What is 'Igari Fashion' and Why is It Trending?
How Igari’s Playful Aesthetic is Inspiring Wardrobes Worldwide
01. Trend Introduction
02. Key Characteristics
03. Pinterest Search Term Volume - U.S
04. Tiktok ‘Search Term’ Growth Percentage - Global
05. Trend Demographics
06. Comparable Trends
07. Actionable insights
01. Trend Introduction: ‘Igari fashion’
Igari fashion is an extension of the Japanese "hangover makeup" trend, pioneered by makeup artist Igari Shinobu back in 2018. Initially tied to beauty, this trend, often referred to as "drunk makeup," has recently resurged in popularity, driving renewed interest in its aesthetic influence on fashion.
Igari fashion emphasizes youthful innocence, subtle femininity, and effortless charm, combining playful, childlike elements with clean, minimalist designs often inspired by Japanese street style.
02. Key Characteristics
Makeup:
Start with key Igari makeup: The foundation of Igari fashion is its signature "hangover makeup" look:
Dewy Skin: Light foundation and highlighter for a radiant glow.
Flushed Cheeks: Blush high on the cheeks and under the eyes for a soft, flushed appearance.
Minimal Eyes: Soft eyeliner, natural lashes, and subtle eyeshadow.
Glossy Lips: Subtle pink or nude lip gloss.
Fashion Elements:
Delicate Lace Skirts: Feminine and flowy for a soft, ethereal silhouette.
Whimsical Soft Bows: Dainty accents on blouses, dresses, or accessories.
Light Cascading Ruffles: Gentle ruffle details evoke innocence and movement.
Skirts Over Pants: Playful layering with functional appeal.
90s Plaid: Muted tones for nostalgic charm.
Neutral Base with Pastel Highlights: Whites, creams, greys, accented with soft pastels.
Floral Appliqué: Intricate floral embellishments for texture and romance.
Layered Camisoles: Thin camis layered over or under blouses for effortless layering.
03. Pinterest ‘Search Term’ Volume - U.S
In the last 6 months, Pinterest searches for "Igari fashion" surged over 10,000% in the U.S, compared to this time last year. While not a formally recognized style, enthusiasts are expanding its aesthetic with youthful and feminine outfit creations.
Key Insights:
Steady Growth: Interest remained low until March 2024, then steadily increased.
Recent Surge: The sharp increase from July to December 2024 indicates a recent surge in popularity, due to increased social media activity, viral outfit content and potentially the anticipation of upcoming Spring 2025 fashion trends.
04. Tiktok Data - Global
TikTok has amplified Igari-related trends, showing rapid growth in the past week (12.27.24 to 01.03.25).
‘Igari Style’: +145%
‘Igari Outfits’: +1000%
‘Igari Hair Tutorial’: +166.9%
Engagement scores range from 128,000 to 552,000, reflecting high interest in this niche. This growth signals that the demand for Igari fashion and content, could continue to trend upward as we approach Spring 2025.
05. Trend Demographics
Igari fashion primarily appeals to females aged 18-24 (78%), followed by the 25-34 (15%) age group. Data from Pinterest (U.S. and Canada) aligns with TikTok's global trends, solidifying this demographic as the core audience.
06. Comparable Trends: Igari vs Harajuku vs Y2K
Strengths and Limitations:
Igari: Strength – rising popularity and simplicity, accessible for everyday wear. Limitation – may lack the boldness of other trends for maximalists.
Harajuku: Strength – creativity and uniqueness. Limitation – declining trend and requires confidence to wear.
Y2K: Strength – nostalgic appeal. Limitation – oversaturation in recent years, leading to a downtrend.
"As a reaction to an era of overstimulation and over-information, simplicity in clothing may offer clarity and precision, and serve as an honest frame of character."
– Miuccia Prada, on what to expect for SS25
07. Actionable insights for fashion industry professionals:
Target Audience Alignment:
Focus marketing on 18-24 year-old women, using Pinterest and TikTok where this audience is active.
Trend Positioning:
Capitalize on Igari’s upward trend and minimalist aesthetic for SS25 campaigns, emphasizing playful details that emphasize subtle allure.
Content Strategy:
Highlight growth statistics, and create visually engaging content on how to ‘nail the trend’, including styling tips and make-up looks.
Merchandising/Product Strategy:
Curate Igari Capsule Collections to test the trend. If Igari wasn’t forecasted in your SS25 lineup, existing stock can likely be repurposed into an Igari Capsule.
Focus on neutral tones, pastel accents, layered lace outfits, and soft accessories to align with the aesthetic. Use these capsules to assess demand before scaling.