Before I go down the Otona Kawaii trends road and talk about trends I have to shout out Emi x Lea’s blogpost for their excellent description of Ane Agejo. Oneegyaru was a mixed and murky world and putting out Ane Agejo as a definition to discuss how Oneegyaru is melding with Agejo and how Agejo as we once knew it is disappearing.

I’ve talked about Otona Kawaii style before in during my Sweet magazine talk and also throughout blog posts to see shop staffs dressing in it. This season I thought it’d be fun to break up trend talks into genres and not just an all encompassing one. Since Larme takes cues from Otona Kawaii of course some of the trend talk may be similar, but I think there’s some good differences to point out.

Otona Kawaii is also known as Sweet-kei because of the popular Sweet magazine.

I’ll be talking about Otona Kawaii brands: Snidel, Lily Brown, Mercury Duo, Lodispotto, Rirantrue, Dazzlin, Misch Masch, Titty & Co and Royal Party

Otona Kawaii trend One – Knit Top and Flare Skirt

otonakawaii-flare-neckline

Lily Brown | Mercury Duo

No simple scoop neckline for Otona Kawaii this season. Instead the flare skirt in lace, retro print or big floral (all trends) gets dressed up with either off-shoulder (like in the Larme trends), or a v-cut or sweatheart cut.

Now this is a common look for Otona Kawaii, the knit-skirt combination. But instead of a scoop neckline or a cardigan with a tight neck, the neckline change is the big point of note for this season. Retro short cardigans seem to be not as popular this season.

Otona Kawaii trend Two – Trench Coats

otona-kawaii-trench-coat

Misch Masch | Royal Party | Lily Brown

This is an early Spring trend that may drop off when the heat and humidity lead to summer, but girly colors of trench coats are a big commodity for Otona Kawaii brands. Most brands I looked for were doing this coat in one pastel or another.

Otona Kawaii trend Three – Girly Denim

otona-kawaii-girly-denim

Lodispotto | Snidel | Titty & Co

Now Otona Kawaii magazines seem to be pushing this wide leg denim pant. And it’s cute. But I can’t see it being as popular as denim done girly ways. Case in point the Snidel denim dress is sold out but not the pants.

Otona Kawaii trend Four – Gown Coats

otona-kawaii-lace-gowns

Diecy | Snidel | Lily Brown

Trench coats will give way to gown coats. Perfect for that UV protection during Spring/Summer without overheating. Long lengths are popular now, but maybe they’ll give way to short when it gets warmer? Lots of ways to style these but they look best with similar numbers like the denims and not the lace embroidery.

This is my most questionable trend forecast. Larme brands tried this last summer without much success, but maybe it was just the first push. Gaucho pants needed that before they were everywhere. Aomojikei brands also seem to be picking this up for the Spring.

Otona Kawaii trend Five – Big Floral

otona-kawaii-big-floral-dress

Royal Party | Mercury Duo | Miia

Big Floral sounds too close to Big Oil, like it’s some monster set of corporations taking over Otona Kawaii fashion. Big Floral… well florals are a cornerstone of Otona Kawaii so it kind of is. Brainwashed by BIG FLORAL!

otona-kawaii-big-floral-setups

Snidel | Rirantrue | Mercury Duo

In this case big floral is really popping up in mini dresses, set-ups and long dresses. I love those cute and casual floral set-ups. So perfect to transition to summer. Great for Spring dates and casual strolls.

other trends of note: lace-up oxfords, silver shoes

Onee-Gyaru doing Otona Kawaii trends

Something I’d like to point out is a lot of the Onee-gyaru brands are doing a lot of these trends but a touch different. I’d like to show them below to show how you could use them in an Otona Kawaii wardrobe, but how they are Onee-gyaru as they are. I think it’s a good visual to see how trends may be the same, but style tribes interpret them differently.

otonakawaii-trends-as-oneegyaru-trends

 Resexxxy | Rady

From the recent Onee-gyaru spring collections. The trench coat, girly denim and big floral trends all will be popular with Onee-gyaru but in a definite Onee-gyaru style.

Rienda – The Otona Kawaii and Onee-Gyaru bridge

otona-kawaii-oneegyaru-rienda-spring

Lately it seems Rienda is doing a much more adult style, and not in the way that Rady is doing or other Onee-gyaru brands. It seems their style is a bit more simple and not as flashy as Onee-gyaru brands. For that reason they are a bridge between Onee-Gyaru and Otona Kawaii. They fit both categories.

Past trends for Spring 2016: Larme trends for Spring

I will probably wrap this up with an Aomojikei trends for Spring and then shut down trend forecasting to focus on other trends that pop up through the season or back to brand spotlights.

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What is Seiso?

Seiso (清楚) is a more codified style but also more of a feeling. The kanji itself meaning “neat and clean” or “polished”. It’s a fashion style that also has its origins in Akamojikei magazines. It’s a style for both youth and young adults, the age range being around 16-35. Its exact history isn’t well known because “polished” has been a concept since there’s been clothing and many of the brands supporting it have been around for a long time. However the look as it is codified now started around 2006.

Seiso is for girls and women who want to look cute yet in a clean style. The style doesn’t really look at the opposite sex as a starting point (unlike Motekei or Akamojikei). Instead it’s about your own look of polish and feeling feminine. It’s a very popular style especially with young girls. The youth magazines that support it selling very well (Seventeen and Popteen).

 


 

Seiso vs. Otona Kawaii

Seiso is similar to Otona Kawaii, however it’s not Otona Kawaii. Otona Kawaii focuses on a softer look and less tailored.

fint Seiso vs. Otona Kawaii

A great example are these Fint (brand post 1 | 2 ) coordinates. A shop staff on their blog put together two coordinates featuring the same skirt. To the left is her Seiso coordinate and the right is her Otona Kawaii coordinate. With Seiso the hair is simple and the outfit is smooth to the body.

seiso-otonakawaii

Seiso vs. Otona Kawaii

Similar length and cut hair but different styles. To the left is very Seiso hair. Smooth, girly, polished.  No curl or bottom curl is more popular than all throughout curl. Side parted bangs are very common. To the right is Otona Kawaii hair with volume and softness and a light messiness.

Makeup tends to be pretty similar between both trends with a soft natural feeling, although Seiso wearing less is better.


Breaking down Seiso

Unlike say gyaru or lolita you won’t see magazines saying “Top 10 Seiso Coordinates” instead it’s more of a feeling of “that’s really Seiso” or Seiso-kei (清楚系). Girls often won’t say they’re this style, but instead will say an outfit or hairstyle is “Seiso” or they like to dress in a polished fashion. The more common term for girls who follow this style is “Seiso Joshi” (清楚女子).

Seiso is often called “Retro Kawaii” in magazines. It’s also a term used to describe Idol-kei, especially AKB48’s rival Nogizaka46 (乃木坂46).

seiso-nogizaka

Nogizaka46 in very smooth “polished” hair.

 

Seiso themes:

A big word I like to use to describe the style is tailored. If the outfit looks girly yet tailored, than chances are its this style.

Common themes no matter the season are:

Hair – black or brown hair, bottom undercurl or straight hair with bangs,

Make-up – simple natural make-up

Colors – neutral tones especially browns, whites and beiges, use of one pastel, pinks, preppy colors such as red, navy and green. In the coordinates you’ll see there’s not a lot of black, instead navy or grey is a more common color.

Coordinate themes – a trad jacket over a onepiece, a cardigan or knit set, flared not tight skirt, blouses instead of t-shirts, tailored instead of casual.

Seiso-style magazines :

Seiso magazines are varied because it’s a youth and adult fashion look: Seventeen and Popteen are youth fashion magazines. More and Mina are both older magazines. All magazines listed above do not just feature Seiso style. I chronicled Popteen’s move to SeisoGyaru previously here.

Seiso-style brands:

Rope, Earth Music Ecology, Nice Claup, Fint, Allamanda by INGNI, Lowry’s Farm, Mystic, Axes Femmes, Mysty Woman, Apuweiser-Riche, Minirdees, Amavel. Sweet gyaru brands such as Ank Rouge and Ingni can also be worn more Seiso.


Shop Staff Coordinates in Seiso Style

All of the coordinates shown are by shop staff who titled their looks Seiso.

fint-twoways

Fint shop staff in the same onepiece.

seiso-shopstaff-coordinates

MystyWoman (left) and Earth Music Ecology (right) shop staff

shopstaff

EHyphen World Gallery (left) and Lodispotto (right) wearing neat-and-clean items

niceclaup-seiso2

Two Nice Claup shop staff

niceclaup

Classic Seiso hair: straight with a curl

okarie

Ank Rouge Director Okarie posted her summer Seiso coordinate.

Style points to note: simple beiges and whites, hair half up, straight hair with side fringe

Although all the coordinates feature shorter skirts or ones right above the knee with the maxi and flare skirt trends of this season expect to see longer skirt coordinates. However they will probably be paired with a tailored blouse and the same simple hair.

Seiso Coordinates

Thanks to Coordisnap there’s over 1,000 posts of Seiso coordinates by everyday girls.

everyday everyday

This is all from summer so you can see there’s more of a summer silhouette, but the look remains similar. You can see most of the girls have smooth, straight semi-long dark hair. That’s the default Seiso-style hair for everyday girls who aren’t shop staff, but highschool or college age.

With Larme-kei emerging a lot of the youth brands of Seiso are starting to cater towards it. However most of the outfits in Larme magazine aren’t Seiso even if some of the seis0-like brands are in Larme, it’s all about styling and color choices. Again the keys for this look are simple, tailored with smooth hair which isn’t Larme style.


More resources?

Hair – A link of Seiso hairstyles tagged by hairstylists on Kirei Style

Adult Seiso – Here’s a good Naver of adult Seiso coordinates: http://matome.naver.jp/odai/2139096041313775401

An amusing article about a girl who won the Love SunShine Gyaru model competition last year who turned Seiso

This was a Japanese Fashion University post. Want to learn more in depth about Japanese fashion? Click here.

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