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      1: SHOJO NAMI BY RIN NADESHICO. 2, 10, 11: NANATSUIRO DROPS © UNISON SHIFT/SOFTPAL. 3: MOENO NITO FROM AKB48. 4: THE ILLUSTRATED SCHOOLGIRL UNIFORM GUIDEBOOK BY NOBUYUKI MORI. 5: CHIAKI KURIYAMA AS GOGO YUBARI IN KILL BILL © 2003 MIRAMAX FILM CORP. 6: TOMOMI NAKATSUKA FROM AKB48. 7: RINO SASHIHARA FROM AKB48. 8: REI AYANAMI FROM NEON GENESIS EVANGELION © GAINAX KHARA/PROJECT EVA. 9: SAKURA FROM STREET FIGHTER IV © CAPCOM USA. 12: SCANDAL COURTESY EPIC RECORDS. 13: SAWA FROM KITE © 1998, 2000 YASUOMI UMETSU/GREEN BUNNY. 14: THE MELANCHOLY OF HARUHI SUZUMIYA © NAGARU TANIGAWA/NOIZI ITO, COURTESY KADOKAWA. 15: HARUKA SUZUMIYA FROM THE ETERNITY YOU DESIRE © 2008 ÂGE. 16: LUCKY STAR © KAGAMI YOSHIMIZU/LUCKY STAR PARADISE, COURTESY KADOKAWA. 17: © 1976, 2010 SANRIO CO., LTD

      ALL ORIGINAL ILLUSTRATIONS AND ORIGINAL DESIGN BY ANDREW LEE WITH MASUMI AKIYAMA.

      Published by Tuttle Publishing, an imprint of Periplus Editions (HK) Ltd

       www.tuttlepublishing.com

      Copyright © 2010 and 2014 Brian Ashcraft

      All rights reserved. No part of this publication may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without prior written permission from the publisher.

      ISBN: 978-1-4629-1409-8 (ebook)

      Distributed by

      North America, Latin America & Europe

      Tuttle Publishing

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       Fax: 1 (802) 773-6993

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       www.tuttlepublishing.com

      Japan

      Tuttle Publishing

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       Tel: (81) 3 5437-0171

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       www.tuttle.co.jp

      Asia Pacific

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       www.periplus.com

      17 16 15 14

       5 4 3 2 1

      Printed in Singapore

       1402CP

      TUTTLE PUBLISHING® is a registered trademark of Tuttle Publishing, a division of Periplus Editions (HK) Ltd

      Contents

      Introduction

       Chapter One: Uniforms

       Sailor girls

       Chapter Two: Music

       Idol worship

       Chapter Three: Movies

       Girls on film

       Chapter Four: Shopping

       Material girls

       Chapter Five: Kogals, magazines & books

       Cover girls

       Chapter Six: Art

       Artists’ muse

       Chapter Seven: Games

       Play girls

       Chapter Eight: Manga & anime

       Comic icons

       Conclusion

       Bibliography

       Index

       Acknowledgments

      Introduction

      She is the queen of cool. She’s a cold-hearted killer. She’s a popstar, an angel, a saviour. She makes men weak at the knees, and makes women nostalgic. She gives children hope. She’s a heroine for gamers, a muse for artists, and an inspiration to her peers. The power of her purse makes businesses drool, while marketers scramble for her opinion. She’s a trendsetting trail-blazer, and a glimpse of her country’s future. She’s a symbol of feminine mystique. She is the Japanese schoolgirl.

      Schoolgirls, of course, are hardly unique to Japan. But I would be hard pressed to find someone here who disagrees with the manga editor who told me that Japanese schoolgirls make “an impact” on society—an impact that, I believe, is more profound and influential than that of school kids anywhere else on the globe. The question

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