bwin live casinoBy the late 1990s, a new iconic subculture appeared on the streets of Harajuku: Decora, a more colorful, playful style that pushes accessories to the limit. Refinery29 traveled to Harajuku to explore the Decora fashion movement, interviewing figures like @kurebayashiii, one of the most famous decora girls, and @junnyan69, one of the few decora boys in the space. So, why are they drawn to maximalist colors, prints, and bows?  Their answer: Decora is fashion that’s fearless. It uplifts, empowers, and breaks free from labels, and it  serves as the ultimate act of rebellion against Bwin Live Casino Gamesthe prominent uniform culture in Japan.

YAMAI KAWAII: SICK CUTE

Yume goes dark in yamai kawaii (which translates to “sick cute”), a fashion that fuses the cute aesthetic with dark, ailing motifs to address the taboo topic of suicide and mental health in the country. Artists like Bisuko Ezaki pioneered this look, blending cute with antisocial words and imagery related to mental health. He is also the creator of Menhera-chan, a manga heroine who fights through wrist cutting. The dichotomy between the cute and the dark has empowered those experiencing mental health issues in Japan, serving as a form bwin live casinoof therapy and a way to cope.

TANGEMAN: CYCLOP CHARACTERS

The cult of cuteness and the immense popularity of anime, manga, and cartoons birthed the concept of wearing onesies — and as a result, “Kigurumi,” a movement that reflects Japan’s obsession with onesies in which people dress as cute and funky looking characters. In 2023, VICE introduced tanganmen – a relatively new and more underground offshoot of the Kigurumi subculture, where people wear full body costumes and giant cyclops masks. As youth embrace multi-hyphenate identities and enjoy stepping in and out of characters, bwin live casino onlinetheir Kigurumi identities feel like more than costumes, they offer opportunities to step into their real selves, to embody characters and embrace story narratives within their own lives. 

ZENTAI: COMPLETE ANONYMITY

Zentai serves as the base for Kigurumi, offering skin-tight bodysuits for all kinds of events, whether art-related or for fetish’s sake. In Tokyo, Zentai has found an avid fanbase, allowing enthusiasts a sense of freedom and anonymity.

“Because when wearing a Zentai suit, it feels like I’m taking off the armor of the person I should be and letting myself be the real me with complete anonymity.” – Zentai performer Yukinko 

BRANDS: BUY-IN TO CODES OF CUTENESS

It’s no surprise that marketers want to tap into the whimsy, childlike innocence and outright weirdness that captivates global youth. Hello Kitty is one example of this, spawning collaborations with Swarovski and Converse. European brands borrow from anime and cosplay – Burberry collaborated with “Blue Period” manga, and anime and design continue to take the fashion industry by storm. After all, from Harajuku’s streets to the avenues of Amsterdam, fashion can take inspiration from anywhere. 

Download our latest report ‘Fashion Forecast’ as we unpack further how brands can connect with today’s vibrant style aesthetics and how youth are making new rules for fashion.