒 Hours: 10:00 AM – 9:00 PM (Restaurants until 11:00 PM)

📍 Address: 2-24-12 Shibuya, Tokyo

✨ Don’t miss: Panoramic city views from 230 meters above ground, trending sweets and snacks, and immersive art installations.

3. Omotesando Hills

Located in Tokyo’s most elegant fashion district, Omotesando Hills offers a refined shopping experience in a Tadao Ando-designed architectural gem. From luxury labels to cutting-edge designer brands, this is where Tokyo’s fashionable elite go to shop in style. It’s a calm and curated escape from the city’s fast pace.

🕒 Hours: 11:00 AM – 9:00 PM (Until 8:00 PM on Sundays & holidays)

📍 Address: 4-12-10 Jingumae, Shibuya, Tokyo

✨ Don’t miss: The spiral interior architecture, stylish cafés, and regularly held contemporary art exhibits.

4. Lumine Est & NEWoMan Shinjuku

These fashion-forward malls attached to Shinjuku Station are favourites among Tokyo’s trend-savvy women in their 20s and 30s. From effortlessly cool casualwear to chic feminine looks and minimalist Japanese brands, you’ll find a wide range of styles here. The food scene is just as strong, making it easy to spend the whole day.

🕒 Hours: 11:00 AM – 9:00 PM (NEWoMan until 9:30 PM; Restaurants until 10:00 PM)

📍 Addresses:

  • Lumine Est: 3-38-1 Shinjuku, Tokyo
  • NEWoMan: 4-1-6 Shinjuku, Tokyo

✨ Don’t miss: The rooftop garden at NEWoMan (LUMINE AGRI PROJECT), curated fashion floor displays, and cosy cafés for a stylish break.

5. GINZA SIX

As Ginza’s largest luxury shopping complex, GINZA SIX is a beautifully curated space that merges Japanese aesthetics with contemporary elegance. Alongside top-tier fashion brands, you’ll find modern art installations, cultural boutiques, and even a traditional Noh theatre. It’s an immersive experience perfect for those seeking refined souvenirs and unforgettable moments.

🕒 Hours: 10:30 AM – 8:30 PM (Restaurants until 11:00 PM)

📍 Address: 6-10-1 Ginza, Chuo, Tokyo

✨ Don’t miss: The atrium featuring works by artists like Yayoi Kusama, a hidden rooftop garden, and cultural spaces that blend the past and present seamlessly.

Japanese Fashion Brands to Buy in Tokyo

One of the best things about shopping in Tokyo? Discovering Japanese fashion brands you won’t find (easily) anywhere else. Some labels are difficult to get overseas—or significantly more expensive—so if you’re in Tokyo, don’t miss your chance to shop local.

People often ask, “What is Japanese fashion like?” But honestly, it’s hard to sum up in just one sentence. It ranges from timeless elegance to wildly experimental pieces that make you laugh and wonder, “How do you even wear this?” What ties it all together is an obsession with detail and a deep respect for craftsmanship.

1. Iconic Japanese Brands Loved Worldwide

Let’s start with the household names—brands that have put Japanese fashion on the global stage.

  • Comme des Garçons – Rei Kawakubo’s wildly creative label for those who think “normal is boring.”
  • Issey Miyake – Famous for beautiful pleats and innovative fabrics. Chic and travel-friendly.
  • Yohji Yamamoto – Known for his masterful use of black and dramatic silhouettes. Just wearing his pieces makes you feel cool.

📍 Where to shop: Dover Street Market Ginza, Shibuya PARCO, or flagship stores in Aoyama and Omotesando

2. Tokyo-Based Brands Fashion Insiders Love

These are the brands you’ll actually spot on stylish locals. Understated, elevated, and full of quiet confidence.

  • AURALEE – Ultra-comfy pieces made from top-tier materials. You’ll never want to wear anything else.
  • HYKE – Structured yet easy to wear. Great for working women with an eye for detail.
  • TOGA – For the fashion-forward who want to stand out—without looking like they’re trying too hard.

📍 Where to shop: UNITED ARROWS, Isetan Shinjuku, and select flagship locations in Aoyama and Shibuya

3. Streetwear with a Cult Following

Japan’s street fashion has serious global cred—cool, casual, but always with a twist.

  • UNDERCOVER – A luxury brand with punk and street vibes. Smart, subversive, and super wearable.
  • WTAPS – Military-inspired gear that’s built to last. Clean, rugged, and endlessly cool.
  • NEIGHBORHOOD – Originally for bike lovers, now a favourite for anyone into sharp, edgy design.

📍 Where to shop: GR8 Harajuku, Shibuya PARCO, or flagship stores in Harajuku and Nakameguro

4. Hidden Gems with Artistic Flair

A few lesser-known brands that fashion lovers whisper about—perfect for bringing home something truly special.

  • sacai – Hybrid designs that make you look twice. Wildly creative but surprisingly wearable.
  • AMBUSH – Originally a jewellery label, now a full fashion house with bold, sculptural energy.
  • minä perhonen – Whimsical and poetic, like clothing from a storybook. Even browsing their pieces feels magical.

📍 Where to shop: Department stores, curated boutiques like 1LDK or H BEAUTY & YOUTH, and flagship stores in Aoyama

Smart Shopping: Tips for Fashion Travellers in Tokyo

Planning to shop your way through Tokyo? Here’s everything you need to know—from tax-free tips to trying on clothes like a local. Whether you’re a casual browser or a serious fashion hunter, these insights will help you navigate Tokyo’s unique shopping culture with ease (and style).

🧾 Know Your Tax-Free Perks

One of the perks of shopping in Japan: tax-free shopping. If you spend over ¥5,000 in a single store, you’re eligible to save the 10% consumption tax. Just look for the “TAX FREE” sign—common in department stores, fashion retailers, and even convenience-like drugstores.

🔑 You’ll need your passport, so be sure to carry it when you shop. Not all shops participate, so it’s always a good idea to ask before you hit the register.

👛 Unexpected Gems: Japanese Drugstores

Yes, drugstores. In Japan, these are more than just places for painkillers—they’re a treasure trove of snacks, drinks, beauty products, and even fashion accessories. Many are open late, often cheaper than convenience stores, and many are tax-free for tourists. Pop into one after a full day of shopping—you might find your new favorite Japanese hand cream or matcha candy.

💳 Card or Cash? Both, Please.

While major credit cards like Visa and MasterCard are widely accepted, Japan is still a semi-cash-based society. Smaller shops, markets, and cafés may only accept cash, so it’s smart to keep some yen—especially ¥1,000 notes and coins—on hand.

🧠 Debit cards, especially international ones, don’t always work. And while mobile payments (like Suica or PayPay) are on the rise, they’re not universally available yet.

👗 Size Matters: Try Before You Buy

Japanese sizing tends to run smaller and slimmer than Western sizing. A Japanese M is often a Western S. Add in local sizing systems like 7, 9, 11 or 36, 38, 40, and you’ve got a recipe for confusion—especially with bottoms like trousers or skirts.

💡 Try everything on. Seriously. Most boutiques and department stores have well-maintained fitting rooms and are happy to let you try multiple sizes.

🗣️ Simple Japanese Phrases Go a Long Way

Language barriers? No problem. While some shop staff may speak English, many won’t. A friendly attitude—and a few basic Japanese words—can make all the difference. You can always fall back on a translation app, but even a “Sumimasen” (excuse me) is often met with a warm smile.

Try these:

  • 「すみません」(Sumimasen) = Excuse me
  • 「これ、試着できますか？」(Kore, shichaku dekimasu ka?) = Can I try this on?
  • 「ありがとうございます」(Arigatou gozaimasu) = Thank you

Bonus tip: If you’re paying by card, you may be asked “Ikkatsu de yoroshii desu ka?” meaning “Is one-time payment okay?” Just reply with “Ikkatsu de” to confirm.

🛍️ More Insider Shopping Tips

  • Seasonal sales happen twice a year—July and January—with additional deals at month-end or during seasonal transitions.
  • Looking for easy-to-pack souvenirs? Japanese socks, bags, and accessories are stylish, affordable, and one-size-fits-all.
  • Mornings on weekdays are the best time to shop if you want to avoid crowds and enjoy a more relaxed fitting experience.
  • Bring a reusable shopping bag. Plastic bags cost extra in Japan, and carrying an eco-friendly tote is the norm.

Tokyo isn’t just a city—it’s a fashion playground. With a little prep and cultural insight, your shopping experience can be as stylish as the clothes you’ll bring home.

Conclusion: Step into Tokyo’s Fashion Universe

Tokyo’s fashion scene is so full of variety—it’s really fun to explore.

From high-end brands to casual streetwear and even some quirky, unique designs, you’ll find inspiration on every corner. There’s no need to feel pressure to “dress up” just because you’re in Tokyo. Here, people really value their own sense of style—the things they like or want to try—and wearing what you love is totally normal.

That’s why walking through Tokyo might even help you discover a new side of yourself.

Of course, shopping is exciting, but just looking at what people are wearing or checking out store displays can give you tons of inspiration too. Next time you visit Tokyo, try looking at the city through a “fashion lens.” You might see a whole new side of it.

May your trip be even more fun—and even more you!

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