Back cover of the first FRUiTS book

FRUiTS is a magazine series focusing on street snaps from Harajuku. The magazine was started by Schoichi Aoki in 1997, and later released as 2 books in the US, Fruits (2001) and Fresh Fruits (2005) which both featured a number of Lolitas. These 2 books were easily available outside of Japan and were a major impact on the Lolita community outside of Japan, as they were the only print books that featured Lolitas outside of Japan for years.

In the earily part of the 2000's any "wacky" Japanese street fashion was typically erroneously reffered to as Fruits fashion.