Fashion Promotion Journal FMP 46

It is nearly the dead line, I was keeping doing organising and writing work. After writing evaluation, I realised that I should show my ideas about theme in my sketchbook s well, because I think it will make people understand the aim of my project easier. I add one more page and titled “My ideas”, in this page, I mentioned two ideas of this theme, and where are ideas inspired from. Two ideas are inspired from am interview about the photographer I research for this project, Miriam Marlene, and combine with my personal experiences and feelings during girlhood. I also drew patterns and sketches to show my ideas. Two ideas are fantasies and Sweetness of girlhood, the primary photos and drawings I did are based on the ideas. I added one more collage by two different types of film paper. I added small pieces of wood decor on the top which are girlish elements relate to m ideas. At the end of the sketchbook, I sticked the postcard samples in it , it is the evidence of developing. At the end, I intend to take some photos  about my final outcomes, to sgive a clear vision about what does my final outcomes contain.


Fashion Promotion Journal FMP 45

During the weekend I finished image editing and layout design.I tied using different types of paper to see the affect, and I put samples in my sketchbook. I meet problems on the sizes of images can not match on on side, it may caused by the images sizes are different when I did layout before printing booklet. I did so adjustment on the layout. I changed the brightness and contrasts of most images to make them look brighter because the quality of printer. The third sample was quite suitable for showing as booklet, but I made mistake on the paper choices, the paper surface was easy to be faded, in case of blurry, I used tracing paper to make cover.Till now, I started to check the things by looking at checklist and see what I need to finish. But I intend to add one more page about my ideas in the front of my sketchbook, because I wanted to show my ideas of the theme clearer. Then I started to think about evaluation writing and adjusting timetable management. It is nearly the dead line so I think it will be better to do organizing work rather than development,

Fashion Promotion Journal FMP 44

This week I nearly finished all the outcomes I need to do, since my online postcards do not arrive yet, I tried to print postcards in studio. Except postcards and magazine, I intend to one more booklet to show my idea of the theme by illustrations I draw, so I collected the images I did in my sketchbook. Because I already have A4 A5 and A6 size magazine and booklet, I into do a booklet with smaller than A6 but larger than A6 sizes to make it be not like other outcomes. Most of my illustrations are made my watercolour, I added the makeup design in my sketchbook as well. I used InDesign to design the layout, but because of the special size. I want to make the booklet like a square shape, because I did not show my illustrations and ideas in the magazine before, so I decide to put my drawings inside. But I notice that the tone and brightness of my images are hard to be the same, it  will affect the visual affect go the booklet. I used PhotoShop and tried to adjust images and make them have similar colours and tones.

Contextual Study: Conclusion & Bibliography


In conclusion, the obsession with cute is a huge East Asian phenomenon. The history of girlish style could be traced back to the beginning of cute subculture at the late twentieth century in Japan. The original idea of girlish style is influenced by occidental countries’ urban life styles. Dressing in girlish and cute styles is a way to escaping from the trappings of adult life and dominant ideology in Asian cultures.


While the gaining of girlish styles in current Asian society owes to more factors now by developing for decades, such as mental needs for being oneself and enjoying fun of childhood, sprits for escaping from dominated society. Also, there are physical reasons and sexual attractions relate to the style. Though girlish style is a result of releasing pressure from society, the way to act for girls are permitted by cultural concepts at the same time. In Asian culture, people prefer to see youth and innocence from girls compare to occidental countries. The key elements of girlish styles seems to be changeless because of the concepts of Asian societies, such as being a member of a group, same with others and obeying rules from authorities.


Girlish style is not only the stereotype to describe female, it is more about a popular phenomenon, a fashion trend and a powerful strength now. I did investigations by researching articles, report, documentary and news from online academic and news website to investigate factors that influenced the girlish style.


BBC Three. (2017). Is Japan turning a blind eye to paedophilia? – BBC Three. [online] Available at: [Accessed 2 May 2017].

Clarke, A. (2017). How Kawaii culture is changing the world. [online] Dazed. Available at: [Accessed 24 Apr. 2017].

DOMO ARIGATO JAPAN. (2017). Seventeen Jan. 2016 Japan fashion magazine you can buy direct from [online] Available at: [Accessed 2 May 2017]. (2017). Cite This For Me. [online] Available at: [Accessed 14 May 2017].

Flaven, G. (2017). Amongst Chinese Girls, Cute Gives Way to Cool. [online] The Business of Fashion. Available at: [Accessed 9 May 2017].

Lai, A. (2017). CHAPTER FIFTEEN: Consuming “Hello Kitty”: Tween Icon, Sexy Cute, and the Changing Meaning of ‘Girlhood’. Counterpoints, [online] Vol. 245, pp.pp. 242-256. Available at: [Accessed 29 Mar. 2017].

Magzter. (2017). Seventeen – US Magazine Seventeen Prom 2016 issue – Get your digital copy. [online] Available at:—US/Fashion/200019 [Accessed 2 May 2017].

Maynard, M. and Taylor, C. (1999). Girlish Images across Cultures: Analyzing Japanese versus U.S.SeventeenMagazine Ads. Journal of Advertising, 28(1), pp.39-48.

Ministry of Foreign Affairs, R. (2017). The culture of cute in Taiwan – Taiwan Today. [online] Taiwan Today. Available at:,23,45,18&post=24514 [Accessed 14 May 2017].

NoBullying – Bullying & CyberBullying Resources. (2017). Bullying in Japan – NoBullying – Bullying & CyberBullying Resources. [online] Available at: [Accessed 14 May 2017].

Shirakabe, Y., Suzuki, Y. and Lam, S. (2003). A New Paradigm for the Aging Asian Face. Aesthetic Plastic Surgery, 27(5), pp.397-402.

YouTube. (2017). きゃりーぱみゅぱみゅ – PONPONPON , Kyary Pamyu Pamyu – PONPONPON. [online] Available at: [Accessed 16 May 2017].

Young Sex for Sell in Japan. (2017). [film] Directed by S. Dooley. Tokyo: BBC.


Contextual Study: Body writing

Some people argued that dressing in girlish styles is a way to enjoy the nostalgic girlhood. Same as girlish fashion, Misha Janette, founder of Tokyo Fashion Diaries and panelist on NHK’s Kawaii International show, insists that to the Japanese, kawaii’s essence is less about gender oppression, and more about the fun of childhood. “It’s possible to never grow up in Japan,” she says, “You will see old lady lolitas here. Women dress up young because it makes them feel more free and happy. Femininity in Japan is treated very differently to femininity in the West, and here it’s acceptable for men to like kawaii stuff too, so it’s not so much a gender thing.” (Clarke, A. 2016) However, there are people argued that the reason that “girlish products are popular with young girlish that it reflects the sexist structure of Japanese culture, where women are expected to be weak and men to take care of them.”(TAIWAN TODAY. 2013)

There is a physical factor behind girlish fashion in Asian. Based on discussions with a Chinese girl who likes girlish culture, the reason she prefers this style has some connections with her actual body figure. “It is hard for me to dressed up like western girls,” she said, “I look younger than girls from Western because my face and height. Then I realized that I am more suitable to dress in girlish style.” Asians generally have natural features that make them appear younger. (Huiqio, Shao. 2017) Like Shao, many girls in Asia have similar situations. From a professional view, “The resistance to aging in the Asian patient was credited to the thicker dermis of Asian skin that contains greater collagen and the darker pigment that protects against photoaging. Although these statements are true, the authors propose a new paradigm that explains how the illusion of Asian youthfulness may be understood. The “baby model” purports that the Asian face has many attributes similar to an infant, including a wider and rounder face, lower nasal bridge, flatter midface, apparently more protuberant lips, and more receded chin. These commonalities between the infant and the Asian compel the viewer to perceive the Asian face as more youthful.” (Shirakabe, Y., Suzuki, Y. and Lam, S. (2003))For many Asian girls, the reason for their girlish passion may be influenced by the physical reason.

Though the start of girlish culture is a way to escape from the traditional society, but social concepts shape the images of girls at the same time. The way of being girlish is led by the concepts of the society. Includes to the report Girlish Images across Cultures: Analyzing Japanese versus U.S. Seventeen Magazine Ads from Michael L. Maynard and Charles R. Taylor, compare to western countries, “Japanese results is the general emphasis on youthful, non challenging innocence for Japanese girls in Japanese culture. Because Japanese culture revers age, young Japanese are implicitly permitted to act in ways that are distinct from those of older people. Hence, in view of the traditional gender- and age-based role expectations of Japanese society, messages that build girlish rapport are likely to appeal to Japanese girls.”(Maynard, M& Taylor, C. 1999) In conclusion, the report suggested that the Japanese and American publishers tend to portray teenage girls to the public in different ways and that the differences are related to each country’s central concepts of self and society.

While the ways to act of girls seem to be changeless. Many girls in Asian seems to have a sprit of dressing like others. Girls seem to prefer dressing in similar girlish styles with similar makeup and clothes like they are being members of the majority. There is a high rate of school bulling in Japan. The main reason cause this situation may be the result of education from school or authorities. Japanese education focuses on group profits rather than standing out for oneself. “A characteristic of Japan is that you should not stand out.”(The 2017) “In Japanese culture, schools are driven by a high standard of collective thinking and conformity. Students with qualities like “individuality” and “uniqueness” will be easier to be the target for bulling. In contrast, those who conformed were generally safe from bullying attacks.”(No 2017) Similar in China, there is a strict uniform standard for both men and women before China embraced capitalism in the early 1990s.

The gaining population of girlish culture may have connections with a deeper reason about sexual attraction. Girlish styles also have some characters that attract people from a sexual way. Amy Lai has said in the article Consuming “Hello Kitty”: Tween Icon, Sexy Cute, and the Changing Meaning of ‘Girlhood’, “The ‘cuteness’ of Kitty is not merely for cuteness’ sake but has turned into a weapon to increase the sex appeal of its owner. The cuteness of a giggling girl clad in a Hello Kitty jumper may not be all that innocent; in fact, this is sexually alluring to those with Lolicom.”(Lai, A. 2005) Based on the BBC documentary Young Sex For Sale, “Some high school girls in Tokyo sell their time to passers-by, while their minders hover in the background. Men pay to hold hands, go for a walk or have a cup of coffee with the girls. Some even pay to sleep on a girl’s lap. Japan is also home to 300 “JK cafes”, where adult men pay to hang out with underage girls”, Based on the documentary. (Varley, C. 2017) It is obvious that certain group in Japan has a strong nostalgia for childhood and cuteness from a sexual aspect.

Fashion Promotion Journal FMP 43

After press pack design. I started to make the sample. I used materials I bought online,  stocked and used the layout on the paper to make the case and cover. Then I bought materials like tissue paper,  film paper, and small decor, I put film paper inside the case at first, then Put light and darker tissue paper inside on the film paper. After that I added small pieces of glitter and colorful tissue paper inside. I used another page of film paper as the wrapper over the whole infilling. I cut out one piece of logo sticker and stocked on the wrapper with a pink ribbon. I intend to leave the case as white to see the affect after adding one more logo and hand draw lattern on it. I think it is enough and no need to cover it with other colors because the infilling and magazine is colorful enough. After trying to putting magazine inside, I think it is suitable for a magazine’s press pack.

 While I did poster design online at the same time, on the one side of postercard I used images I took, but on the other side I add th logo of my final outcome. I designed both landscapes and portraits. It will took around 5 days. I think it will arrive before the dead line. I intend to put them inside the press pack as final outcome. For exhibition I may print more postcards as promoting items.

Fashion Promotion Journal FMP 42

Before I start to design my exhibition ideas, I drew a mind map to show the final outcomes I could design. Then I decide for final outcomes I could hand in press pack, short film, magazine, stickers and postcards after I checking time left. I drew images to show my ideas of exhibition. I want to put the mac and film in the middle, and put the poster above. Then I start to design the logo of the magazine to make stickers. I decided to use the title of the magazine “Girlism”. Based on the main tone of my magazine and my theme, I think it will be better to design the logo in pink color. I tried to make the logo look clear and simple, because the magazine and press pack I want to make will be colorful and girlish enough. At the first time, the layout of my logo and hand draw patterns is too crowded, so the logo is quite small, but after I saw the affect of printing I think I should change the color into brighter color. And the size of the logo should be bigger. Before the press pack design, I did I the research about press pack at first, I looked at the press I think that are interesting. In my press pack design, I intend to use A4 sizes boxes, the color I think will be light blue or white, because I want to put the logo sticker on it. Indie the box I want to put in pink tissue paper or glass paper as in filling. Because the main outcome is the magazine, so the box sonnet need to be too big. Tissue and film paper will be easy to fill in the case. Except this, I want to add some small pieces inside like glitter, because I it is a key element in my project. It is nearly the end of this project, so I did one more secondary research about dazed magazine and wrote annotations on it. Then I checked the bibliography organization.