A Kind of Cosplay?
The prevailing fashion trends in recent years have been mote-kei ("attractive type") and aisare-kei ("endearing type"), both of which grew out of fashion magazines aimed at young women. These days the "little devil" look is catching on among young women who were not satisfied with these more elegant fashions. Intensely cute, self-indulgent, and sexy, the latest style appeals more strongly to men.
With its overdone hairstyles, makeup, and fashions, the devilish princess look advocated by the Koakuma Ageha magazine may be likened in some ways to a kind of cosplay (dressing up as manga and anime characters).
Article is taken from http://web-japan.org/trends/fashion/index.html
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