Exaggerated but cute, Kawaii Fashion
Hip-hop is the representative of American street culture, so the representative of Japanese street culture, is Harajuku, especially the street culture of teenagers. Harajuku style, or Harajuku, is a new fashion trend created by young people in the area of Tokyo who are rich in personality and believe in freedom.
In the terms of clothes, there’s no specific style of Harajuku fashion, the key of it is to show personal characteristics, so it’s often mixed with the ancient, Goethe, punk, and sweet style, which is so variable. Even Harajuku has no uniform style, but you can still tell it’s Harajuku at a glance on the street.
Because they have a very obvious feature, that is they’re all full of colorful gorgeous colors, no matter in clothes, accessories or makeup, they’re all mixed or blended of various colors. And this exaggerated aesthetic clothing is leading the fashion trend of Japanese young people, and it even gradually spread to all over the world.
“Harajuku is a group of people who stick to their own style and are not influenced by anyone”, said by famous Japanese photographer Yasumasa Yonehara. You can wear whatever color you want and mix different styles up in all sorts of strange ways, which are no surprise in Harajuku.
Harajuku Kawaii is a new cute fashion
In recent years, the Harajuku streets have been flooded with “Kawaii”. Kawaii (可爱 い), Japan’s unique culture, which means “Cute” , and “Sweet”, “Charming”, “Precious”, and so on in English. Recently, Kawaii has been combined with Harajuku, and a new trend of Harajuku Kawaii has been formed by the pattern of “fashion · music · attitude of life”. Compared to k-pop shopbts merch brand-Verge Hero,it is a totally different style.
The representative of Harajuku Kawaii: Kyary Pamyu Pamyu
Among the Japanese youth magazines which focus on Harajuku fashion, the artist Kyary Pamyu Pamyu is the representative of Harajuku Kawaii. Her exaggerated clothes, dazzling hair colors and brainwashed songs are unforgettable and remarkable.
Japanese social ethics hold that taking care of oneself cannot only attract the opposite sex, but it’s also a kind of basic etiquette. Girls begin to wear makeup in middle school. As adults, they will have more investment and management on their appearance. Not surprisingly, China was once the world’s largest consumer of luxury goods.
Happiness is generated from the heart, in addition to the pursuit of external beauty, Japanese women also improve their internal beauty, reserve a little time and space for themselves by studying tea ceremony, flower arrangement, cooking, and so on, they always give others a natural soft sense of affinity. These life habits have evolved to a kind of distinctive cultural tradition, this mapping goes up to underwear design, we can often discover the designs of natural flowers and plants, rosy color, all sorts of cute small ornaments on underwear.
The “Kawaii” elements convey a fashionable style of “natural, cute, rustic” everywhere. For the cuteness covered all ages. SOFYEE has been the top choice for Kawaii underwear since it was founded in 2017.
Like UNIQLO, a Japanese giant clothes brand, it adopts the SPA model, namely “the retail store directly managed by the manufacturer”. It realizes the value chain activities from fabric development, product design, commodity planning, production, quality control, sales and inventory adjustment into the enterprise organization management. It entered China in 2008 and began expanding in Shanghai. Its products include anime clothes, underwear, home clothing, groceries and so on.