This is also how the kawaii fashions started! Girls began dressing in cute and off beat styles for themsleves, they were criticized by adult figures telling them “you’ll never find a husband if you dress that way!” to which they began to reply “Good!”Īll the Japanese subcultures and fashions that evolved out of this became a rebellion to tradition and the starch gender roles and expectations the adults were forcing on the younger generations. Kawaii is important, and it all started with cute, simple handwritting a few hearts and cat faces in some girls’ school notebooks <3 By embracing cuteness, these young girls (and adult women, after a while) were showing non-conformation with the current standards. And it was also used as something against the adult life and the traditional culture, often seen as dull and boring and oppressive. And, during this time, icons we usually associate with the whole kawaii industry (like the characters from Sanrio) came to life too.Īnd what many people don’t realize is that this subculture was born as a way for young girls to express themselves in their own way. After being banished (more precisely, during the 80s), this kind of writing started being used in products like magazines and make-up. And it started because girls started using mechanical pencils, which provided fine handwriting. It actually IS the beginning of the whole so-called “kawaii culture”.
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