“Asaginyo” Ranked No. 1 as the “Most Stylish Person” for the Third Consecutive Year,
While Favorite Aspirational Brands Are Split Between “Rebellious Avant-Garde” and “Classic Luxury”.

This web-based questionnaire survey was conducted for the sixth time through a collaboration between Bunka Fashion College and Futaba Tsushinsha Co., Ltd.

A total of 960 current Bunka Fashion College students responded, with 74.3% of respondents aged 18–21. A distinctive feature of the survey is that many international students from around the world also participated.

Targeting students who are part of the “Fashionable Generation Z” and also serve as fashion communicators, the survey explored insights and “seeds of trends” for 2026 based on their social media and media usage, fashion purchasing behavior, interests and concerns, and views of their future.

Research Summary

• Research method：Web-based questionnaire
• Number of Respondents：960 current Bunka Fashion College students
• Research period：June 24-July 4,2026
• Research planning and survey：Futaba Tsushinsha Co.,Ltd
• Cooperation：Fashion Promotion Course, 2nd-year students, Fashion Distribution Department, Bunka Fashion College

Survey Topics

Summary of Research Findings

1．Social Media and Platforms Used Regularly

• “Instagram,” “YouTube,” and “TikTok” remain the main platforms.
• While “setlog”, a video journaling app originating in Korea, has emerged as a new platform of interest, “BeReal.” appears to have passed its peak.
• Music subscription services are growing, indicating increased demand for “listening while doing something else.”

2. Interesting and New Products, Services, Apps, and More

• “setlog” is attracting significant attention!
• Uses of generative AI are becoming more diverse, ranging from conversation to AI-powered virtual try-ons and creative support.
• Attention also focused on food trends centered on “chewy/squishy (mochi-mochi) textures and stimulation,” as well as a “nostalgic and retro” preference and “discovering new favorites through TikTok.”

3. Brands Purchased & Aspirational Brands

• UNIQLO, ZARA, and GU ranked as the top three most-purchased brands.
• Using basic and vintage clothing as a foundation, students add their own individuality through designer brands, edgy Korean fashion, American casual, Japan-origin streetwear, and Y2K girly styles.
• Among “aspirational brands,” Vivienne Westwood and Dior tied for first place, followed by Chanel and Balenciaga.”Rebellious avant-garde” and “classic luxury” were evenly matched.

4. Where Fashion Items Are Purchased

• “Brand-owned stores and street-level stores” saw a significant increase of 28.8 points year on year.
• Vintage and secondhand stores and select shops also increased, while department stores and large-scale shopping malls declined.
• Students are increasingly visiting physical stores with a clear purpose.

5. “Most Stylish Person”

• “Asaginyo” ranked No. 1 for the third consecutive year.
• K-pop female artists, led by JENNIE of BLACKPINK, occupied many of the top positions, accounting for a significant part of the “standard of style.”
• The diversification of individual preferences continues this year, with no single trend dominating.

Please contact our marketing team for a detailed report.