Fairy kei emerged alongside decora in the late 2000s as one of the prevailing styles in the Harajuku district of Tokyo. Unlike the styles that emerged in Harajuku between the 1990s and 2000s, fairy kei spread not only through street photography but also on various social media channels. The style draws inspiration mainly from toys, games, cartoons, and generally nostalgic, innocent times of the 1980s and 1990s. Vintage clothing is popular in this style, characterized by pastel colors and an abundance of accessories such as jewelry, hair ornaments, striped socks, and platform shoes. The top is usually loose fitting, often paired with a skirt made of tulle or gauze fabric.
“I got introduced to fairy kei through an acquaintance and fell in love with the Japanese fairy kei brand Nile Perch. I was under 25 at the time, and during that period, fairy kei was a leisure activity for me alongside my international business studies. I never wore fairy kei outfits to lectures, but in my spare time I dressed up for social events. It wasn’t until my university studies that I started wearing fairy kei more often, even to lectures.”
