Brian J. McVeigh

Somber school uniforms and cloyingly cute fashions seem equally ubiquitous in metropolitan Japan, and the tense relationship between the official regulation of dress and the playful aesthetic of cuteness is the subject of McVeigh's fine, provocative study. With subtle analysis and a focused appreciation of the forms of everyday life in Japan. McVeigh offers a powerful theorizing of how state and corporate interests project themselves on to the bodies of students and workers and how individuals can fashion styles of resistance. Professor William W. Kelly, Yale University Why does civil society in Japan take on the contours that it does? How does the state enter the drama? McVeigh's careful mix of theoretical control and ethnographic detail provide a refreshing perspective which takes the reader from the 'micro' fabric of uniforms to the 'macro' fabric of society. This book deftly demonstrates how the self emerges over the life cycle amid the complex matrices of political economy, self-presentation, and material culture. Those who have done fieldwork in Japan and have observed uniform-wearing firsthand in the daily tedium of study, work, and play will appreciate the linkages the author offers. Paul Noguchi, Bucknell University In his refreshingly unorthodox conclusion, McVeigh seizes this opportunity and celebrates the individuality that lurks in the shadows of Japanese Society. The Japan Times The strength of this book lies in the use of secondary research to compose a comprehensive picture of uniforms in Japan. ... [It] provides an interesting and well-informed analysis of the role uniforms play in Japan. The Language Teacher Systematic in its approach, empirically committed, containing a host of insights, and theoretically informed ... McVeigh presents us with a well-thought-out and thought-provoking formula for understanding this society. Journal of Japanese Studies A rarity in the field of both fashion studies in Japan studies. Fashion Theory It is an impressive work, and one that is likely to attract attention beyond the field of Japanese studies. Japan Studies Review

Brian J. McVeigh

Somber school uniforms and cloyingly cute fashions seem equally ubiquitous in metropolitan Japan, and the tense relationship between the official regulation of dress and the playful aesthetic of cuteness is the subject of McVeigh's fine, provocative study. With subtle analysis and a focused appreciation of the forms of everyday life in Japan. McVeigh offers a powerful theorizing of how state and corporate interests project themselves on to the bodies of students and workers and how individuals can fashion styles of resistance. Professor William W. Kelly, Yale University Why does civil society in Japan take on the contours that it does? How does the state enter the drama? McVeigh's careful mix of theoretical control and ethnographic detail provide a refreshing perspective which takes the reader from the 'micro' fabric of uniforms to the 'macro' fabric of society. This book deftly demonstrates how the self emerges over the life cycle amid the complex matrices of political economy, self-presentation, and material culture. Those who have done fieldwork in Japan and have observed uniform-wearing firsthand in the daily tedium of study, work, and play will appreciate the linkages the author offers. Paul Noguchi, Bucknell University In his refreshingly unorthodox conclusion, McVeigh seizes this opportunity and celebrates the individuality that lurks in the shadows of Japanese Society. The Japan Times The strength of this book lies in the use of secondary research to compose a comprehensive picture of uniforms in Japan. ... [It] provides an interesting and well-informed analysis of the role uniforms play in Japan. The Language Teacher Systematic in its approach, empirically committed, containing a host of insights, and theoretically informed ... McVeigh presents us with a well-thought-out and thought-provoking formula for understanding this society. Journal of Japanese Studies A rarity in the field of both fashion studies in Japan studies. Fashion Theory It is an impressive work, and one that is likely to attract attention beyond the field of Japanese studies. Japan Studies Review

Brian J. McVeigh

Somber school uniforms and cloyingly cute fashions seem equally ubiquitous in metropolitan Japan, and the tense relationship between the official regulation of dress and the playful aesthetic of cuteness is the subject of McVeigh's fine, provocative study. With subtle analysis and a focused appreciation of the forms of everyday life in Japan. McVeigh offers a powerful theorizing of how state and corporate interests project themselves on to the bodies of students and workers and how individuals can fashion styles of resistance. Professor William W. Kelly, Yale University Why does civil society in Japan take on the contours that it does? How does the state enter the drama? McVeigh's careful mix of theoretical control and ethnographic detail provide a refreshing perspective which takes the reader from the 'micro' fabric of uniforms to the 'macro' fabric of society. This book deftly demonstrates how the self emerges over the life cycle amid the complex matrices of political economy, self-presentation, and material culture. Those who have done fieldwork in Japan and have observed uniform-wearing firsthand in the daily tedium of study, work, and play will appreciate the linkages the author offers. Paul Noguchi, Bucknell University In his refreshingly unorthodox conclusion, McVeigh seizes this opportunity and celebrates the individuality that lurks in the shadows of Japanese Society. The Japan Times The strength of this book lies in the use of secondary research to compose a comprehensive picture of uniforms in Japan. ... [It] provides an interesting and well-informed analysis of the role uniforms play in Japan. The Language Teacher Systematic in its approach, empirically committed, containing a host of insights, and theoretically informed ... McVeigh presents us with a well-thought-out and thought-provoking formula for understanding this society. Journal of Japanese Studies A rarity in the field of both fashion studies in Japan studies. Fashion Theory It is an impressive work, and one that is likely to attract attention beyond the field of Japanese studies. Japan Studies Review