{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-572d6a42.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-f4d0de30.css\" media=\"all\" /\u003e\n\u003cdiv data-title='The street dedicated to the followers of cute fashion' data-url='/boclips/videos/5c54c042d8eafeecae14965a' data-video-url='/boclips/videos/5c54c042d8eafeecae14965a' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nThe street dedicated to the followers of cute fashion\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eA street dedicated to the Japanese fashion trend \"kawaii\" - or \"cute\" - is attracting some colourful attention in Tokyo.Harajuku is the place to be seen if you're into hot pink wigs, lime green corsets and purple tutus.Here on Harajuku,...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eA street dedicated to the Japanese fashion trend \"kawaii\" - or \"cute\" - is attracting some colourful attention in Tokyo.\u003cbr/\u003eHarajuku is the place to be seen if you're into hot pink wigs, lime green corsets and purple tutus.\u003cbr/\u003eHere on Harajuku, anything goes.\u003cbr/\u003eThis street - specifically known as Takeshita Street - flows with a sense of freedom of expression contrasting with Japan's busy business districts and tourist destinations.\u003cbr/\u003eLocals express themselves freely through the clothes they wear, with one particular trend - known as kawaii - making regular appearances.\u003cbr/\u003eWhile Kawaii can be interpreted in many forms, those that dress in this very individual style say they embrace anything that's cute, with bows and ribbons making regular appearances.\u003cbr/\u003eNow on Harajaku, a whole shopping mall - named Cute Cube - dedicated to all things Kawaii is opening its doors. \u003cbr/\u003eDespite only housing 10 stores, the significance is huge given the street is for the most part lined with small shops and fashion boutiques.\u003cbr/\u003eOne guest at the opening ceremony is Sebastian Masuda, the creator of the 6%DokiDoki fashion brand which is regarded as the number one trend-setter for fashion in Harajuku.\u003cbr/\u003e\"Kawaii fashion comes from the streets of Harajuku. It's a mixture of foreign influences and Japanese originality and that's what's special about it,\" says Masuda.\u003cbr/\u003eDespite being regarded as one of the trailblazers of kawaii fashion, Masuda says he believes the style was born on the streets and is a mixture of foreign influences combined with Japanese originality: \"I've always liked colourful fashion, but I never set out to make it popular. I started selling this as part of my brand and it became popular thanks to the youngsters in Harajuku. It's because of their response that it became successful. It's as if we developed this together and that's Harajuku culture.\"\u003cbr/\u003eNot just seeing himself as a fashion designer, Masuda says his work is a voyage of discovery and the most important thing for him is being able to create: \"People often refer to me as a trend-setter but I don't feel pressured by that. I just want to push ahead and develop further without thinking if the young people in Harajuku will follow me or not. I want to develop the next stage of Kawaii culture and to do that I need to continue to create and design products and visuals. I want to see where the future takes me, and there definitely is a future. If the kids in Harajuku follow me there, then all the better.\"\u003cbr/\u003eAt Masuda's 6%DokiDoki store in Harajuku, the kawaii style is clearly evident with shop assistants dressed colourfully with extreme versions of the fashion.\u003cbr/\u003eWhile you may think they only dress like this for work, models here are constantly seen in kawaii style.\u003cbr/\u003e\"For me Kawaii fashion is about wearing and coordinating lots of colours like the ones I'm wearing now. And then also wearing bows like these and lots of other accessories,\" says Yuka, a model and shop assistant.\u003cbr/\u003eSome in Harajuku feel the word kawaii shouldn't be used to represent a particular style of fashion or trend.\u003cbr/\u003eThis first-year university student called Yukiko Imashiro has a part-time job at a fashion shop in Harajuka and has fully embraced the kawaii style.\u003cbr/\u003eWhile some people's idea of \"cute\" fashion may be limited to certain styles, Imashiro believes kawaii can be whatever people want it to be, even things other people might find grotesque.\u003cbr/\u003e\"Japanese people's idea of what's cute is not necessarily what most people think is cute. It could be an eyeball or something a bit grotesque. But if someone thinks that's cute then they can use the word cute to describe it. And that's what Kawaii fashion is all about. Recently however people have started branding Harajuku's fashion as Kawaii and I'm a little against that,\" says Imashiro.\u003cbr/\u003eWith kawaii style now gaining a global reputation, Imashiro is particularly happy that some people visit Harajuku wearing similar clothes.\u003cbr/\u003e\"There are many foreigners that come to Takeshita Street, and I guess they must have read about Harajuku somewhere because many of them wear something that is probably their interpretation of what Harajuku fashion is - and seeing that makes me happy,\" says Imashiro.\u003cbr/\u003eHaving received numerous compliments for her outgoing style, Imashiro thinks the attraction to kawaii isn't too hard to understand.\u003cbr/\u003e\"I think deep down, girls love or want to be princesses so when girls see me dressed like this a lot of them tell me how cute I look,\" says Imashiro.\u003cbr/\u003eAP Television\u003cbr/\u003eTokyo, Japan - 11 September 2013\u003cbr/\u003e1. Low pan left of models Yuka and Vani wearing 6%DokiDoki fashion walking through street.\u003cbr/\u003e2. Various tracking shots of Yuka and Vani wearing 6%DokiDoki fashion walking through street.\u003cbr/\u003eTokyo, Japan - 6 September 2013\u003cbr/\u003e3. Mid of Octupus sculpture design by Sebastian Masuda on top of Cute Cube shopping mall.\u003cbr/\u003e4. Wide of Cute Cube building on Takeshita-Street in Harajuku, Tokyo.\u003cbr/\u003e5. Pull out of Cute Cube sign on the street to wide of Cute Cube building.\u003cbr/\u003e6. Pull out of tape-cutting ceremony doe Cute Cube opening.\u003cbr/\u003e7. SOUNDBITE (Japanese) Sebastian Masuda - Fashion Designer and Creator of the 6%DokiDoki brand:\u003cbr/\u003e\"Kawaii fashion comes from the streets of Harajuku. It's a mixture of foreign influences and Japanese originality and that's what's special about it\".\u003cbr/\u003eTokyo, Japan - 4 September 2013\u003cbr/\u003e8. Mid of shoppers in Sanrio's store inside the Cute Cube mall.\u003cbr/\u003e9. Mid of bear-themed bag hanging from store rack.\u003cbr/\u003e10. Wide of brightly-lit store inside Cute Cube.\u003cbr/\u003e11. Wide of shop assistant inside Cute Cube candy store.\u003cbr/\u003e12. Mid of shop assistant looking through sweet containers at Cute Cube candy store.\u003cbr/\u003eTokyo, Japan - 6 September 2013\u003cbr/\u003e13. SOUNDBITE (Japanese) Sebastian Masuda - Fashion Designer and Creator of the 6%DokiDoki brand:\u003cbr/\u003e\"I've always liked colourful fashion, but I never set out to make it popular. I started selling this as part of my brand and it became popular thanks to the youngsters in Harajuku. It's because of their response that it became successful. It's as if we developed this together and that's Harajuku culture.\"\u003cbr/\u003eTokyo, Japan - 4 September 2013\u003cbr/\u003e14. Close of reflective human sculpture outside store in Cute Cube.\u003cbr/\u003e15. Mid of replica lion with store interior in background.\u003cbr/\u003e16. Tilt up of soft toys on display in store at Cute Cube.\u003cbr/\u003e17. Low shot of dolls on display at store in Cute Cube.\u003cbr/\u003eTokyo, Japan - 6 September 2013\u003cbr/\u003e18. SOUNDBITE (Japanese) Sebastian Masuda - Fashion Designer and Creator of the 6%DokiDoki brand:\u003cbr/\u003e\"People often refer to me as a trend-setter but I don't feel pressured by that. I just want to push ahead and develop further without thinking if the young people in Harajuku will follow me or not. I want to develop the next stage of Kawaii culture and to do that I need to continue to create and design products and visuals. I want to see where the future takes me, and there definitely is a future. If the kids in Harajuku follow me there, then all the better.\"\u003cbr/\u003eTokyo, Japan - 11 September 2013\u003cbr/\u003e19. Wide of Sebastian Masuda's 6%DokiDoki store exterior.\u003cbr/\u003e20. Mid of Sebastian Masuda's 6%DokiDoki store interior.\u003cbr/\u003e21. Tilt up of Yuka and Vani wearing 6%DokiDoki fashion.\u003cbr/\u003e22. Pan right across 6%DokiDoki fashion accessories.\u003cbr/\u003e23. Low shot of 6%DokiDoki dress in store.\u003cbr/\u003e24. SOUNDBITE (Japanese) Yuka, model and shop assistant at 6%DokiDoki fashion store:\u003cbr/\u003e\"For me Kawaii fashion is about wearing and coordinating lots of colours like the ones I'm wearing now. And then also wearing bows like these and lots of other accessories.\"\u003cbr/\u003eTokyo, Japan - 12 September 2013\u003cbr/\u003e25. Wide pan right of Yukiko Imashiro, walking down street.\u003cbr/\u003e26. Pan right of Imashiro walking up drive.\u003cbr/\u003e27. Mid of Imashiro entering her house.\u003cbr/\u003e28. Mid of Imashiro opening the door to her room.\u003cbr/\u003e29. SOUNDBITE (Japanese) Yukiko Imashiro, university student:\u003cbr/\u003e\"Japanese people's idea of what's cute is not necessarily what most people think is cute. It could be an eyeball or something a bit grotesque. But if someone thinks that's cute then they can use the word cute (Kawaii) to describe it. And that's what Kawaii fashion is all about. Recently however people have started branding Harajuku's fashion as Kawaii and I'm a little against that.\"\u003cbr/\u003e30. Tilt up of Imashiro clothing.\u003cbr/\u003e31. Tilt up of fake hair strands hanging from bed.\u003cbr/\u003e32. Mid of Imashiro tying hair strand into her hair in mirror.\u003cbr/\u003e33. Close of Imashiro  tying her strand.\u003cbr/\u003e34. Pan left from reflection of Imashiro to her applying make up .\u003cbr/\u003e35. SOUNDBITE (Japanese) Yukiko Imashiro, university student:\u003cbr/\u003e\"There are many foreigners that come to Takeshita Street (in Harajuku), and I guess they must have read about Harajuku somewhere because many of them wear something that is probably their interpretation of what Harajuku fashion is - and seeing that makes me happy\".\u003cbr/\u003e36. Mid pan right of Imashiro approaching wardrobe and opening it.\u003cbr/\u003e37. Tilt up of Imashiro holding dresses picked from her wardrobe.\u003cbr/\u003e38. Mid of cushions and bags on Imashiro's bed.\u003cbr/\u003e39. Mid of stuffed animals, dolls, and Hello Kitty on window sill.\u003cbr/\u003e40. Tracking shot from bows and magazines to book called \"Doll Make Lesson\".\u003cbr/\u003e41. SOUNDBITE (Japanese) Yukiko Imashiro, university student:\u003cbr/\u003e\"I think deep down, girls love or want to be princesses so when girls see me dressed like this a lot of them tell me how cute I look\".\u003cbr/\u003e42. 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