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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
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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.
“Nextかわいい”として話題になっている「ゆめかわいい」。具体的な定義などはなされていないものの、パステルな色使いやフェアリーなデザイン、そしてロマンチックでファンタジー感あふれるかわいさを指すようです。非現実的な究極のかわいい、とでも言うのでしょうか。
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.
では実際、ゆめかわいいとはどんなスタイルのファッションなのか？ ゆめかわいい好き女子に支持されているというファッションブランド「Swankiss」の109店に、アップアップガールズ（仮）のメンバーとして活躍する新井愛瞳さんが訪れました。こちらの記事は、DVDマガジン「IDOL NEWSING vol.2」とのコラボ企画になります。
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!
アップアップガールズ（仮）は力強くエネルギッシュなパフォーマンスで知られており、また新井さんはプライベートではカジュアルなファッションが多いということで、Swankissのようなガーリーなスタイルは未知の世界！
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…!”
今回新井さんは、Swankissで全身コーディネイトにチャレンジ。普段着る事がないテイストの服ではあるけれども、店内を見回して「すごくかわいい！」とコメント。店員さんにおすすめのコーデを提案してもらうものの、「こういうかわらしい感じの服はあまり着た事がないんです…！」と、ちょっと緊張気味の様子。
Finally, after trying on and contemplating a number of pieces, this is the outfit she settled on!
色々と迷いながら鏡の前で試した結果、最終的に決定したコーディネイトがこちら！
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.
ビスチェ風ワンピースに、透け感のあるレースのインナーを合わせ、新井さんのテイストを崩しすぎないよう、ボトムはレース素材ながらもショートパンツをチョイス。デニム素材の靴と麦わら帽子を合わせて、甘くなりすぎないようにカジュアルダウン！ 初心者でも抵抗なく着れるSwankissコーディネイトが出来上がりました。
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.
そして109を出て、そのまま渋谷の街へ。ファッションが違うと、いつもの見慣れた風景も違って見えたかもしれません。
Bonus shots from the shop
Related links
Manami Arai Twitter : https://twitter.com/arai_manami_ao
UPUPGIRLS (KARI) official site : http://www.upupgirlskakkokari.com/
Photos by Mime Soga
Hair & Make by Masayo
Translated by Jamie Koide
IDOL NEWSING
website : http://idolnewsing.com/
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Ayaya
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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