In our previous research on kawaii fashion, we have classified Japanese real clothes into some categories and clarified their characteristics of design elements of kawaii fashion (hereafter referred to as “kawaii design elements”) such as shape (silhouette, details), color, and material including patterns. This study focuses eight luxury fashion brands selected because their products often include kawaii design elements and aims to identify similarities and differences among them by comparing their kawaii design elements. It also discusses the features of each fashion brand design from the viewpoint of kawaii which is originated from Japanese culture. This study was conducted from both professional and consumer perspectives. The professional analysis confirmed each brand's core taste and the features of kawaii design elements. On the other hand, there was no elements showing the childishness (girlish or boyish). From the analysis by consumer's viewpoint, the score of "TOMO KOIZUMI" was exceptionally high in kawaii impression evaluation. This may be due to the image of this brand includes many kawaii design elements in all shape, color, and material. Based on this result, we will continue this research.
Keywords: kawaii-1， luxury brands -2， Design-3， Shape-4， Color-5， Material-6
（Keiko MIYATAKE， Peeraya SRIPIAN ， Tipporn LAOHAKANGVALVIT and Michiko OHKURA）
