What is cutecore, the Kawaii-style aesthetic from Japan

It is time to awaken our femininity, but in its most childish, eccentric and prissy version. So says, as always, TikTok, which never stops coming up with new pips or renaming existing phenomena with cooler (preferably food-inspired) names. In recent years, the platform has continued to evolve towards bad-girl aesthetics, contrasted with angelic and melancholic ones - perfect for the modern Lolita. The most popular category at the moment is cutecore. Keywords: pastel shades, bows, hearts, lace, ruffles and cartoons. These are all elements that can already be found in balletcore and coquette styles. They are complemented by a mix of exaggerated femininity, childishness and nostalgia, designed specifically for a "dollettes" and naive girl who would rather revel in the lost world of childhood than live in an unsatisfying present.

What is Cutecore?

There are no exact rules for cutecore, but as mentioned earlier, it draws on elements of other trends, channelling them all into a cauldron of details and inspirations gathered through "cute", "sweet" and " adorable". Or, to use the Japanese term from which the phenomenon originates: kawaii. The truly cute girl has a penchant for pastel colours, fluffy accessories, hairstyles with braids, ribbons and bows and has a wardrobe full of corsets, tops and skirts with ruffles and lace, dresses with Victorian allusions, Mary Jane shoes with high heels, boots full of laces, cuffs and socks. All preferably in pastel shades where pink, white and light blue triumph. The end result is a kind of adorable doll, exaggerated and disturbing at the same time. An effect achieved by incorporating something overly cute and childish into the look, such as a stuffed animal as a handbag, a steam punk garment or a seemingly out-of-context detail like a football team t-shirt (thus subverting the Blokette trend). As always, it comes down to attitude and playing with fashion in such a way as to create a kind of avatar, a character that helps us encounter the world without sacrificing cuteness in all its forms.

Celebrities who love the cutecore aesthetic

Big fans of this aesthetic definitely include BLACKPINK's Jennie Kim and Rosalía. The Spanish singer, who has a passion for Japan and its culture, alternately shows off romantic vintage dresses, corsets, socks, ballet flats and sporty or fun pieces on Instagram. Other celebrities who couldn't resist the cute core include Olivia Rodrigo, Madison Beer and Ice Spice. Remember Alexa Chung at the Met Gala 2023 in a total look by Róisín Pierce or Chloë Sevigny on the Simone Rocha catwalk? Absolutely adorable.

The cute core on the catwalk 

Simone Rocha

Simone Rocha

KNWLS

Molly Goddard

What brands does the really cute girl buy? If she could, she would collect all the new and old creations by Vivienne Westwood, whose unique blend of punk and fashion history best represents the eclectic vibe of the cutecore aesthetic. On the other hand, if she were inspired by the current catwalks, she would definitely buy pieces by Heaven by Marc Jacobs, Simone Rocha, Molly Goddard, but also a few pieces by KNWLS, Chopova Lowena, Pristine.