World Diaper EXPO: Redefining Dignity Through Design — Japan’s “Care Fashion” RevolutionInspires the World

MOEVIR MAGAZINE
Nov 11
3 min read

In Japan, a quiet revolution is changing the way the world perceives care, ageing, and beauty. At the heart of this transformation stands World Diaper EXPO — a groundbreaking initiative that merges medicine, design, and fashion. Through innovation, empathy, and craftsmanship, it turns an everyday necessity into a statement of confidence, inclusivity, and art.

Producer Kei Hirabayashi, who is wearing a diaper he designed himself.

O-MU-TSU ¹ is revolutionizing the intersection of care for people with special needs, medicine, and fashion in Japan, making diapers not only functional but also stylish, inclusive, and sometimes even artistic. How did this “revolution” begin?

The World Diaper EXPO was organized by the Japan Welfare Medical Fashion Association, which was established in February 2024 with a bold vision.: to create a world where everyone can enjoy fashion, regardless of physical condition or circumstance. For decades, diapers in Japan had been viewed simply as “care products.” The association decided to change that narrative by launching the challenge of designing the stylish diapers of the future in preparation for the World Expo.

The initiative brought together eight major companies — seven leading diaper manufacturers and one prominent underwear producer — and culminated in the world’s largest Diaper Collection, a fashion show held at the EXPO HALL for nearly 1,900 attendees. The event sold out entirely, captivating the audience and sparking global conversation.

When developing new designs, the team incorporated feedback from users, caregivers, and medical professionals. By merging functionality with fashion, they gave diapers a new identity — stylish, cool, and empowering. Among the standout designs were denim-inspired styles, animal prints, and chic outerwear silhouettes that redefined expectations.

What trends do you see in “care fashion,” and how is it changing perceptions of beauty and comfort in Japan and beyond?

“Care fashion” is evolving from something considered someone else’s concern to something that belongs to everyone. A new trend is emerging — one that values both functionality and individuality.

As stylish diapers become more accessible, they will transcend their original purpose and become practical fashion items even for people without disabilities. The distinction between those who wear diapers and those who don’t will gradually fade, paving the way for a future where everyone can enjoy fashion equally — with dignity, comfort, and self-expression.

How are traditional Japanese crafts integrated into your products and shows, and what unexpected effects does this create?

The World Diaper EXPO actively integrates traditional Japanese craftsmanship, including Nishijin weaving, Kyo-yuzen dyeing, and gold leaf stamping. These elements elevate the designs from functional garments to works of art, embodying both cultural heritage and contemporary innovation.

By merging artisanal techniques with cutting-edge materials, diapers have been transformed from medical care items into fashion statements. This unexpected fusion has inspired awe among audiences and sparked collaborations that unite generations and industries — from artisans to scientists.

At the INTERNATIONAL DIAPER FORUM held the following day, diapers were discussed as A global trend. Which of your ideas or solutions surprised international guests the most?

Many international guests were astonished by how items traditionally associated with nursing and disability care could be reimagined as stylish, artistic expressions. The presentation of diapers as fashion challenged deeply rooted perceptions and inspired new respect for the care industry.

Medical professionals and designers commented, “It completely changed my image of diapers,” and “I was amazed by the fusion of fashion and care.” This shift in perception underscores the power of creativity to humanise healthcare and promote inclusion worldwide.

Are there any special stories from people who have used your products and shared how it changed their daily lives?

Absolutely. One elderly woman said, “I want to wear these when I travel.” Younger people, too, expressed excitement: “I don’t feel embarrassed anymore — I actually want to wear them,” and “I hope they’ll be available soon.”

Such stories reveal fashion’s profound emotional impact. When design meets empathy, it restores confidence and joy in everyday life — empowering people to live more freely, more beautifully, and more authentically.