fairy kei

fairy kei fashion is a style that emerged in japan and gained popularity in the 2010s. it's all about the whimsical, pastel-colored aesthetic and nostalgic feeling of 80s and 90s childhood fashion. the term "fairy kei" comes from the english word "fairy" and the japanese word "kei" meaning style or fashion.

fairy kei outfits are full of fluffy petticoats, colorful tutus, frilly socks, oversized bows, and cute accessories like toys, badges, and jewelry. think of baby pink, mint green, lavender, and sky blue as the go-to colors. people who love fairy kei find inspiration in iconic anime series, beloved characters, and the toys and cartoons from their childhood.

why is fairy kei so popular? well, it's a magical mix of nostalgia, cuteness, and self-expression. it's like stepping into a fairy tale and letting your inner child run wild. social media, like instagram and tumblr, played a big part in spreading the love for fairy kei. people share their adorable outfits, DIY tips, and where to shop for fairy kei goodies.

even though it started in japan, fairy kei has fans all over the world. you can find fairy kei communities in different countries, and it's influenced other styles too. for example pastel goth, which takes elements from fairy kei and adds a darker twist.

fairy kei fashion keeps evolving, personalized by each individual. it's a beloved subculture that celebrates the joy of childhood, imagination, and creativity. so if you want to embrace your cute and dreamy side, the fairy kei community is waiting for you to join the magical adventure!

some fairy kei brands include:

Spank!

Swankiss

Angelic Pretty

Liz Lisa

Milklim

6%DOKIDOKI

ACDC Rag

DreamV

Candy Stripper

Listen Flavor

Nile Perch

Chocomint

Yumetenbo

W♥C (Wonder Cookie)

fairy kei gallery

yumekawa

yumekawa fashion is a super cute and dreamy style that has become really popular in japan and beyond. it's all about creating a whimsical and romantic look that makes you feel like you're in a fairytale. yumekawa outfits often feature frilly dresses, lace tops, and puffy sleeves, with lots of pastel colors like pink, lavender, and mint green. the name comes from the word for dream, "yume", plus -kawaii (meaning cute!)

the charm of yumekawa fashion lies in its ability to transport you to a fantasy world full of princesses, magic, and all things cute and sparkly, like stepping into a dream. people who love yumekawa fashion often draw inspiration from fairy tales and vintage fashion, creating their own unique and dreamy style.

you can find tons of influencers and enthusiasts sharing their adorable outfits, makeup tips, and styling ideas online on instagram, tumblr, twitter, etc, with a community full of creativity and joy!

although yumekawa fashion started in japan, its influence has reached around the world. people everywhere are embracing the dreamy aesthetic and adding their own personal touches to the style. it's the perfect way to express your love for all things magical and create a dreamy look.

like many substyles, yumekawa fashion is all about having fun, embracing your imagination, and celebrating the cute side of life. so, if you're into cute and dreamy styles, why not give yumekawa a try? let your inner princess shine!

yami-kawaii / menhera

menhera is a fashion style that's all about embracing mental health and expressing yourself in a unique way, mixing cuteness and darkness. "yami" meaning sick, "kawaii" meaning cute.

in menhera fashion, you'll find a blend of pastel colors, frills, and adorable accessories, but with a twist, incorporating elements like bandages, medical symbols, and sometimes blood splatters. it's a way to show that you can find beauty in darkness.

the menhera style allows you to destigmatise mental health issues, using symbols often associated with suicide, drugs, self harm/blades, knives, etc to express the cuteness in the taboo/stigma of dealing with mental health problems, creating an awareness for the mentally ill. especially in japan, being mentally ill is not something you would speak about with people, creating a huge issue as the suicide rate in japan has always been very high, the seventh highest in 2017. i think that creating this social awareness of the mentally ill and mental illness is a positive step forward for japanese society.

"menhera" is a japanese slang term for "mental health-er". the popularity of menhera fashion has skyrocketed because it speaks to a lot of people who have gone through their own mental health struggles. it's a way to express themselves, find understanding, and let others know that they're not alone in the way they are feeling. plus, it's a bold and eye-catching style that turns heads and starts conversations.

if you're into expressing your unique self, embracing both the light and the dark, standing up for mental health, menhera fashion might just be your thing. It's both a cute and powerful way to show the world that you're not afraid to be yourself!

some brands that have incorporated elements of menhera:

Listen Flavor

Candy Stripper

Ank Rouge

Milklim

Swankiss

Mousou Delusion

Spank!

Garter

Ruby Ribbon

Pinky Girls

D.i.a.

Ghost of Harlem

Bubbles Harajuku

DreamV

ACDC Rag

sweet lolita

sweet lolita is a style that captures the essence of cuteness, femininity, and elegance, creating a dreamy and whimsical aesthetic inspired by victorian and rococo fashion.

sweet lolita fashion revolves around adorable and frilly dresses with a voluminous silhouette. the dresses often have lace, ribbons, bows, and ruffles. pastel colors, such as baby pink, mint green, lavender, and sky blue, dominate the palette, creating a sweet and innocent look.

accessories play a crucial role in completing a sweet lolita co-ord. large bows, lace gloves, knee-high socks or stockings, and cute headpieces like bonnets or bows are commonly worn. footwear options can include mary jane shoes or ballet flats adorned with bows/other embellishments.

lolitas embrace a childlike wonder and incorporate it into their everyday lives. tea parties, picnics, and social gatherings are popular activities within the sweet lolita community. these events provide opportunities for lolitas to showcase their exquisite outfits and connect with others who share their passion for the style.

sweet lolita enthusiasts often enjoy activities associated with traditional femininity, such as sewing, crafting, and baking. many lolitas also appreciate the arts, such as drawing, painting, or playing musical instruments. they strive to create an atmosphere of charm, gentleness and refinement in both their appearance and their surroundings.

overall, sweet lolita is a delightful fusion of fashion, creativity, and a whimsical lifestyle that allows individuals to express their love for all things cute, feminine, enchanting and vintage.