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Olive (fashion magazine)

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Olive
Premier cover of Olive, June 1982
Native name
オリーブ
CategoriesFashion
FrequencyBimonthly
PublisherHeibon Shuppan
FounderYamato Shiine, Yoshihisa Kinameri
Founded1981
First issueJune 3, 1982
Final issue
Number		August 1, 2003
442
CountryJapan
LanguageJapanese

Olive was a Japanese fashion magazine founded in June 1982 by Heibon Shuppan as a sister publication to Popeye, a men's fashion magazine. Advertised as a "magazine for city girls", it became popular throughout the 1980s and 1990s, with its final issue published in August 2003.

History

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Olive was founded by Yamato Shiine [ja], who was the magazine's first editor-in-chief. Shiine worked under the publisher and editor of Popeye magazine, Yoshihisa Kinameri [ja]. Olive was initially published as a supplement magazine with issues of Popeye, beginning on November 5, 1981.[1]

Olive was published as a separate magazine to Popeye on June 3, 1982.[1] It was released bimonthly.[2][3] Its debut cover featured the character Olive Oyl from the Popeye comics.[4] The cover was designed by Seiichi Horiuchi [ja], with direction by Masahiro Shintani [ja].[1] Horiuchi designed several covers for Olive, as well as its logo.[5] Olive's tagline was 'Magazine for City Girls',[1] and was originally targeted at university-aged women.[6] It also initially took inspiration from American fashion and culture, in a similar manner to Popeye.[7]

In 1983, Yoshihiro Ebina became editor-in-chief of Olive, and established what came to be Olive's signature style.[8][9][10] The magazine's content drew inspiration from French culture, particularly the fashion trends and lifestyles of "lycéenne" (high school) girls in France.[11] Female readers who followed the fashion trends covered by the magazine became known as 'Olive Girls'. The 'Olive Girl' style was characterized by feminine, layered outfits, often inspired by a romanticized view of western European culture.[11][12] Olive changed its tagline to 'Magazine for Romantic Girls' in 1983.[13]

Miyoko Yodogawa [ja] became editor-in-chief in 1984,[14] and Olive continued to rise in popularity. Celebrity idol singers such as Kyoko Koizumi and Momoko Kikuchi were featured.[15] Olive, under Yodogawa, became known for promoting independence and individuality among young women, while maintaining a sense of femininity and 'kawaii' style.[7][13] In January 1985, Olive published an article entitled A Career Guide for Olive Girls, detailing a more career-orientated path for girls, preceeding the enactment of the Equal Employment Opportunity Law in Japan in May 1985.[15] Olive's circulation reached over 470,000 copies in 1985.[16]

Olive continued publication through the 1990s, but faced decline in the early 2000s. The final issue of Olive was released in August 2003.[17] Junko Sakai, who wrote for Olive under the pen name Margaret Sakai,[18] attributed Olive's decline to the rise in gyaru culture in the late 1990s and early 2000s.[1]

Editors-in-Chief
Name Tenure
Yamato Shiine 1981–1983[1]
Yoshihiro Ebina 1983–1984[8]
Miyoko Yodogawa 1984–1987[14]
Izumi Shinoda 1987–1991[19][20]
Kozue Toyama 1991–1997[21]
Kinue Okado 1997–1999[21]

Legacy

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Olive has seen continued retrospective interest since its discontinuation in 2003. An exhibition of back issues of Olive was held from February 25 to July 1 at the 21st Century Museum of Contemporary Art, Kanazawa, in 2012.[22] The exhibition included live talks from former Olive editors Kozue Toyama and Kinue Okado.[21]

In June 2014, Ginza magazine included a section on the history and cultural impact of Olive.[23] On March 12, 2015, Olive returned as a one-time supplement of Ginza magazine following a rise in interest after the June issue.[11]

On March 31, 2020, An An magazine published a one-time new issue of Olive, featuring singer and actress Yurina Hirate on the cover. An alternative cover featured idol group Bi Shonen [ja].[24][25]

References

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  1. ^ a b c d e f "創刊号を読み解く 第3回 – Olive". www.timeout.jp (in Japanese). 10 June 2019. Archived from the original on 14 April 2026. Retrieved 12 April 2026.
  2. ^ Waseda Literary Society (1983). 早稻田文學・ (in Japanese). 早稻田文學社. p. 69. Retrieved 12 April 2026.
  3. ^ "オリーブ少女を生み出したファッション誌「Olive」展、金沢で開催". www.fashionsnap.com (in Japanese). 29 January 2012. Archived from the original on 27 April 2026. Retrieved 12 April 2026.
  4. ^ "Olive, Magazine for City Girls". americanhistory.si.edu. Retrieved 12 April 2026.
  5. ^ "ロゴの堀内さん". 1101.com (in Japanese). 23 November 2016. Retrieved 12 April 2026.
  6. ^ "「女の子たちは皆『オリーブ少女』になった」―雑誌が女性の生き方を左右した1980年代という時代". www.gentosha.jp (in Japanese). 24 July 2024. Retrieved 12 April 2026.
  7. ^ a b Sukegawa, Koichiro (18 December 2024). "第３回　小泉今日子とオリーブ少女と森ガール". dot.asahi.com (in Japanese). Archived from the original on 22 February 2024. Retrieved 12 April 2026.
  8. ^ a b "[Talk] Positioning the Magazine "Olive" as/in Girls' Culture: From the Perspectives of Consumption, Creation and Feminism". arsvi.com (in Japanese). 11 November 2018. Archived from the original on 17 December 2025. Retrieved 12 April 2026.
  9. ^ Hasegawa, Machizo (24 July 2025). "Oliveを創った男 蝦名芳弘を探して　第十六回". note.com (in Japanese). Retrieved 12 April 2026.
  10. ^ Nanba, Koji (2009). 創刊の社会史 (in Japanese). Chikuma Shobō. p. 120. ISBN 9784480064554. Retrieved 12 April 2026.
  11. ^ a b c Shimanuki, Taisuke (16 March 2015). "今なぜ『オリーブ』が復活？ 厳しくも愛のある『GINZA』編集長・中島敏子が雑誌に託す使命". cinra.net (in Japanese). Archived from the original on 19 April 2026. Retrieved 12 April 2026.
  12. ^ Princen, Gill. "The Japanese Magazines That Defined 90s Streetwear Culture". www.yokogaomag.com. Archived from the original on 26 April 2026. Retrieved 12 April 2026.
  13. ^ a b Kai Nagase (18 June 2016). "The Magazine "Olive" Made Japanese Girls Aware of The Rare Value of Girlhood and Maidenhood : The "Kawaii 2.0" Theory vol.6". tokyogirlsupdate.com. Archived from the original on 23 April 2026. Retrieved 12 April 2026.
  14. ^ a b Horiike, Sachiko (20 January 2016). "30年後の"元オリーブ少女"へ！　淀川美代子編集長に聞く、新生『クウネル』". woman.mynavi.jp (in Japanese). Retrieved 12 April 2026.
  15. ^ a b Yonezawa, Izumi (8 August 2024). "1980年代のロマンティックな多数派「オリーブ少女」とニューウェーブで少数派「宝島少女」". www.gentosha.jp (in Japanese). Archived from the original on 20 April 2026. Retrieved 12 April 2026.
  16. ^ "〈ファッションニュース〉伝説の「オリーブ」復刊　少女のバイブル、１号限り". asahi.com (in Japanese). 24 March 2015. Archived from the original on 2 June 2026. Retrieved 12 April 2026.
  17. ^ "Olive博物館". cookbooks.jp (in Japanese). Archived from the original on 24 April 2026. Retrieved 12 April 2026.
  18. ^ Nishimura, Etsuko (16 August 2025). "伝説の雑誌『olive』を酒井順子さんと振り返り。「オリーブは新しい女の子像を私たちに教えてくれた」". kunel-salon.com (in Japanese). Archived from the original on 20 April 2026. Retrieved 12 April 2026.
  19. ^ メディア・リサーチ・センター (Media Research Center) (1989). 雑誌新聞総かたろぐ (in Japanese). p. 137. Retrieved 12 April 2026.
  20. ^ "オリーブ No.174 1989年 12/18 新しい渋谷で、遊ぶ！". book-komiyama.co.jp. Retrieved 12 April 2026.
  21. ^ a b c "元『オリーブ』編集長　遠山こずえ＋岡戸絹枝トーク". www.kanazawa21.jp (in Japanese). Archived from the original on 7 February 2026. Retrieved 12 April 2026.
  22. ^ "Olive1982-2003　雑誌『オリーブ』のクリエイティビティ". kanazawa21.jp (in Japanese). Archived from the original on 13 February 2026. Retrieved 12 April 2026.
  23. ^ "Ginza No. 204". magazineworld.jp (in Japanese). Archived from the original on 26 April 2026. Retrieved 12 April 2026.
  24. ^ "平手友梨奈が令和版「オリーブ少女」を表紙で体現　『Olive』1号限りの復刊". cinra.net (in Japanese). 5 March 2020. Archived from the original on 23 April 2026. Retrieved 12 April 2026.
  25. ^ "雑誌『Olive』1号限りで復活 表紙は平手友梨奈が令和版"オリーブ少女"を体現". www.oricon.co.jp (in Japanese). 5 March 2020. Archived from the original on 24 April 2026. Retrieved 12 April 2026.
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