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Literature that explores alternative kawaii (‘cute’; ‘adorable’) fashion associated with Harajuku, Japan, argues that it is an infantile practice in which practitioners seek to reject adult thoughts, feelings and responsibility through childish mannerisms and dress. These understandings of kawaii fashion, however, are formed without input from practitioners themselves. Drawing upon a case-focused analysis of alternative kawaii fashion practitioners in Harajuku derived from semi-structured interviews, this article seeks to contribute to this discussion from a sociological perspective. The article focusses on decora and fairy kei, two alternative kawaii fashion styles in Harajuku that typically incorporate toys and clothing intended for children, and in doing so blur the boundaries between acceptable attire for children and adults. The article provides an overview of literature on the relationship between kawaii fashion and ‘the little girl’ (shōjo) and identifies new possibilities for expanding on current understandings of kawaii. It also seeks to complicate views that equate alternative kawaii fashion practice with childishness by placing the voices of two practitioners in dialogue with scholarly research in this area to date. In doing so, the article advocates for the voices of practitioners to be considered in future scholarship on alternative kawaii fashion with ties to Harajuku.

Child’s Play? Exploring the Significance of Kawaii for Decora and Fairy-Kei Fashion Practitioners in Harajuku through a Case-Focused Analysis