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Cawaii! magazine

Cawaii!

Field:
apparel
Style:
gyaru
Market:
women, 10s
Region:
Japan
Frequency:
monthly
URL:
Cawaii! official site

Buy Cawaii! at Amazon Japan (English on product page)

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‘The magazine for teens who itch to become adults’

Advertising as “the magazine for teens who itch to become adults”, fashion magazine Cawaii! appeals to young women who want to dress sexy and cute. It is very much ‘gyaru’ (derived from ‘girl’).

The gyaru look has a strong focus on dyed hair (usually blond) and wigs, flamboyant makeup and nail art, and the ever present mini-skirt. Girls sporting the gyaru look usually do so until they are about 20, at which age they ‘graduate from being gyaru’. The shopping mall 109 Shibuya in the center of Tokyo’s flashy Shibuya district is famous for shops catering to the gyaru look.

Playing on the insecurity of their readers, and their need to be popular, Cawaii! loves lists like ‘The hottest trends by 100 people’, ’6 keywords for fashion in Autumn’, ‘The 5 colors of Spring’.

Published by Shufu no Tomo company, the magazine sells over 300,000 copies per year. The majority of the readers are of high school age. The readers themselves are the models in this magazine, which makes Cawaii! extremely real.

Another magazine that appeals to the same group of people is Egg. Magazines with a more mature audience are JJ and CanCam.

Review Cawaii!

cawaii

susan
Mar 24, 2008 (2319 days ago)

LOVE CAWAiI

caven goh
Aug 6, 2008 (2184 days ago)

send latest fashion

jareyj
Sep 24, 2008 (2136 days ago)

I want to purchase this magazine!

♥♡♪♫☆

MW
May 1, 2009 (1917 days ago)

Im from Malaysia,and i love cawaii magazine a lot!! love it!

felicia
May 1, 2009 (1916 days ago)

i love cawaii so much…..cawaii CUTE

mascara magica
Aug 31, 2009 (1794 days ago)

I from Malaysia. Cawaii is graet and i will buy it every month

see char
Sep 15, 2009 (1779 days ago)

i love this cawaii fashion about hair,make up,and vintage cloths..wish i can be like those models _

Deelaila abdul halim
Oct 25, 2011 (1010 days ago)

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http://www.japanesestreets.com/fashion-mags/9/cawaii