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.