`MY HEART FLUTTERED’: AFFECT AND EMOTION IN KAWAII FASHION COMMUNITIES – TAASA Review March 2018

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This article was originally found in the March 2018 edition of TAASA Review (Volume 27, Issue 1, Page 12).

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Megan Catherine Rose K awaii (cute) fashion communities in Tokyo offer a unique opportunity to explore the role that affect and emotion play in the creation of unique fashion styles.

`Kawaii fashion communities’ is a term I use to describe individuals who engage in creative style making in order to explore cuteness.

The style is more widely known as Harajuku fashion after an upmarket suburb where the fashion emerged in the 1970s, although its adherents have drifted away from this specific geographical area in Tokyo. Fairy-Kei, Decora and Lolita girls under a sakura tree in Harajuku...