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Perhaps the most famous figure in the movement, comedian Naomi Watanabe launched PUNYUS. Her brand's lookbooks are essential content, featuring vibrant, 90s-inspired streetwear that goes up to US size 18-20 (Japanese size 6L).

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The landscape is moving faster than ever. Here is what is coming in for the next season. Perhaps the most famous figure in the movement,

The first and most iconic magazine dedicated entirely to plus-size fashion in Japan. It’s a goldmine for seasonal styling tips and makeup looks tailored for rounder faces. Here is what is coming in for the next season

: Currently one of the highest-demand stars in Japan's modern adult entertainment industry, known for successful branding and media presence outside of her primary field.