Fairy Kei is a style of Japanese street fashion. It can be characterised as 80’s American pastel pop eg. clothing you’d see Jem and The Holograms wearing, cross pollinated with contemporary Japanese Hariljuka styles like Lolita, Decora and a touch of Mori Girl.
Fairy Kei is not just a way of dressing, its a lifestyle. There is a great love of 80’s toys and animation such as the Care Bears, Popples, My little Pony, Lady Lovely Locks, as well as manga characters like Sailor Moon. Cute vintage characters, unicorns, kittens, rainbows, moons, frills, lace and all thing fluffy, soft and sweet are part of the aesthetic. Compared to other Japanese street fashion it is stylistically unstructured with quite a bit of DIY and up-cycling. Wearers of Fairy Kei are women in their 30’s who are nostalgic for the style that they grew up with as an 80’s child, as well as younger girls who have been tenderly embraced by its heart warming touch. Fairy Kei is a kind of imaginary 80’s animated girls world.
On Tumblr you can find a thriving community of artists and lovers of Fairy Kei. This is just a handful of established and emerging artists, that through their works emit a pastel tinted beam on the inhabitants of the Fairy Kei world, and for all those eternally young at heart.