The future of kawaii fashion: Balancing sustainability and Japanese cuteness

Have you ever heard of the word “kawaii“? Kawaii is a Japanese word that literally means “cute” and “adorable.” With the global spread of Japanese pop culture, including anime, music and fashion, kawaii is currently recognized as the term for Japanese pop culture. There are stores selling kawaii merchandise and clothing in some countries, and many individuals enjoy kawaii style fashion.

In today’s world, sustainability is important in the fashion industry as consumers seek more environmentally friendly options. While sustainable fashion brands tend to design simple and minimalistic apparel for long-term use, can we still incorporate the kawaii style?

What is kawaii style fashion?

Kawaii fashion often involves fairy-like, colorful, unique and playful designs that evoke childlike innocence and charm. One notable figure who represents kawaii fashion is the Japanese pop singer, “Kyary Pamyu Pamyu.” While her recent outfits outside of live performances may be slightly different from what one may imagine in kawaii style, you will still see that she is the queen of kawaii in her live costumes, which often feature puffy and lacy dresses.

Another great example is the Japanese heavy metal band “BABYMETAL.” The band is widely recognized as the originator of kawaii metal. While their live costumes mainly feature black and white to align with the metal music aesthetic, they cleverly incorporate frills and lace, adding a touch of cuteness to their overall image.

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BABYMETAL(@babymetal_official)がシェアした投稿

Express your unique kawaii style through vintage items

While kawaii-style items often feature unique, playful and vibrant designs, most sustainable fashion brands found in Japan tend to lean towards minimalistic, simple pieces crafted from natural materials. This might lead one to believe that maintaining a kawaii aesthetic with sustainable fashion could be challenging.

However, those who enjoy the kawaii style in Japan incorporate second-hand and vintage items into their outfits to create even more unique outfits. In fact, several second-hand and vintage clothing shops are in the iconic Harajuku district in Tokyo, where the kawaii style originated. Here are some examples.

Wunderwelt

Wunderwelt offers a variety of fairy dresses and shirts. If you are a fan of Kyary Pamyu Pamyu, this shop is the place to go.

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Wunderwelt ? Lolita Fashion(@wunderwelt2014)がシェアした投稿

Elulu by JAM

Elulu by JAM offers a selection of imported vintage clothing for women. The shop has curated a wide range of items, allowing you to showcase your personality through your choice of clothing. Check out their Instagram for inspiration on how to create a kawaii style using second-hand items!

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Elulu by JAM(@elulu_official)がシェアした投稿

Although there are limited sustainable brands for the kawaii style, we can still enjoy it while caring for the environment. The more people pay attention to sustainability when making purchases, the greater the availability of options would become.