i dressed like a FRUiTS magazine girl for a week
reflections on the limits of nostalgia
A few months ago, I ordered an October 1999 issue of FRUiTS magazine off ebay. They’re very hard to find, and quite pricey. Particularly coveted issues go for $100 or more. I found mine for $40, which felt like a decent deal for an issue from the late 90s during the peak of the magazine.
If you’ve never heard of FRUiTS, I recommend reading this excellent well-researched overview. But the main thing you need to know is that it was a popular Japanese street style magazine founded by photographer Shoichi Aoki. He photographed real people in real outfits—and the result was something so authentic and refreshing that it rose to global sartorial influence.
As Kimberly, the author of the linked piece above wrote, Aoki stopped publishing FRUiTS Magazine in 2017, “citing that there simply weren’t enough interesting people to photograph anymore.”
In the year 2026, there is something delightful about flipping through a fashion magazine and seeing people who look like me, who aren’t celebrities or models or influencers, and recognizing that contagious spirit of uninhibited self-expression. Of course, it makes you want to emulate the colorful outfits, the barrette-adorned hair, the frosty eyeshadow makeup.
But I don’t think we can ever recreate the magic FRUiTS exactly again.
That era has passed, and the fact that I took these photos on self-timer on a tripod for a digital newsletter is proof of how social media has changed fashion forever. I can dress like a FRUiTS girl, but that doesn’t make me a FRUiTS girl.
And that’s ok—because there has to be more to fashion than nostalgia. At some point, when you have collected enough past references and 90s moodboards and vintage pieces, you have to do the work of creating your own meaning.
So that’s what I’m doing, figuring out how to be a Molehill girl.
The section ahead includes partial sponsored mentions from Sezane.
One thing about a FRUiTS girl is that she loves to layer. While I don’t really wear a lot of skirts over pants, I appreciate the flare shapes that culminate with a dramatic bell bottom and sky high platform sandal. Love the embrace of print here, and how the purples and pinks are echoed throughout the outfit elements.
My take: Vintage Vivienne Tam mesh top, vintage Gucci suede pants, Nomasei platform heels, vintage LV Papillon.
You know when you grow up with a sister or a best friend, and you each pick your signature color that you get to have a monopoly on wearing? This is what I imagine is the backstory behind these girls.
One is the red friend and one is the blue friend, and they stick with that color, from their eyeshadow to their socks. The red Minnie Mouse polka dots feel really cheerful and charming to me, as are the chunky bead jewelry and single white flower tucked in her bun.
My take: Cou Cou scoop tank, Madewell floral brooch (similar Etsy option), vintage belt, Sezane silk polka dot skirt, Sezane bangle set.
I was drawn to the ethereal glamour of her outfit—a long white dress can read fancy, but maybe she simply dressed with the belief that “every day is an occasion.” We will never know! Witchy feminine details, like the red lace straps and the beaded choker necklaces, convey a sense of her style.
My take: Silk Laundry Carrie silk dress, vintage Collette Dinnigan lace slip (as seen in Practical Magic), old Gray Matters pumps, vintage Gucci velvet purse.
Where to start?? I love everything about these outfits: the sheer layering, the cotton candy crochet, the white lace trim at the hips, the gazillion barrettes in their hair. It creates an eclectic, spontaneous effect really speaks to me. There’s also something funky about the white platforms—it’s almost giving 60s space cadet?—filing away on my spring moodboard.
My take: Vintage Anna Sui camo tee, Sezane silk tank top, armwarmers from jp ebay, Silk Laundry mesh skirt, vintage Prada platform sandals.
This feels like a Sandy Liang runway look, mostly because of the babydoll cut sailor collar dress. The styling of the bandana with the star barrettes and side part hair feels very 2026 cool girl editorial. Everything old is new again. Love the bright red backpack straps (she’s a busy girl with places to be), and whatever those awesome mummy wrap boots are.
My take: Vintage Anna Sui polka dot top, Sezane poplin blouse, vintage Issey Miyake sheer aqua skirt, Loeffler Randall Gemma clogs.
Coming next for paid readers: what really happened in the Sandy Liang sample sale line. Upgrade if you don’t wanna miss the full scoop. An annual subscription comes out to $1.15/week.
xo viv
Thanks for being here. You can find me on IG and TT. My wardrobe recs are saved here—unless it’s vintage, of course ;) I may earn a small commission from purchases made through affiliate links.