genderless kei

We meet the Tokyo youth celebrating genderless fashion. Using makeup, clothes, and Instagram filters, these young people are challenging international social norms and drawing on anime's fluid beauty standards.

The true definition of modern masculinity is constantly up for debate, but nowhere is there a more obvious change in attitudes than the growing trend for makeup amongst men. We explore a new era for self-expression.

Kawaii is the all-encompassing Japanese word for 'cute' but its saccharine style goes far beyond things that make you say ‘aww.’ Throw up some peace signs and enjoy our alphabet of kawaii culture, from adorable anime characters to zombie idols.

Genderless Kei is the Japanese fashion trend sweeping social media in 2016, signifying a move towards style that sits outside the gender binary, and challenging traditional ideas about what it means to dress like a boy.