Аннотация: This article examines the peculiarities of the influence of Japanese subcultures on the fashion industry, the development of street style and special advertising campaigns. The study examines popular cultural movements in Japan that had a special style, the appearance of references in the collections of fashion houses, the introduction of clothing and accessories in street style, as well as conducting a comparative analysis. The research base is based on data from the fashion glossy magazine Vogue. The results of the study were conclusions related to the analysis of the desired images of subcultures with modern versions of fashionable images, where the borrowing of stylistic techniques was found.