Cuteness as rebellion
About the origin of Kawaii fashion, it started in Japan between 1950s–1970s. After WW2, Japan experienced rapid modernization to rebuild the economy and ran with strict social norms. Schoolgirls started use Maru moji (rounded handwriting), characters with round edges often decorated with little hearts and stars despite the agist front the authorities in Japan as a sense of rebellion. The kawaii culture expanded from fonts to fashions, not only to be rebellion but also do it as a way to embrace themselves
Example of Marumoji
Concept moodboard of Kawaii fashion
Design elements that are common in kawaii fashions
- Layered laces/ dress
- Ribbons/ heart shapes accessories
- Pastel color
- Dessert/ childish/ nature (flower/ animals) theme
There are famous brand for kawaii fashion that I would love to reference with their clothing design and concept in future
- Baby the stars shine bright
Baby the stars shine bright has been dominating kawaii fashion for decades, and now it has been every Kawaii fashion fan’s dream to own a dress from “Baby”. It is known for it’s old school/ traditional lolita style (literally everything that I mentioned in the design elements of kawaii fashion)
Moodboard of kawaii fashion brand Baby the stars shine bright
Another thing that I appreciate about Baby is their brand icon Usakyuma, it is a teddy bear who dresses up like a rabbit. It always appear as a pattern, laces’ shape, bags, or just a doll to hug with.
Moodboard of how brand icon “Usakumya” apply to “Baby”‘s design. There are Usakumya scarf, headband, themed dress and more
I have been thinking to create a brand icon for my game as well, it can be a mascot, a logo, or whatever can represent my game. I would like to always include it into my designs as it’s going to be a good marketing skills, people might think about my game whenever they see the icon/ elements that related to my brand icon
2. Selkie
Selkie is representing the new generation of girly fashion. It is known for their puff dresses and went viral on Pinterest xiaohongshu and instagram sine 2020.
Moodboard of Selkie dress
One of the biggest reason on Selkie dresses’ success, is that they have models with different background to wear their dresses, some are from different races, in different sizes and even disability models. According to a magazine “Selkie is celebrating all the ways that being a woman can look, rather than a one-size-fits-all approach. The women who model for Selkie have all kinds of body types, skin colors and facial features”. Selkie proves that anyone can be beautiful and confident in their dresses, at the same time, it speaks to a new generation of femininity, the word “femininity” is equated with fragility, but a form of self-expression.
These research inspired me to design characters with different backgrounds, as I would love to make players with different backgrounds feel related and find their comfort in my characters
Origin of the whole kawaii culture in Japan:
Introduction of concept of kawaii fashion:
Introduction of Baby, the stars shine bright’s brand icon “Usakyuuma”
Introduction of brand Selkie