Why Kawaii? (Julien)

There is no uncertainty that young Japanese women are at the epicenter of Japanese fashion. Without missing a cue, they seem to fascinate both young and old alike of many nationalities, though, they are no more beautiful than any other group of women; just different. Among, many “trademarks” of their fashion, is their adoration and fascination of all things kawaii (cute), not to be confused with kowai meaning scary. Around the world the image of the cute, submissive, and ultimately feminine Japanese woman seems to be prevalent. The reason for this is that TV commercials and advertisements seem to be highly effective in leading them to believe kawaii to be their ultimate function.

   

This being said, Japanese fashion for young women is highly marketed, sought out, and recognized. This includes: cute tights, cute skirts, cute dresses, cute scarfs, cute hats, and all-around cute accessories. Does much more need to be said? . . .Wait, cute dogs . . .this is optional though. As both cute and kawaii are now equated little more than to buzz words, I will describe them more in depth. Basically, cute compromises a mixture of clothes that Strawberry Shortcake would wear, objects around Kitty-chan (Hello Kitty), sugar, spice, and everything nice.

All this joking aside, however, there is a strong notion of Japanese traditional purity in the mix that allows the kawaii brand to be successful. A small, pale skinned, elegant, ultimately feminine girl has long been regarded as the crème of the crop. Somehow, this ultimately turned into cute. Anyways, it’s not going anywhere, and signs are showing that its mostly here to stay.

 

So where is sexy in this mix? It does exist but is manifested mostly in older women and those unwilling or unable to pull of the kawaii look. As most Japanese women, however, are small, fragile, and girlish in appearance kawaii suffices quite well. Voila the recipe to kawaii’s un-relentless success.  As sexy requires long legs, a buxom chest, and a considerable amount of makeup, Kawaii is simple, innocent, and in the fashion of Japanese tradition. Kawaii is both old and young. Both a child, a young woman, and a grandmother. In a way it is ageless and therefore it will be timeless.