Special FeatureThe Cute World of Kawaii

Real clothes for real life, today

CanCam and other women's fashion magazines have highlighted the ever-growing Apuweiser-riche brand since its debut in 2001. The brand, a creation of ARPÉGE Co., Ltd., is highly popular because it takes some inspiration from recent trends while fostering a wide range of styles that are girlish but not sugary sweet. The number of outlets handling the brand is growing steadily nationwide, especially in department stores.

Masuki Akiko, ARPÉGE's PR representative, says the company often organizes shows for the public and meetings for store managers. Questionnaires passed out on those occasions ask for frank opinions.

The key factor driving the brand's popularity is its dedication to "real clothes." Fashions created by Western designers are respected, but adapted to the sensibilities of Japanese consumers who want the kawaii (adorably cute) look. Designers keep aiming for originality, knowing that the kawaii ideal is always evolving.