Pink House Style

Pink House style, most commonly known by its incorrect name natural kei in the international community, is a style that focuses around the fashions created by the brand PINK HOUSE and the designer Kaneko Isao. It served as a predecessor to mori kei fashion, and the style was directly influenced by it.

## The Name

The name of Pink House style is somewhat convoluted. In international circles, the style is known exclusively as natural kei. However, this name is not used in Japan. It is unclear where this mistranslated name came from, but it is possibly a mistranslation of "country style" which the brand was sometimes referred to as. However, as country and natural are not the exact same term or wording, it cannot be confirmed.

In Japanese, this style is referred to multiple names. this includes:

* ピンクハウスコード（コーデ）or PINK HOUSE coord in English (meaning PINK HOUSE outfit/style)
* ピンクハウスファッション or PINK HOUSE fashion in English
* カネコ福(コード、コーデ、ファッション) or Kaneko coord/fashion/style in English, a nod to one of the main designers of PINK HOUSE
* Occasionally used are カントリー系 (country kei) and おばさん系 (Obasan-kei)

There are also a number of tags used for brands with a similar aesthetic and style to PINK HOUSE, but the PINK HOUSE tag is most commonly used.

Rumors have long circulated on the internet that the style functioned like other "kei" fashions, with a lifestyle, community, and aesthetic. However, these rumors are unsubstantiated.

## History

Pink House fashion was created formally in 1982 when the brand PINK HOUSE was launched in Japan. Although the brand's designers had been promoting a similar style throughout the 1970s, it wasn't until this time that it officially took off as a widespread fashion name.

PINK HOUSE was inspired by 1970s prairie revival fashion, such as Gunne Sax, and has many similarities to already existing prairie revival fashion. However, while PINK HOUSE quickly became a household name across Japan after 1982, other international prairie revival fashions never had the same popularity in the country.

PINK HOUSE still remains an active brand to this day, and recently had a collaboration with popular idol group Momoiro Clover Z in 2016.

## Fashion Basics

The basics of Pink House style are based entirely on the PINK HOUSE brand and other brands inspired by their style within Japan. As such, it has a very consistent look that has not changed much throughout the years. Newer modern pieces have been uploaded to their shops, especially the spin-off shops, but the main PINK HOUSE store has stayed fairly consistent with its original style.

### Color Schemes and Patterns

Color schemes in Pink House fashion are varied. Natural color palettes are popular, like browns and creams. However, pastels are also often used, as well as brighter colors, like mint green and bright red. Dark colors, like dark blues, can also be used. Outfits often also have one solid color that the entire ensemble revolves around.

Patterns are extremely prevalent in Pink House Style. Florals and nature-based patterns are the most popular. However, some outfits focus on block colors with no patterns.

### Clothing Type

Pink House clothing focuses primarily on layers, focused on the bottom of the outfit. Layered skirts are the most popular choice. The silhouette is almost always long skirts, with anything above the knee being almost unheard of. Occasionally bloomers are used for a sort of pants variant of the style, but this is not common.

Sweaters and blouses are popular choices for tops, as well as vests. Ruffles are prominent decorations on all aspects of Pink House fashion, and small details to each piece are also very important.

### Shoes

Popular shoes for natural kei are boots, sandals, and flats. Often shoes will match the color of the outfit coordinate, or will be in natural colors, like brown.

### Accessories

Straw hats and flowers in the hair are popular accessories. Straw baskets and totes are popular bag choices. Scarves and aprons are also commonly used.

### Hairstyles and Makeup

Both hairstyles and makeup are kept rather natural in looks. Blush on the cheeks is popular for an innocent look, and natural hair colors and styles are most commonly used.

## Men's Pink House Style

Oftentimes the masculine clothing line under the PINK HOUSE brand is tagged alongside pink house style coordinates. The masculine version of the fashion has very little to do with the classic pink house style, and does not closely resemble the classic pink house aesthetic. Instead, brands like Karl Helmut produced vintage-style masculine fashion pieces in the 1980s. They now produce mainly vintage-inspired pieces, mainly bomber jackets, button-up shirts, and sweatshirts these days.

Classic Karl HelmutClassic Karl HelmutModern Karl HelmutModern Karl Helmut
## Modern Changes to PINK HOUSE Style

A few of the classic pink house style brands have begun to deviate from their long-held styles. For example, Ingeborg, sister brands to PINK HOUSE, PINK HOUSE Chelsea and PINK HOUSE Brocante still feature many of the same themes, but are now displaying notable changes.

### Modern Style Basics

Modern pink house style features more modern patterns, cuts, fewer layers, and darker color palettes. Some aspects that tend to remain the same in modern and classic instances of pink house style are baggy silhouettes, feminine aspects, floral patterns, the use of skirts and dresses, some ruffles, and various inspirations from prairie fashion such as gingham and check patterns or patchwork.

### Pink House or Something New?

It is unclear if these styles should be considered under the same umbrella as pink house style, as most who tag the style on social media continue to wear the same, classic style with little to no variation, buying mainly thrifted clothing from resellers or from the main PINK HOUSE brand.  It is possible that, like many other trendy stores in j-fashion, these sister stores have simply made a move to mainstream fashion styles to appeal to wider audiences.

IngeborgIngeborgIngeborgPINK HOUSE ChelseaPINK HOUSE ChelseaPINK HOUSE BrocantePINK HOUSE BrocantePINK HOUSE Brocante
## Brands

* PINK HOUSE
* PINK HOUSE Chelsea
* PINK HOUSE Brocante
* Ingeborg
* Any designs by Kaneko Isao

## Gallery

Akane & AloisSource: UnknownPINK HOUSEPINK HOUSEPINK HOUSEPINK HOUSEPINK HOUSEPINK HOUSEPINK HOUSEPINK HOUSEPINK HOUSEPINK HOUSEKaneko IsaoKaneko IsaoMary RoseMomoiro Clover Z wearing PINK HOUSE fashion in 2016Source: UnknownSource: UnknownSource: Unknown
## References

1. ↑ 1.0 1.1 Information retrieved from images of various Western sources (accurate information for images only) (Source 1, Source 2)
2. ↑ 2.0 2.1 "Is Pink House Lolita? Japanese Lolita Respond in 2004." Crimson Reflections. July 16, 2019. Retrieved September 15, 2020 from http://www.rainedragon.com/is-pink-house-lolita-japanese-lolita-respond-in-2004/
3. ↑ 3.0 3.1 "Shocking Update: Natural Kei Style Doesn't Exist (kind of)." idontknowmuchbutimlearning. July 25, 2019. Retrieved September 15, 2020 from https://idontknowmuchbutimlearning.blogspot.com/2019/07/shocking-update-natural-kei-style.html
4. ↑ 4.0 4.1 4.2 "Almost Mori: What is Natural Kei?" idontknowmuchbutimlearning. July 23, 2019. Retrieved September 15, 2020 from https://idontknowmuchbutimlearning.blogspot.com/2019/07/almost-mori-what-is-natural-kei.html
5. ↑ "Pink House." virtual Japan. N.d. Retrieved September 15, 2020 from http://www.virtualjapan.com/wiki/Pink\_House
6. ↑ 6.0 6.1 "TOKYO STREET FASHION and CULTURE: 1980-2017." Google Arts & Culture. N.d. Retrieved September 15, 2020 from https://artsandculture.google.com/exhibit/ogKCPmGdPtB7Iw
7. ↑ P-log morioka. Retrieved September 15, 2020 from http://moriokaph.blog27.fc2.com/