Public image

Hamasaki's influence goes beyond music; she is often considered a fashion icon and trend-setter, a status attributed to her tight control over her image. Besides her frequent appearances in fashion magazines, such as Vivi, Popteen, and Cawaii, Hamasaki has often been lauded for her trendy choices in apparels and accessories; Oricon has repeatedly named her the "Most Fashionable Female Artist". Many aspects of Japan's fashions—including clothing, hair, nails, and accessories—have in some way been influenced by her. As with her music, trends Hamasaki started have spread to Asian countries as Taiwan, China, and Singapore. Among the trends Hamasaki has started are hime-kei (a look inspired by the fashions of 18th century French aristocracy) and chapatsu; she has also heavily influenced the kogal subculture. Hamasaki's constantly changing image is apparent not only in her fashion photo shoots and commercial endorsements but also in her record covers, an element she considers essential in conveying her message.She has portrayed herself as a vine-clad "peace muse" or "Greek goddess" (on her album I Am...), as a "twenty-first-century Joan of Arc" (for her single "Free & Easy"), and as a "funky Lolita". Though Hamasaki has portrayed herself in earlier releases as a "girl next door", she has adopted a more sexualized image since the release of Loveppears. The covers for records including Loveppears, I Am..., and Rainbow feature Hamasaki in states of partial nudity, for which she has generated controversy.Hamasaki also garnered criticism after she modeled bra for lingerie manufacturer Wacoal, though most of the criticism alleged that Hamasaki was only trying to "play catch-up" with Kumi Koda, who gained popularity for her overtly sexual image.

Hamasaki has been sought by numerous brands to endorse their products. Throughout her career under Avex, she has promoted products that ranged from electronics (Tu-Ka cell phones and Panasonic) to various snack foods. Among the products she has advertised on television are the Honda Crea scooter, Kosé cosmetics, Mister Donut donuts, and Boss coffee. As well as serving as background music for television advertisements, some of Hamasaki's songs have been used as themes for video games, television shows and motion pictures, such as Onimusha: Dawn of Dreams, InuYasha, and Shinobi: Heart Under Blade. Although Hamasaki initially supported the exploitation of her popularity for commercial purposes, saying that it was "necessary that [she is] viewed as a product", she eventually opposed Avex's decision to market her as a "product rather than a person".