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The dissemination of Japanese youth fashion and "kawaii culture" is usually associated with the Western society and trends set by designers borrowed or taken from Japan. [37] With the emergence of China, South Korea and Singapore as global economic centers, the Kawaii merchandise and product popularity has shifted back to the East.
Misako emphasizes the word kawaii to describe lolita fashion. [6] To promote lolita fashion worldwide, Omula Beauty Fashion College ( 大村美容ファッション専門学校 , Ōmura Biyō Fasshon Senmon Gakkō ) in Fukuoka established the Japan Lolita Association with Misako as head of the association in 2013. [ 7 ]
Comme des Garçons garments on display at the Metropolitan Museum of Art. Although Japanese street fashion is known for its mix-match of different styles and genres, and there is no single sought-after brand that can consistently appeal to all fashion groups, the huge demand created by the fashion-conscious population is fed and supported by Japan's vibrant fashion industry.
Japanese fashion began to divide by age in the 1970s with the appearance of gyaru magazines aimed at teens. Popteen , the most widely read of these magazines, has been publishing monthly since 1980. While mainstream fashion in the 1980s and early 1990s emphasized girlish and cute ( kawaii ), gyaru publications promoted a sexy aesthetic. [ 17 ]
A modern phenomenon, since the 1970s cuteness or kawaii (可愛い, "cute", "adorable", "loveable") in Japanese has become a prominent aesthetic of Japanese popular culture, entertainment, clothing, food, toys, personal appearance, behavior, and mannerisms.
One is a fashion style while the other is role-play, with clothing and accessory being used to play a character. However, there may be some overlap between the groups. [137] This can be seen at anime conventions such as the convention in Göteborg in which cosplay and Japanese fashion is mixed. [138]
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