Although there are many different kinds of subcultural style in Japan, for example hime princess, decora, and full on cosplay, one of the most popular styles among HYPER JAPAN fans is that of Lolita fashion. Unlike in the West, where Lolita carries rather lurid connotations thanks to Vladimir Nabokov’s literary masterpiece, in Japan, the term conveys sweet, playful innocence. Wearers of this style capture a Victorian era Alice in Wonderland aesthetic, with buckle shoes, petticoats, ribbons, lace and frills all featuring prominently.
UK groups such as Frills and Frolics regularly meet up at events like HYPER JAPAN to mingle with fellow Lolita fashion lovers, and pick up cool new style tips.
Marie Claire attended HYPER JAPAN 2012 Spring to capture the bright, quirky, outfits on display, including performer Ruth Matstunaga, Kawaii Star Scarlett, and Tania Tanzil, the founder of Frills and Frolics who helped to organize many of the fashion shows at HYPER JAPAN’s spring event this year. The issue is in the shops now, and if all this talk of fashion has whet your appetite for even more Japanese style, the next HYPER JAPAN 2012 Christmas event will be taking place in late November. Tickets can be purchased here.