Word: hamasaki
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Dates: during 2001-2001
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...Alas, kawaii is famously mercurial. Despite hiring young designers, listening to customers and developing relationships with magazines, no company can entirely predict when teen tastes may change. Sometimes girls want?NOW!?what a famous singer wears in her new video. (Ayumi Hamasaki's flower pins, for instance.) But trendy Tokyo girls soon tire of being copied by their country bumpkin cousins in Saitama and Okayama and start looking for newer, more kawaii looks to sport?almost as soon as they've attached those pins to their lapels. That creates a hothouse environment where a brand can go from unknown...