image via scene stylesLet's clarify:
-Kawaii is not synonym for Hello Kitty.
-Kawaii is not exclusively Sanrio (or any other brand).
-Kawaii is not restricted to a particular set of characters.
What is it then? It is a Japanese word that's often translated as "cute", but can also mean pretty, lovely, adorable, charming, dear or darling.
If you're interested in learning about the cultural ramifications of this term, you can start here.
So, why are we talking about this? Because we're working on a line of hair accessories and jewelry inspired by kawaii fashion and wanted the rest of the world to have a better understanding of our inspiration.