Jojifuku

Jojifuku (), which translates to "girl's clothing", is a Japanese fashion that revolves around adults wearing nostalgic children’s clothing brands featured in ShoujoShōjo manga is an editorial category of Japanese comics targeting an audience of adolescent females and young adult women. magazines such as Nakayoshi and Ciao. Due to the sheer prevalence of the typical clothing within the Heisei era, it is also considered part of the Heisei Retro aesthetic.
The male equivalent based on the clothes featured in shonen magazines would be called Danjifuku (男児服).
==History==
During the early 2000s, there was a boom in children's clothing brands collaborating with Shoujo magazines in Japan. Despite cathering to an audience that quickly grows out of their clothes, the price range was often way beyond 10.000yen (~100USD) and not many parents could afford those clothes. Eventually those children would grow into adults still longing for the designs of the Shoujo magazines, and some of those brands would start cathering to them with expanding their size range to also fit adult Japanese women. 
==Visuals== 
*Chibi animals
*Glitter
*Shoujo manga
*Stickers
*Randoseru
*Uwabaki
==Fashion==
thumb|Jojifuku makeup tutorial by Pikarin
As the name suggests, the fashion mainly consists out of outfits as you would see them in Shoujo magazines aimed at girls. The color palette is often very similar to Yume Kawaii but also has bright accents that give a pop impression. There are many prints of nostalgic magical girl anime such as Sailor Moon and Pretty Cure.
==Media==
===Characters===
*Agnes Digital (Uma Musume)
*Misogi (Princess Connect!)
*Morino Amane (Yumemiru Angel Blue)
*Ootori Emu (Project SEKAI COLORFUL STAGE!)
===Magazines=== 
*Nakayoshi
*Ribon
*Ciao
==Criticism==
With the recent spread of Japanese fashion to the west, Jojifuku has become a controversial topic online. Despite the style on its own being harmless, there has been a strong association with ageplay fetish content due to the Japanese hashtag for the style being popularized by an AV studio that also posts sfw content for promotion.Let's Talk About Jojifuku - cybr.grl Therefore, some people consider it a misuse of children's clothing.
==Resources==
External links to help get a better understanding of this aesthetic.
===Blogs===
*Sorasido Girls' Culture
===Vendors===
*Angel Blue 
*Betty's Blue
*Daisy Lovers
*Mezzo Piano
*Pom Ponette
*Sannennikumi (3nen2kumi)
*Sanrio
*To Alice
*Earth Magic
===Pinterest Boards ===
*女児服 🍬 jojifuku by shinitamihime
==Gallery ==
File:Jojifuku1.jpg|Kera magazine feature on Jojifuku
File:Jojifuku2.jpg
File:Jojifuku3.jpg
File:Jojifuku4.jpg
File:Jojifuku5.jpg
File:Jojifuku6.jpg|Typical fashion feature in a shoujo magazine during the 2000s.
File:Jojifuku7.jpg
File:Jojifuku8.jpg
==References==
Category:Feminine
Category:Japanese
Category:Youthful
Category:Bright
Category:Pastel
Category:Nostalgia/Nostalgic
Category:Cute
Category:2010s
Category:Fashion
Category:Fashion Styles
Category:Glitter
Category:Pastels