It’s not only teenagers or young girls in their 20′s that are into kawaii fashion.
Otona (=adult in Japanese) from late 20′s to 30′s or more are not losing any passion to keep themselves grown-up kawaii with their age appropriateness.¬† That’s called Otona kawaii in Japanese, that is to say, “ageless kawaii” in English, if it’s translated appropriately.
Shibuya -Harajuku,¬†Omotesando¬†area in Tokyo is the center of¬†fashion¬†especially for young people.¬† Ginza on the other hand is¬†for adult fashion.¬† Yurakucho Marui, for example, mainly targets its customers at the age of 25-30 working women.¬†
Back¬†in Shibuya, about 10 years ago Kogyaru fashion, as¬†typified by thick sole boots, gave birth to charismatic salesclerk, called “karisuma tenin” in japanese.¬† Especially some salesclerks at Shibuya 109 were popular because they sold quite a few volume of clothes just because they were wearing them.¬† At that time such salesclerks became well-known as a¬† charisma.
10 years later what has become of such charismatic salesclerk?
A woman named Yoko Morimoto is introduced as a used-to-be charismatic salesclerk who sold clothes for¬† over 10,000,000 yen (about US$100,000) per day, and is now a fashion brand owner.¬† She was so successful as to publish her book.
How ageless kawaii oriented clothes are different from kawaii clothes for young girls?
We are not as slender as we used to be as we get old.¬† Sometimes we do not look good in a clothes that is designed for the younger aged.¬† Ageless kawaii clothes should be designed and made considering how to make our bodyline look better even if we get old.¬†
Seri Iwahori is a professional fashion model.¬† She’s never stopped her career even while she got pregnant.
She is the one who really enjoys ageless kawaii.¬† At the same time though her kawaii pregnant woman fashion was criticized for giving wrong knowledge and image to the¬†society.¬†
GLAMOUR magazine is finally going to be published¬†in Japan.¬† Ms. Gunji is assigned to¬†the chief editor.
“There are definitely a lot more kawaii things in Japan when compared with¬†any other countries.¬† We¬†want to¬†spread¬†them in the world!”¬†says Ms.¬†Gunji.¬†¬†Anyone wanna be herself.¬†¬†Kawaii stuff always makes us feel good.
Disclaimer: Tokyo Kawaii TV is a TV program owned and broadcasted by NHK Japan, and has nothing to do with this blog.
***There are archives of episodes listed under the page titled “Tokyo Kawaii TV” that is just located under the title banner of this blog.
***If you want to know the music that was used in the episode, please refer to this page and help yourself to find it by selecting the date when the episode was on air in Japan.