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Channeling the concept of “Kawaii” through the lens of London street style, upstart fashion creatives Kitty Cowell, Sophie Mayanne and makeup artist Sophie Cox have teamed up for an editorial paying tribute to the bizarre Japanese phenomenon, which roughly translates to “cuteness” or “adorable.” Brash fashion from VFILES and Joyrich sits alongside rough and ready streetwear courtesy of PUMA and Gourmet, while colors and patterns clash in a way that is so often seen on the streets of East London and Tokyo.

Words by Alec Leach
Digital Fashion Editor

Alec Leach grew up in Brighton, England, but now lives in Berlin, where he leads Highsnobiety's digital fashion content.

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