Colorful kimono are synonymous with Tokyo summer celebrations but anti-coronavirus measures have put social gatherings off-limits and led struggling department stores to push the traditional Japanese outfits as a way to make a virtual fashion statement.
The Matsuya department store in the upscale Ginza shopping district is now selling yukata casual kimono with colorful floral collars to make them more eye-catching when worn during online video chats.
Online drinking sessions and other virtual parties are increasingly replacing in-person socializing as pandemic-isolated people try to stay in touch with friends and family.
“We want our customers to enjoy drinking at home without losing touch with Japan’s yukata culture,” said a yukata salesperson who works at Matsuya Ginza.
The pandemic has caused many summer festivals and fireworks shows in the country to be canceled. At these events, men and women often wear yukata made of cotton, a traditional garment for the season.
