Kawaii
The word "Kawaii" (pronounced Kah-Wai-Ee) literally translates to "cute" and that's what this style is all about. Today, Kawaii clothes usually look like they are made for younger children, with lots of ruffles, fuzz, patterns, and layers. People who participate in the style might carry around stuffed animals or blankets, and often wear many bows in their hair and on their clothes. Another common accessory is candy bracelets or necklaces. Keep in mind, though while this baby-ish type of dress is very kawaii and common today, the style does not have to have all of these elements. Kawaii also does not only apply to clothes. Some Japanese girls (usually it's girls who identify as Kawaii) make a whole lifestyle out of it.They use cute decorations in their bedrooms, cute handwriting, and cute voices. There are also Kawaii characters, which exemplify the style.
History
The word Kawaii originated in the 1970's, and was first used to describe a style of writing started by teen girls as a way to make their script cuter. The writing was called burriko-ji, and used westernized versions of traditional Japanese characters. It had rounded lines and embellishments such as smiley faces and hearts. The writing also went left to right. From burriko-ji, kawaii evolved into clothes and characters, and in the 1980's, it became fairly mainstream. Advertisements, logos, and celebrities started adopting the style, and kawaii became a staple throughout Japan.
There are a few theories as to why kawaii actually started, and why it became so popular. One of the most widely accepted ideas is that it was a way for japanese youths to reject the common social pressure to work toward being an adult. Instead of following traditional culture, teens would use kawaii as a way to revel in childishness and youth, evading the typical responsibilities and chores of adult life. Over time, kawaii spread in popularity, becoming a larger and larger community until it finally grew into the phenomenon it is today.
Kawaii Characters
Most Kawaii characters have rounded bodies, short arms and legs, big heads, big eyes, and small or non-existent mouths. Both Pokemon and Hello Kitty are Japanese Kawaii characters that have become famous here in the USA. Anime or Manga is also often drawn in a Kawaii fashion.
Influences
CUTiE Magazine
CUTiE was started in 1989 and covered the newest, most creative street fashion, along with new music, bands, and anything that felt innovative and rebellious. It was one of the first magazines to use the word Kawaii to describe "pretty" mixed with "cute". CUTiE got a lot of inspiration from the the London magazine i-D, which used real people on the street instead of models and stood for creativity. Building off of that, CUTiE took "For Independent Girls" as it's tagline, and made spreads of the odd, colorful, childish clothes that only independent women would dare to wear. The clothes were not always pastel or modest, but bold and stylish.
