This study examines Ametora style in Japan. Ametora or American Traditional is one of the popular fashion street styles in Japan. The purpose of this study is to examine the process of cultural hybridization between western and Japanese cultures. The data sources in this study were obtained from books and visual documentation such as catalogs, lookbooks, and advertisements from Japanese brands such as Beams+ which feature the Ametora style. The research method that will be used is a qualitative descriptive method. The theory used is the Cultural Hybridity theory. This theory explains how local and global cultures not only collide but also blend and form new identities. This hybridization process will later form a new resistance and negotiation for a group of people in social relations between Western culture and Japanese culture. Ametora's style of dress, which was originally an adoption of the traditional American style, then underwent a process of reinterpretation by Japanese society through a blend of local aesthetic values, social needs, and unique cultural sensitivities. This research will show that Japanese society creatively adapts foreign fashion elements to become part of local identity through visualizations strengthened by brands such as Beams+.
