Seventeen, non-no, CanCam, ViVi: a reader’s guide to Japan’s fashion magazines, and the models who grew up inside them

Japan's fashion magazines for young women do not describe an age. They claim one. Seventeen's own site calls it a medium for high-school girls. non-no's slogan is when you become a university student, non-no. CanCam's editor writes that the target is women in their twenties. sweet's cover line this year is once again: a declaration of being a girl for life, at 28. Read those in a row and the shelf turns into a staircase, and the reader is expected to climb it a step at a time, often behind the same model, who is climbing it too.

I used to sort the magazine box in a secondhand clothes shop, a job nobody wants and the one that taught me the most. The way I remember it, customers brought in last season's issues with the pages they had copied still dog-eared, and the creases told you a year of somebody's life: a Seventeen worn soft at the school-uniform pages, a non-no from the spring she started university, then a gap, then a CanCam. No one had explained the staircase to her. She had climbed it anyway. This article is about that staircase, written from what the magazines and the models' own agencies say on their own pages, all of them opened on 5 September 2026.

How the system works: exclusive models, auditions, graduation

The word to learn is senzoku, exclusive. A Japanese fashion magazine of this kind does not book models issue by issue; it keeps a roster of exclusive models who appear in it and, by convention, nowhere that competes with it. Seventeen's site introduces its roster with the line When you say Seventeen, everyone thinks of the Seventeen exclusive models everyone looks up to, and gives each of them a profile page and a daily blog slot. When a model leaves, the verb every site uses is the school verb: she graduates.

New ones arrive by audition, and the auditions are institutions with numbers. Seventeen holds Miss Seventeen every year. MEN'S NON-NO is on its forty-first. egg ran its seventeenth exclusive-model audition in the spring of 2026 and opened the eighteenth in July. Below the exclusives sits a second tier of readers who model: JJ's application page asks for women aged 18 or over, students or working living near Tokyo, Nagoya, Osaka or Kobe, who love JJ; CanCam's media page lists a reader organisation called it girl with about sixty members; non-no numbers its non-no girls from No.1 to No.13.

Take six of the alumnae whose career pages we opened first, five agency profiles and one farewell interview: they read like the same story told six times. One went from the junior-high magazine nicola to Seventeen; one from Seventeen to CanCam; one, in her own farewell interview, from nicola to Popteen to ViVi; one spent eight years at non-no and left; one was a Seventeen model for about two and a half years from 2003 and is now, in her agency's words, an actress who debuted after modelling. The magazines do not only sort readers by age. They sort the models by age, and the two move up together.

Seventeen makes the point for me. Its site keeps a year-by-year list of every winner of its audition since 1999, last updated in March 2026, and if you read that list against this September's rosters the whole climb is written out. Mayuu Yokota, class of 2014, and Natsuki Deguchi (出口夏希)PR, 2018, are non-no models now. Nao Kosaka, who joined Seventeen with the July 2018 issue and graduated in November 2024, is on non-no's roster this month. Ririka Tanabe (田鍋梨々花)PR, 2016, is at CanCam. Sachi Fujii, 2012, spent about seven years at ViVi and left in 2024, and two of ViVi's current nine are the class of 2019. 桜田ひより, 2018, is on Ray's October cover; 八木莉可子, 2016, on sweet's September one. Two of the five women on CanCam's December 2009 cover were Seventeen's winners of 2001 and 2002. Nobody planned a career path. The magazines' own pages, read together, describe one.

Seventeen (Shueisha): the school years

Shueisha's own company history records that Weekly Seventeen was founded in May 1968 as a big-sister magazine to its girls' comic weekly Margaret, a weekly for teens. In December 1987 it went to twice a month and became SEVENTEEN in capitals; in September 2008 it went monthly and the logo became the lower-case Seventeen you see now. The publisher's current media page lists its print form as irregular: four issues in 2026, a spring number on 2 March, autumn on 1 September, winter planned for 1 December. In the same table its website does 29.4 million page views a month.

Four printed issues a year and 29 million monthly page views describe a different object from the weekly of 1968, and the site does not read like a decline. Seventeen-Web is loud and busy: the twenty-five exclusive models, the ST models, have profile pages and take turns on a daily blog; the autumn 2026 issue on sale now has two covers, one with 上坂樹里 (Juri Kosaka), who graduated as an ST model with that issue, and one with Hearts2Hearts. The site calls itself the No.1 medium for high-school girls. It does not say No.1 by what measure, so that is the magazine's own description, not ours. The models on the roster this September include Ayana Kasai, Rui Tsukishima, Mau Oguni and Yuna Takahira; we have not attached shop links to any of them, because this is a magazine for schoolgirls and we could not confirm anyone's age from an official page.

The alumni are where Seventeen's weight shows, and the magazine keeps the register itself: a page headed Miss Seventeen through the years lists the winners from 1999 on, with a note that the first two years' contest was called the New ST Model Audition and that names are given as announced at the time. Read down it and twenty years of Japanese screens go by. Keiko Kitagawa (北川景子)PR is the class of 2003; her agency Stardust records that she was a Seventeen model from 2003 for about two and a half years and made her debut as an actress in 2003 after modelling. 木村カエラPR is 2001, 佐藤ありさPR 2005, 滝沢カレンPR 2008, 広瀬アリスPR and 橋本愛PR 2009, 三吉彩花PR and 森川葵PR 2010, Ayami Nakajo (中条あやみ)PR and 新川優愛PR 2011, 広瀬すずPR, 岡崎紗絵PR and Sachi Fujii (藤井サチ)PR 2012. Not everyone came through the audition. Mei Nagano (永野芽郁)PR was a regular in the junior magazine nicola from June 2013 to May 2016 and then a Seventeen regular from September 2016 to June 2019, and Nao Kosaka (小坂菜緒)PR, of the group 日向坂46, joined with the July 2018 issue and left with the autumn-winter issue of 15 November 2024 after, in the site's words, about six and a half years. Nakajo went up the next flight, to CanCam, from 2017 to 2024. Search any of them on Amazon Japan and what comes back is photobooks and magazine issues, close to what a Japanese fan would buy.

Find it: Seventeen-Web · YouTube · watch on this site · back issues on Amazon JapanPR

non-no (Shueisha): the university years

non-no was founded in May 1971, the same company history says, under the banner of a fashionable magazine with love. The magazine's own About page adds the part I did not know: non-no means "flower" in the Ainu language, and the name was chosen with the wish that it be a magazine loved like a flower. It is fifty-five years old this year. Its slogan is a sentence, not a tagline: Now and always. When you become a university student, non-no.

It is a monthly, out on the 20th. The publisher's media page gives its average print run as 71,000 copies, citing the Japan Magazine Publishers Association's latest published figure, and in the next line gives a total reach of 5.58 million, which it defines as print plus e-book readers plus website visitors plus members plus followers. Set those two numbers side by side and you have the shape of every magazine in this article: a printed thing that is small, and a name that is large.

Fifteen non-no models are on the roster this September, and the site's menu gives five of them a column of their own: Sakura Endo (遠藤さくら)PR writes Sakura-goyomi, a calendar; Mayuu Yokota (横田真悠)PR has MAYUU's #SWAG; Ayaka Konno (紺野彩夏)PR runs one whose title puns on an izakaya; Rinka Kumada (久間田琳加)PR has Make my Wish, Make my Face; Hina Kikuchi has Hina-dig. Alongside them stand Nagi Inoue (井上和)PR, Natsuki Deguchi, Meari Hayashi, Nao Kosaka and the rest, and beneath them the thirteen numbered non-no girls, the readers who model.

The alumna is Yuko Araki (新木優子)PR, whose agency profile puts it in one line: she served eight years as an exclusive model for the fashion magazine non-no, from the March 2014 issue to the January 2022 issue. Eight years is two full university generations. Somewhere there is a woman who started reading non-no as a first-year and finished as a manager, and had the same face on the pages the whole time.

non-no writes its own farewells, and they are the best-counted pages in this article. When 西野七瀬PR left in early 2022 the site did the arithmetic: she debuted in the June 2015 issue, spent six years and nine months as a non-no model, 2,468 days, from twenty to twenty-seven, and found out on being chosen that the magazine's founding date was her birthday. The March 2022 issue gave her the cover, the opening feature and a supplement. The same site, introducing a 2024 film, calls 堀田真由 a non-no model OG beside a current one; OG, old girl, is the word these magazines use for a graduate. And Nao Kosaka, who left Seventeen in November 2024, is on the roster this month: the climb, with a name on it.

One more number, because it is the cleanest one available. The Japan Magazine Publishers Association's own table for April to June 2026 puts non-no's certified print run at 80,000 copies an issue; the publisher's media page, citing the association's latest figure, says 71,000. Same association, different quarter.

Find it: non-no web · YouTube · back issues on Amazon JapanPR

CanCam (Shogakukan): the twenties

CanCam was founded on 1 November 1981 and comes out on the 23rd of the month, about 250 pages, with a certified print run of 86,000, all according to Shogakukan's advertising page. The same page carries a message from the editor, 加藤真実, that is the clearest statement of intent on any of these sites: The current target is women in their twenties: sensitive to trends and hungry to become lovely. She reports, a little sheepishly, that people on social media call it the safe and trusted CanCam, and then says the thing an editor is allowed to say once: that on delivering a trend in the right form and on making visuals that move people, we are confident we lose to no one.

The nine exclusives this September are, if you read their profile pages, a story about where models come from now. Mizuki Yamashita (山下美月)PR joined with the October 2018 issue and, the profile notes, graduated from 乃木坂46 in May 2024. Shiho Kato (加藤史帆)PR, joined April 2019, is a member of 日向坂46. Rikako Sasaki (佐々木莉佳子)PR, joined August 2021, graduated from the Hello! Project group アンジュルム in June 2024. Meru Nukumi (生見愛瑠)PR, joined May 2021, is the one the site calls by her nickname, Meruru (めるる). Three of the four profiles we opened record a group: 乃木坂46, 日向坂46, アンジュルム. The remaining five on the roster are Ami Komuro, Mizuho Shiromiya, Ririka Tanabe, Manami Ono and Kotomi Tachibana; behind them, the sixty-odd it girls.

CanCam's own fortieth-anniversary pages tell the rest, decade by decade. The first issue's cover, in November 1981, was the model 松崎悦子, who stayed on it for six issues; there were no exclusive models yet, readers did the modelling, and the first call for exclusives ran in the April 1982 issue. The nineties covers the site reprints include a January 1997 line-up of 仁香, 梨花PR, 米倉涼子PR, 長谷川理恵 and 藤原紀香PR, the CanCam models of the late nineties, each with her own features and serials. Then the 2000s, which the magazine describes without modesty: three top models it calls Yū, Moe and Ebi-chan, and the magazine selling out every month. 山田優PR was fifteen and walking past SHIBUYA109 when an editor stopped her. Moe Oshikiri (押切もえ)PR came, her agency Pearl records, from being a readers' model in a teen magazine to CanCam exclusive from the August 2001 issue to the April 2007 issue, then to the sister title AneCan until the December 2016 issue. Yuri Ebihara (蛯原友里)PR got her first solo cover about a year after her first visit to the editorial office, in December 2003; the site says the clothes she wore sold like they were flying off the shelves and that she was shooting at least fifty jobs a month. The later 2000s exclusives, the same pages say, included 長谷川京子PR and 森泉PR as well as Yonekura and Yamada, and a December 2009 cover put five of them together: 徳澤直子PR, 西山茉希PR, 安座間美優PR, 舞川あいくPR, 山本美月PR. 高橋メアリージュンPR opens the site's series of interviews with former exclusives with the line I was a CanCam model.

Two alumnae, both from the same agency, TEN CARAT, and both on its pages in the plainest possible form. Ayami Nakajo, met above, was CanCam's from 2017 to 2024. Ren Ishikawa (石川恋)PR was an exclusive from July 2017 to December 2022; the same profile lists where she has been since 2023, and it reads as the next flight up, in one line: Bijin Hyakka, CLASSY., InRed, steady.

Two certified figures, because the difference is the lesson. Shogakukan's advertising page gives CanCam a certified print run of 86,000; the publishers' association's table for April to June 2026 gives 47,333. Both are certified. They are not from the same quarter, and I have kept both so you can see how far a number moves with its date.

Find it: CanCam.jp · YouTube · watch on this site · back issues on Amazon JapanPR

ViVi (Kodansha): Z generation, by its own description

ViVi was founded in May 1983, Kodansha's history says, two years after with. It is a monthly on the 23rd, ¥850, and the advertising page puts its print run at 80,000, varying by issue. The site describes itself as being for the Z generation, living your own way and living cool, and Kodansha's magazine list introduces it as over 8.5 million followers in total: the No.1 medium for reaching the young. The No.1 is the publisher's; no basis is printed.

Then the same advertising page gives the readers' ages, and the Z generation gets complicated. Fifteen to nineteen: 17.6 per cent. Twenty to twenty-four: 26.7. Twenty-five to twenty-nine: 27.7, the largest group. Thirty to thirty-four: 10.5. Thirty-five and over: 17.5. By the publisher's own data, almost as many of ViVi's readers are 35 or over as are under 20. I read that table three times. People who were ViVi's readers at twenty do not all leave when the magazine tells them to, and the magazine does not make them.

The nine ViVi models this September include Erica Murakami (村上愛花)PR, whose first appearance was a December 2018 feature titled Nice to meet you, I'm Erica, and who lists as the thing she keeps in mind always acting with my seniors' backs in view; Lina Arashi (嵐莉菜)PR, first seen in May 2020; Ten Yamasaki (山﨑天)PR, first seen in November 2020, whose answer to the same question is I am still learning; and Seira (せいら)PR, who arrived through a summer snap feature in 2021. Arianna Sakura, ブリッジマン遊七, 雑賀サクラ, Suzuka Chinzei and Kohana Arisaka complete the roster.

ViVi writes its graduations too. In April 2024 the models and editors posted their farewell to Sachi Fujii (藤井サチ)PR after about seven years, the same Sachi Fujii who won Seventeen's audition in 2012; the same page notes that Ten Yamasaki had by then been a ViVi model for three years and was on her third solo cover. In January 2021 a new editor reported from the shoot of Alissa Yagi (八木アリサ)PR's graduation feature. In 2023 the magazine turned forty and threw a ViVi Night. And the association's table for April to June 2026 lists ViVi at 46,850 certified copies an issue.

ViVi's most useful alumna wrote her own exit. In April 2025 the site published Nicole Fujita (藤田ニコル)PR's farewell after seven years and five months as a ViVi model. She tells the climb from the inside. Her first exclusive contract was with nicola, which she says she left in an awkward position; at Popteen she resolved to become the model everyone thought of as the magazine's face; and when she became a ViVi model, she says, social media was buried in cold comments, while the day she announced her graduation it filled with sad ones and warm ones. Then comes the sentence that made me copy the page out. She still wants to be in magazines, because a page that has been designed and composed with care is lovely to the last corner, and it does not flow away when you scroll. Nobody has put the case for print better, and she put it on a website.

Find it: ViVi · YouTube · watch on this site · back issues on Amazon JapanPR

JJ (Kobunsha): fifty years, and the readers who model

Kobunsha's company chronology has a single line for it: April 1975: women's monthly JJ founded. The site is running a fiftieth-anniversary series this year and put on a JJ 50th Anniversary Fest 2026 with music and talk; its YouTube channel, JJ official, is following a new generation of J-GIRL & J-BOY models through auditions in a behind-the-scenes series. What JJ shows most clearly is the second tier. Its recruitment page for readers' models is the most specific in this article: women aged 18 or over, students or working, living near Tokyo, Nagoya, Osaka or Kobe, sending a shop-bought CV with their height, their high school, the shops where they buy and the salon they go to added by hand. It reads like an application to join a club. I think that is the point.

For the fiftieth JJ put on two days at Pia Arena MM in Yokohama, 18 and 19 April 2026, under a theme it printed in English, Now is our time. Free to shine. Just be yourself., and promised the models of past generations and the current exclusive models on the same stage. The additions announced that April say where JJ is going: its first male exclusive models, the actors 別府由来 and 元之介, and four of the eight winners of the JJ Model Audition 2026, the third generation of what it calls J-BOY and J-GIRL.

We could not find the print schedule on the site and have not guessed one, and JJ is not in the publishers' association's table for this quarter, so the links are the useful part.

Find it: JJ · YouTube · back issues on Amazon JapanPR

Ray (DONUTS): every day, a little cuter

Ray belongs to a company called DONUTS, whose own site lists the magazine beside a games studio, a short-drama app and a fashion event named after Sapporo that it has held since 2007. The magazine's About page is a wish list in the reader's voice: Becoming a cuter me, 365 days a year, then the questions the site promises to answer, from I want to know outfits that make me cuter to what does the boy I like really think. The October 2026 issue went on sale on 21 August at ¥920 with 桜田ひより on the cover. Nine models are listed for the magazine this September: 加藤ナナ、金川紗耶、村瀬紗英、三浦理奈、本田紗来、中川紅葉、北里琉、櫻井優衣、斎藤司. We have left their names in Japanese, with no shop links, because the model pages give neither a romanisation nor a birth date, and we do not invent either.

Ray's graduations are on its site as well. 白石麻衣PR of 乃木坂46 became a Ray exclusive from the May 2013 issue, her group's site announced that March, and Ray counted five years when she left. 松元絵里花PR first appeared in the November 2014 issue, was made exclusive two months later together with 朝比奈彩PR, and announced her graduation in the January 2021 issue after about six years. 桜田ひよりPR on this October's cover is the Seventeen class of 2018. Ray's publisher is not among the fifty-three in the association's circulation table, so there is no certified figure to give you.

Find it: Ray web · YouTube · watch on this site · back issues on Amazon JapanPR

sweet (Takarajimasha): a girl for life, at 28

sweet was founded in March 1999, Takarajimasha's chronology says, nine and a half years after the same company started CUTiE. Its current cover line, on the publisher's shop page, is Once again! A declaration of being a girl for life, at 28, an unusual sentence to print on a fashion magazine: an age, and a refusal of it, in the same breath. The September 2026 issue went on sale on 10 August at ¥1,690 with 八木莉可子PR on the cover, Seventeen's class of 2016, and a special supplement. The tags the site is pushing this month include 齋藤飛鳥, 紗栄子 and 森香澄. Takarajimasha is not among the publishers in the association's circulation table, so its print run is its own business.

Takarajimasha calls itself Fashion magazine No.1 in the header of its site, and unlike the other two publishers it says what it means: a page explains that the claim comes from the Japan Audit Bureau of Circulations' report for the first half of 2017, and that ABC figures are copies actually sold, not copies printed. That is a nine-year-old badge, worn honestly. I would rather have that than a No.1 with no footnote.

Find it: sweet web · YouTube · watch on this site · back issues on Amazon JapanPR

egg: the gyaru magazine, as it exists now

egg's own revival page gives its history in five lines: founded in 1995 by Million Shuppan, a first hiatus in March 2000, a second in 2014, a web revival on 21 March 2018 built on YouTube and TikTok, and a return to print on 1 May 2019, the day the Heisei era ended. The publisher's release for that issue says egg had a peak print run of 500,000 copies and stood for the gyaru culture of the Heisei years, and dates the hiatus to June 2014. FASHIONSNAP's interview with the editor who relaunched it, 赤荻瞳, then twenty-one, credits the 1995 launch to Taiyo Tosho and gives the last print issue as the July 2014 number, on sale in May. Two names for the 1995 publisher, then, and I pass on both. What egg is today is on its current company page: the operator is 株式会社エイチジェイ, a company founded on 25 December 2017 in Shibuya, in the business of casting, promotion, product development, events, advertising and running social-media accounts. What that company publishes is a seasonal issue, egg Spring 2026 out on 27 April; a festival, egg fes 2026 on 25 April; a numbered audition, the seventeenth decided in April and the eighteenth opened in July; and a roster listed by nickname rather than name: あいみん、かえちゃ、じゅな、マリサ、めいちゃみ, RIKU and the rest.

Find it: egg · YouTube · watch on this site · back issues on Amazon JapanPR

Popteen: the teen magazine that went to the web first

Popteen is not on the rack any more, and it said so itself. On 1 February 2023 a press release issued by a company called Foreside announced that the monthly Popteen is relaunching as a web magazine from the March issue: the regular monthly would no longer be published, a few books a year on make-up and dieting would take its place, and everything else would move to a site called Popteen media. The reasoning in the release is the plainest sentence in this article. The lives of the junior-high and high-school girls who read it had moved online, and a magazine that had been called the bible of junior-high and high-school girls decided to follow them. Its 2023 media guide counts that year as Popteen's forty-third, and opens with the era when the trend-sensitive teenage girls once called gyaru led the market. The company that runs it, 株式会社ポップティーン, was founded in November 2014 and also publishes Cuugal, for girls in primary and junior-high school; the print editions are credited to Kadokawa Haruki Corporation. Nicole Fujita, above, was Popteen's before she was ViVi's.

Find it: 株式会社ポップティーン · Popteen media · back issues on Amazon JapanPR

LARME: the quarterly that bought itself

LARME was founded in September 2012 with 中郡暖菜 as its first editor, and its own release says its print run reached 230,000 within a year, a figure I pass on as the company's. Tokuma Shoten published it until issue 045 of 17 March 2020. That June a new company named after the magazine, led by the same editor, announced it had bought the title outright, and Tokuma confirmed the transfer on its own site. LARME is now a quarterly, on the 17th of March, June, September and December at ¥980, according to the subscription retailer Fujisan, whose listing carries the magazine's own description: the name is French for a tear, and the magazine means to stand in for a girl's sad tears with smiles. Its summer 2026 issue, number 069, went on sale on 17 June with CUTIESTREET, 桜庭遥花 and PiKi on the cover.

Find it: LARME at Fujisan · on Amazon JapanPR

Three more, briefly

MEN'S NON-NO is the boys' flight of the same staircase: founded in May 1986, Shueisha's history says; a monthly on the 9th with an average print run of 40,000 by the publisher's page and 46,667 certified in the association's April to June 2026 table; celebrating its fortieth year in 2026 with the forty-first model audition under way and a web audience of 41.7 million page views a month. Site · YouTube · watch on this site · on Amazon JapanPR

with, founded by Kodansha in 1981, is a lesson in reading the current page rather than the memory. Its web address today greets you as with class, Kodansha official: enjoying family time more, and Kodansha's magazine list files with class as a cross-media title for families. When or why that happened is not written on either page, so we do not say. The YouTube channel called with still exists. Site · YouTube

MORE, founded by Shueisha in May 1977 as a large-format quality-life magazine, published a short notice on 26 September 2025: with the MORE AUTUMN 2025 issue that day, the print edition pauses publication for the time being, while its regional project continues as MORE JAPAN by SHUEISHA. Paused, the notice says. Forty-eight years of print stopping, for now, on a one-page PDF is a fact I wanted to soften, and the notice does not.

What the numbers say, and what they do not

Three of these publishers call something No.1. Seventeen: No.1 medium for high-school girls. Kodansha for ViVi: No.1 in reaching the young. Takarajimasha: No.1 fashion magazine, from a 2017 sales report. Only the last gives its basis. We have quoted all three as claims and ranked nothing ourselves, and I would treat any list that orders these magazines by popularity, including one you might have expected from this article, as a list of what its author remembers.

There is one table where the basis is the same for everyone. The Japan Magazine Publishers Association publishes, four times a year, the average print run per issue of each member magazine, certified with the printers' cooperation. Its table for April to June 2026 gives non-no 80,000; CanCam 47,333; ViVi 46,850; MEN'S NON-NO 46,667. For scale, the same table has CLASSY. at 57,500, Oggi 43,000, VERY 83,607, STORY 104,300 and S Cawaii! 25,395. Seventeen, JJ, Ray, sweet, egg, Popteen, LARME and MORE do not appear in that quarter's table, and Takarajimasha and DONUTS are not among the fifty-three publishers it lists. The publishers' own media pages carry other figures with other dates: CanCam 86,000 certified, non-no 71,000, ViVi 80,000, varying by issue, MEN'S NON-NO 40,000. None of them is wrong. They are photographs of the same thing taken on different days, and the association's is the only one where every magazine was photographed at once.

What we could not check

• History we did not write. Ray's founding year and earlier publisher; when with became with class; JJ's print schedule. Each is absent because none of the magazines’ own pages stated it.
• egg's first publisher. egg's own revival page says Million Shuppan; FASHIONSNAP says Taiyo Tosho. Both are given above; we have not chosen between them.
• Famous alumni still missing. A few names you may expect are absent because no official page confirming their exclusive-model years could be opened, and CanCam's site search blocks automated requests. Every alumna named above appears on a magazine's or an agency's own page.
• Subscriber counts. We link the channels and do not print their subscriber numbers; the figures extracted from channel pages were not stable enough to trust. The counts we measured for each channel are on this site's channel list.
• Ages and readings. Where a name has no romanisation on an official page it is printed in Japanese. Shop links go only on names whose adulthood an official page or an audition year establishes; current Seventeen, egg and Ray models carry none.

Where to watch them

Most of these magazines are on this site as channels you can play without leaving the page: ViVi, CanCam, Ray and with under Outfits & styling, Seventeen and egg under Gyaru, MEN'S NON-NO under Menswear, and sweet and NYLON JAPAN under Harajuku & Shibuya street. If you have never seen the models, start there: the blogs and profile pages tell you who they are, but the channels show you what all of this is for: a girl a few years older than the reader, dressed the way the reader would like to be in a few years, moving.

Sources

Every quotation above was read on the publishers', magazines' or agencies' own pages on 5 September 2026 and, except where the page is in English, is this site's translation; the Japanese originals are recorded verbatim in our fact ledger for this article. In order: Shueisha, company history and its MORE print-pause notice (PDF); Seventeen-Web, About, models and magazine; Shueisha ADNAVI, Seventeen, non-no and MEN'S NON-NO; non-no web, About and models; Shogakukan AD POCKET, CanCam; CanCam.jp, exclusive models; Kodansha, history and magazines and media; Kodansha AD Station, ViVi; ViVi, models and Nicole Fujita's farewell interview; Kobunsha, chronology; JJ, readers' model recruitment; Ray web, About, magazine and models; DONUTS; Takarajimasha, chronology, sweet and its note on the No.1 claim; egg’s front page, operating company and models; MEN'S NON-NO WEB, About; with class; agency profiles at Stardust (Keiko Kitagawa), Stardust (Mei Nagano), Stardust (Yuko Araki), TEN CARAT (Ayami Nakajo) and TEN CARAT (Ren Ishikawa). Added on 6 September 2026: Seventeen-Web, Miss Seventeen through the years and Nao Kosaka's graduation notice; CanCam.jp, 40 years of covers: 1981 to the 1980s, the 1990s, the 2000s part 1 and part 2; Pearl (Moe Oshikiri); non-no web, 西野七瀬 graduation special, its 2024 film feature and Nao Kosaka's profile; ViVi, farewell to Sachi Fujii and Alissa Yagi's graduation shoot; JJ, 50th Anniversary Fest 2026 and its added performers; Nogizaka46, 白石麻衣 to become a Ray exclusive, Ray web, five years of 白石麻衣 and 松元絵里花 graduates; egg's revival project page, MRA's release on the 2019 revival issue and FASHIONSNAP's interview with the editor; Foreside's release on Popteen's move to the web, Popteen's 2023 media guide (PDF), its front page, its company page and Fujisan's Popteen listing; LARME's release on acquiring the magazine, Tokuma Shoten's notice and Fujisan's LARME listing and its latest-issue tab; Japan Magazine Publishers Association, certified print runs. The magazines' YouTube channels were confirmed from the links on their own sites. None of the source links above are affiliate links.

Rosters, cover stars, prices and sale dates change monthly, and every roster in this article is the one shown on the magazine's own site on 5 September 2026. Check the magazine's page before you buy an issue for a particular model.