Fairy Kei (フェアリー系 or フェアリーファッション) is a japanese pastel fashion that is based on a YumeKawaii aesthetic with a focus on 80s children's popculture


The retro anime Creamy Mami is hailed as a large part of the aesthetic by fairy kei lovers. 

Often, fairy kei and sweet lolita overlap, so a lot of things that are pleasing to lolita wearers are also pleasing to fairy kei lovers.


The style is based around muted pastels and 80s revivalist cartoons and motifs such as My Little Pony, Care Bears, Rainbow Brite, vintage 80s Barbie, etc. The look is very much a ‘fantasy style’, emulating the worlds of 80s girls’ cartoons and early shoujo manga. It began with Tabuchi, founder of the vintage and repurposed vintage boutique SPANK!, as her personal style, and then the look took off from there.

Fabric is usually lightweight for dresses and skirts, such as the loose A-line dresses and the fluttery colored petticoats. Thick, fluffy sweaters, oversized 80s sweatshirts; this is also the land from whence comes the mokomoko accessories craze, and stuffed animals are sewn onto sweaters and scarves, or as the usual purse. Dress length can be ankle length, knee-length or mini-skirt length; anything fluttery and flowy works.

The most important aspects of fairy kei are the vintage/fantasy world factor, and the color palette. Color is one of the most important features here, less so the structure or item. Pastels and neon-tinted pastels, or high-saturated pastels. Popular colors are pastel pink, baby blue, lavender, light yellow and in smaller doses, ‘white-with-black-dots’. Dark and overly bright colors are not allowed outside of accents. Several motifs and themes are often found in fairy kei as well: most notably the unicorn, followed by kittens, any vintage 80s toy or franchise, moons and stars, rainbows, and naturally sweets such as cotton candy and conversation hearts (the chalky American candy that say things like UR CUTE).

Fairy Kei Fashion Vendors


Uchuu Kei

Uchuu Kei

This substyle of fairy kei has a focus on outer space (uchuu) and space alien (uchuujin) motifs. The outfits combine the typical pastel look with flurescent colors and artificial materials. The make-up can be anything from simple to very colorful and often features unusual lipstick colors.

Uchuu Kei Vendors



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