Kawaii Style

One of these styles, Kawaii, came to fame in the 1990’s. Kawaii became a popular phrase that meant something was cute or pretty. Kawaii was a form of resistance in that the style and culture associated with it were not seen as attractive by an older generation. This idea of Kawaii was a distinct youth culture separate from the traditional one in existence.  Kawaii (literally translating from Japanese to “cute”) places an emphasis on childlike playfulness–anime characters, ruffles, pastel colors, toys, and so on.