Japan’s kawaii culture is more than cute—it’s a global movement reshaping fashion, branding, and emotional connection.

“I don’t think it’s to appear to be healthy, it’s purely a style statement,” Tokyo-based French fashion designer Julien David said of activewear’s rise in the country. “The biggest shift in Kawaii is ...

It was an outfit few could ignore. Nico arrived at the Harajuku railway station in Tokyo in Japan dressed in a bright outfit of pinks and blues, her head adorned with a crown of hair slides, bows and ...

Pink globalisation, the spread of cute goods from Japan to other parts of the industrial world, has been a stronghold of consumption in the late 20th and early 21st centuries, particularly with Hello ...

For an outsider, the genuses and phyla of Japanese fashion subcultures can be hard to keep straight. A random Harajuku sample could turn up Goth Lolitas sulking in Edwardian cupcake dresses; glamorous ...

Often the perception of Japanese fashion is focused on the outlandish. Imagery of boldly dressed Shibuya teens and collections filled with logo-heavy sportswear gets the bulk of the global attention, ...

Renowned tennis star and two-time US Open women’s singles champion, Naomi Osaka has certainly had an eventful week. A few days after playing her final match, the 22-year-old took to her Instagram to ...

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Represented by cultural icons from Sanrio's Hello Kitty to Hasbro's My Little Pony: Friendship Is Magic, the Japanese concept of ‘kawaii‘, or cuteness, has become a part of global culture. As a 2017 ...