About: 

Like many other subcultures, the Decora style was originated in Harajuku; and it was popular in the ’90s and the 00s. It is popular both in and outside Japan, and it has remained the most famous Japanese subculture.

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"This style is best described as playful and child-like, but it is different from Lolita fashion. Lolita is inspired by the Victorian era, whereas Decora is inspired by cartoon characters from the ’80s. The style is also often called “Decora-chan,” which is said to originate from the Japanese pop idol, Tomoe Shinohara. She hosted some television shows and sang hit songs wearing fluffy petticoats and knee-high colored boots."

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from https://jpninfo.com/94276

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Brands: ACDC-Rag, 6%DOKIDOKI

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Ambassadors: Tomoe Shinohara, JUNNYAN, Kyary Pamyu Pamyu, etc