PRESENT TOKYO with Manami Arai: Manami Tries on Clothing from Swankiss, One of the Leading “Yume Kawaii” Brands

PRESENT TOKYO with 新井愛瞳:ゆめかわいいブランド“Swankiss”で、かわいいの最先端に触れる
PRESENT TOKYO with Manami Arai: Manami Tries on Clothing from Swankiss, One of the Leading “Yume Kawaii” Brands
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Immensely popular, “yume kawaii” (“dreamy cute”) is being touted as the next big “kawaii” thing. While the rules for the genre aren’t set in stone, this style of “kawaii” generally includes fairy-like designs in pastel colors and designs that have a romantic, fantastical feel to them. You could say it’s cuteness in its ultimate, unrealistic form.


But what kind of fashion style is “yume kawaii”, exactly? One of the brand supported by that kind of girls, Swankiss, located in 109, so together with Manami Arai from UPUPGIRLS(KARI), we paid the store a visit. This is the result from the collaboration with DVD magagazine IDOL NEWSING vol.2, where she’ll experience Tokyo’s new and old.

UPUPGIRLS (KARI) are well-known for their powerful, energetic performances, and Manami usually dresses casually outside of idol work, so today we decided to introduce her to Swankiss’s new world of girly fashion!


Manami’s getting a full Swankiss makeover from head to toe. Though the store’s clothing wasn’t what she was usually into, she couldn’t help but exclaim how cute everything was as she perused the shelves. When Swankiss’s staff showed us her recommended outfit pick, Manami nervously commented, “I haven’t really ever worn anything this cute before…!”

Finally, after trying on and contemplating a number of pieces, this is the outfit she settled on!


This bustier-style dress paired with a sheer lace top underneath wasn’t too outside of her comfort zone, and for the bottoms she picked shorts with lace, too. By combining them with denim shoes and a straw hat, she was able to add some casual elements to the outfit to make it less sweet! Despite being new to the style, her first Swankiss outfit looked great.

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We had her wear it out of the store as we left 109 for the streets of Shibuya. Wearing something different out in a familiar place can sometimes make you see things differently, too.


Bonus shots from the shop

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Related links
Manami Arai Twitter :
UPUPGIRLS (KARI) official site :

Photos by Mime Soga
Hair & Make by Masayo
Translated by Jamie Koide

website :


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Been working in girls’ fashion magazines for a long time and am now the chief editor of Tokyo Girls’ Update. I have more expertise in Japanese teen fashion than anyone else (probably)! I’m a huge fan of the Revolutionary Girl Utena and Bakemonogatari animes.

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