Some choose to call the kawaii craze a subculture, but whoever is the brain behind it, there is a long detailed explanation for the kawaii concept. Men and women carry the kawaii attitude and partake in the kawaii culture through their outfits and costumes. Funny enough, some of these trends that contribute to today’s styles have historical significance.
Harajuku is the heart of the Japanese street fashion and it is a street that built its reputation on fashion even though there are other brands and shops like gifts shop, and kawaii themed restaurants located there. Some may see it as and alternative to Disneyland or fashion zoo.
Japanese fashion characters like lolita, decora, fairy kei, visual kei and, dolly kei have taken over harajuku street, and anyone who is fond of any of these characters may or may not know that they have caught the kawaii craze. Harajuku street styles are famous but what is more popular is kanji, hiragana and katakana arts printed on bags, t-shirts, and accessories. No one ever just wanders around Harajuku as there is always something cute to look at.
Harajuku street styles
- Cosplay is a kind of fashion trend where young people like dressing and imitating their favorite kawaii characters for art performances.
- Mori kei a kind of fashion where people have to dress up like they are just coming from the forest.
- Lolita is a fashion trend where people dress up in Victorian ruffles with frilly petticoats and large ribbons and basically anything else that gives them a childlike appearance. Gothic lolita or punk lolita are subcategories of lolita.
Some of the clothing brands like john bull, undercover and, neighborhood have also taken some American cultures and given them a new face. These fashion brands came with a certain contemporary influence that nobody wants to be left out of.