Japanese pop culture creeps back into North American aesthetics
Implications - First brought to the North American mainstream by Gwen Stefani in the mid-2000s, the harajuku aesthetic is well on its way back into pop culture. Extending beyond fashion and into art and design, the updated version of the "kawaii" look is cutesy and hyper-feminine. The exoticism of the look, combined with its childlike feel, make for a welcomed relief from the currently popular, yet cold and hard minimalist aesthetic. Essentially, the revival of harajuku in all forms of design signifies a consumer desire for fun and playfulness.