s/s 17
OVERVIEW
Kawaii meaning Cute in Japanese, is a young, fun trend for young women for Spring and Summer. Think baby shades of colour and a cute aesthetic with an edgy, tounge in cheek twist from Japanese modern day culture.
HISTORICAL INFLUENCE
One of the oldest styles of Japanese fashion is Lolita, however Lolita can be split into many different sub categories. For example, sweet Lolita; which has had the biggest impact on this trend of all. Sweet Lolita is inspired by babydoll clothing and includes baby blues, pinks and whites. Kawaii adapts this look and uses the frills and colour palette and becomes a modern version.
HISTORICAL INFLUENCE
Another sub category of Lolita is Gothic Lolita. Although Kawaii is not influenced by the colour palette and overall look of this style, some features like the dark/sarcastic humour and hair styles are used to give that feeling of authenticity.
CELEBRITY AND MUSIC
Katy Perry and Avril Lavigne are two celebrities whom have experimented with Japanese style and have become very popular in Japan for doing so. Katy often has pastel coloured, harajuku like hair and her overall look is very cutesy and kitch. Avril took a more traditional, old school, gothic Lolita type style to her Japanese elements. She was often associated with the colour pink yet not for obvious reasons and hello kitty featured in a Japanese inspired music video and song of hers in the noughties.
ART AND CULTURE
Comics, harrajuku, art and even Japanese foods and drinks have inspired Kawaii in terms of colour, style and aesthetic. The bright tones mixed with pastel shades to create an exciting colour palette and the quirky, sometimes odd style of the comics and aime.
INITIAL INFLUENCE
The initial influence for Kawaii was the rise of ‘Genderless Kei’ which is the newest fashion trend in Japan. Genderless kei is essentially feminine Japanese boys who take male and female beauty aspects and put them together to create a new style.
FOCUS
Kawaii takes elements of all influences such as sweet Lolita for its colour palette, the culture for its quirky humour and mostly genderless kei; for its modern way of thinking about fashion and gender as a whole. Kawaii is not labled as being a trend for either women or men, it is essentially for whomever choses to wear it.
SEXISM
Because of the influence of genderless kei, genderless models and the rise of genderfluid fashions, sexism is apparent in the world now and this is what Kawaii aims to end. Kawaii calls for all gender stereotypes and assumptions to be banished, it allows anyone and everyone to wear it. Celebrities such as Jaden Smith have already put this into practice.
TECHNOLOGY AND SOCIAL MEDIA
Of course, a Japanese fashion trend wouldn’t be complete without some sort of technology or social media aspect. Japan is huge for new technologies and the modern digital life. This is apparent in Kawaii through the quirky slogan tees and the instagram like qualities.
INTRODUCTION
Pastel shades meets neon brights, quirky and modern elements mix with traditional apsects of Lolita to create a young, modern, genderfluid trend for S/S for either sex.
COLOUR
Pastels, ice cream shades, baby pinks, blues and neon elements with the addition of dark navy.
PRINT AND GRAPHICS
Loud, outlandish prints with hints of traditionalism, Classic Japanese patterns and signs aswell as young, cute graphics such as unicrons, polkadots and rainbows.
GARMENTS AND ACCESSORIES
Denim jackets, pastel socks, cute skirts, quirky graphic tees, chunky shoes.
SHAPE AND SILHOUETTE
Japanese people in general tend to have a slim and slender build. Therefore genderless kei has a small, petite frame similar to kawaii however frills, a line skirts and chunky shoes mean it can go either way.
MAKEUP
Taken from the new makeup trend in Japan which is ‘hangover makeup,’ the makeup for kawaii is fresh faced, plump cheeks, baby like skin, pink flush, big bright eyes, lashes, brows, stained lips and a healthy sheen.
HAIR