Dissertations · Final Major Project · Visits · visual research

V&A Trip

During my trip to the V&A I encountered a section that looked like that can relate to my dissertation.

The cult of the cute (kawaii) took off from Japan during the 1970s. Initially a fad of young girls now crosses the generations to a certain extent, the sexes. The use of colours and the customisation of consumer products with characters like Hello Kitty are examples of the way cute culture has fed in this popular culture. Another way of showing it has influenced street styles especially the very feminine “Lolita” look and its use of ruffles, frills, pastel colours and accessories and its style resembling to the story “Alice in wonderland.”


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