KAWAII TRHOUGHOUT SOCIETY RESEARCH

The Kawaii style in the daily life is not something that is only in Japan, but also here, in Korea. For me as an exchange student seeing these mascots and cartoons everywhere was kind of weird at first. I see them in the metro, on any advertisment on the streets, at companies, here at ewha, the rise spoons at daiso, actually any item in daiso has some kind of cartoon on it and in basically any other place.

In europe adults dont want to be associated with these kinds of cartoons or mascots because they think it is for childeren. And in order to be taken seriously in life, you dont want to be associated with children.

But I do see some adventages of using cartoons to grab the attention of the public. What I feel like is that everybody has this kind of inner child in them, or the ability to find things cute. By its colourful designs and the cute character, it quickly appeals the eye. In this way the attention of the person is gained.

I think this is a smart way of getting focus or attention on your product or service. So in fashion terms, it could also attract the eye of the costumer. Literally seen as an ‘eye candy’.

In my collection I would use the characteristics of Kawaii throughout society in a more modest way. I want to use the pluchy filling of the mascots and the bows, but in different sizes, different colours and shapes.

Underneath I placed some photos of cartoons I found throughout Seoul.