Anyone who is casually aware of Japanese culture knows that “cute” or kawaii is one of its main asthetics. Kawaii finds its way into almost every part of Japanese life, from city mascots to toilet bowl cleaners. Kawaii fashion is a style popular with younger girls, stemming from their childhood when mothers practically compete to dress their daughters up in the cutest possible clothes. Teenagers and 2o-somethings sometimes continue this trend, choosing different kawaii styles like schoolgirl, anime, or lolita, as pictured here with lots of dainty frills and lace and doll-like hair and makeup.