00:00 Harajuku, where Japan's street fashions start.
00:18 Created here by young people simply having fun expressing themselves, the colourful look
00:22 known as "kawaii fashion" gained fans worldwide.
00:29 The latest evolution of kawaii fashion is "yumei kawaii" or "dreamy fashion".
00:38 It's notable for using only pastel colours.
00:44 Decorations often feature cute motifs like bears, rabbits or unicorns, and much use is
00:49 made of transparent fabrics.
00:56 The secret of yumei kawaii's success is the way it evokes the world of young girls' dreams.
01:04 I really like all these colours, and the ribbons and frills.
01:09 Just looking at these clothes immediately puts me in a great mood.
01:15 Yumei kawaii fashion isn't just about dresses.
01:20 Pastel-hued cotton candy and colourful soda in baby bottles are also part of the yumei
01:25 kawaii world.
01:28 Kids at school are crazy about the fashion too, snapping up fresh items as soon as they
01:33 appear in shops.
01:38 Yumei kawaii was a perfect match for the design philosophy behind Sanrio characters, like
01:43 Hello Kitty.
01:48 Harajuku cafes offer sweets and desserts featuring these characters in soft pastel colours, produced
01:54 in collaboration with Sanrio.
01:59 Many love to wear yumei kawaii fashion.
02:02 Let's meet some of those making it.
02:05 Hello!
02:07 I've brought the accessories!
02:13 Misato creates accessories that she sells to Harajuku boutiques.
02:23 Originally she just made cute items for herself, but gradually her hobby turned into a job.
02:33 I love seeing people react to my creations, saying how super kawaii they are.
02:37 That's the most satisfying thing.
02:42 Misato formed a unit they call Pastel.jp with two yumei kawaii friends.
02:51 Hiro Min is a designer with a background in creating costumes for idol groups.
02:59 Ezaki Bisco is an illustrator.
03:02 My dream is always to make it in Harajuku.
03:06 The great thing about Harajuku is that anything goes.
03:11 It's the only place that could produce this kind of cutting-edge fashion.
03:19 Their newest items will feature a popular character created by Bisco.
03:25 She's a shy young girl who finds it hard to communicate with people.
03:31 Bisco first dreamed up this character during his troubled teenage years.
03:39 My life was full of worries then.
03:42 Creating a character I could relate to helped me cope with my feelings and I hope she'll
03:45 help others believe in themselves too.
03:49 Many young fans have been inspired by Bisco's character to accept themselves for who they
03:53 are.
03:57 Today's meeting is to design a bracelet featuring her constant companion, a rabbit.
04:06 It's really a message for yumei kawaii fans.
04:09 Stay true to yourselves and dare to wear clothes that express your individuality.
04:16 They post the new design online.
04:18 The response is immediate.
04:20 Fans around the world want it now.
04:26 Born on the streets of Harajuku, yumei kawaii fashions are now appearing everywhere.
04:34 From this special place where anyone feels free to wear anything they like, Harajuku
04:39 fashions continue to surprise the world.
04:41 Thank you for watching.
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