Well it seems as though the fashion experts of Tokyo are declaring the summer of 2007 to be another summer where ‘cute’ will rule the market. Kawaii cuture has been huge in Japan ever since I can remember.

In the early 90’s there was a trend to go a little sexier with skirts that showed a bit more leg and jeans that hugged the hips a bit more. But at least in the last five years, ‘Cute’ has been selling out not just here in Tokyo but everywhere in the world. Oddly enough!

Nakanishi Kanako of Yahoo News has published an article about this summers fashion trends and highlights. Click on the link to read it. One part of the article that got me laughing is as follows:

Some fans travelled all night to take in the one-day show where mini-skirts, slender legs and sexy stockings were all the rage.Companies let the girls log online to buy the clothes they see on the catwalk — and sold them everything from lingerie to mobile phones to chewing gum.

“We couldn’t help but cry when we saw the models for real!” said 23-year-old Saori Uchiyama.

Her friend of the same age, Mie Saito, wearing skinny jeans and red boots, chimed in: “Why do they look so cute when they’re just wearing the same clothes I do?”

“Cute” — or “kawaii” in Japanese — is the theme word of the Tokyo Girls Collection. Neither Saori nor Mie could remember how many times they invoked the word during at the show.

“She says ‘kawaii’ for absolutely anything!” Miyuki Kidoguchi said of her 18-year-old daughter Tomomi whom she brought to the show. “Sometimes I think my daughter uses the word in the wrong way.”