What Is Jirai Kei Fashion? Styling Tips & Where to Buy Japanese Jirai Kei Brands Online

Have you been seeing a lot of Japanese girls wearing Jirai Kei fashion recently when scrolling through Instagram or TikTok? It’s that style with lace, bows, and platform shoes. This sweet yet slightly dark style probably makes you want to try it out too!

This time, we’re going to help you fully understand the super-popular Jirai Kei fashion that’s trending among Japanese girls! We’ve put together everything for you, from the style’s origins and makeup/accessories to the key clothing items. The best part is, we also have 6 recommended Japanese websites where you can easily buy Jirai Kei clothing overseas!

Whether you want to learn beginner Jirai Kei styles or more advanced tips, after reading this article, you’ll be able to immediately start creating your own sweet-yet-dark look!

Jirai Kei: Exploring the Sweet-Yet-Dark Style Under the Yandere Culture

You might be wondering, “Where does the name Jirai Kei come from?” Originally, the term “Jirai Onna” (Landmine Girl) in Japan carried negative connotations, referring to someone who was emotionally unstable and difficult to deal with. However, young Japanese fashion enthusiasts later transformed this term into a popular Japanese fashion subculture. This Japanse aesthetic fashion combines the dramatic allure of Yandere aesthetics –a Japanese term for a character whose devotion becomes destructive (often through violence or psychological abuse) — with a cute, contrasting appearance.

The Jirai Kei fashion style evolved from Ryōsan-gata (Mass-Produced Type) fashion, but unlike a purely dreamy and sweet aesthetic, it incorporates a sense of world-weariness and byō-teki kawaii (pathologically cute). This Japanese subculture frequently uses black, lace, and bows as its main elements, showcasing a unique charm that is outwardly cute but inwardly conflicted.

What Defines Jirai Kei? Must-Have Clothing, Makeup, and Accessories for Jirai Kei Girls

It’s actually not difficult to create a Jirai Kei outfit! You can easily get started by mastering just a few key elements

Categories | Key Styling Points

clothing styles

tops with lace and ruffles
leated mini skirts
bows
sheer tights
knee/thigh high socks

color palette

black
white
pink
purple

makeup

undereye bag focused
undereye blush
downward eyelines

hairstyles/hair accessories

long straight hair
hime-cut
large bows
fluffy hair accessories

shoes/bags/jewelry

platform shoes
cross-shaped accessories

How to Buy Jirai Kei? 6 Japanese Websites to Help You Dive In!

Jirai Kei clothing is actually a very popular category in Japan. We have carefully selected 6 Japanese websites that are loved by Jirai Kei girls in Japan and can be easily purchased through the Buyee cross-border shopping service, allowing you to dive into the style with just one click, without even flying to Japan!

YUMETENBO “DearMyLove”

The price range for clothing is JPY 4,000 to JPY 15,000.

YUMETENBO is a classic Japanese brand for girl’s fashion. Its sub-brand, “DearMyLove,” features a large selection of authentic Jirai Kei and Ryōsan-gata styles. With affordable prices, it is the top choice for beginners getting into the look.

See More on DearMyLove

LAFARY “mine”

The price range for clothing is JPY 6,000 to JPY 10,000.

“mine”, under the brand LAFARY, offers essential small items and accessories for Jirai Kei styling, in addition to clothing. It incorporates subtle sweetness into the dark aesthetic, showcasing the charming style of “mine.”

See More on mine

VOLCAN&APHRODITE

The price range for clothing is JPY 6,000 to JPY 20,000.

VOLCAN&APHRODITE is a brand that focuses on trendy and unique fashion. Their popular items include T-shirts featuring illustrations designed by their staff and cat-ear hoodie jackets. This brand is perfect for those who want to incorporate Jirai Kei elements into their everyday wear.

See More on VOLCAN&APHRODITE

NOEMIE

The price range for clothing is JPY 5,000 to JPY 18,000.

NOEMIE focuses on Japanese vintage and sweetly cute styles. Their collections are delicate and well-designed, making the brand suitable for those looking to try a more elegant and sweeter version of the Jirai Kei or Ryōsan-gata aesthetic. Furthermore, NOEMIE frequently features collaboration items with the Sanrio character Kuromi, who is also very popular among Jirai Kei girls in Japan. We recommend saving it as one of your favorite shops and checking back regularly!

See More on NOEMIE

ROJITA

The price range for clothing is JPY 6,000 to JPY 20,000.

ROJITA primarily focuses on a sweet, princess-like style, featuring delicate lace and ribbon details in its designs. Although the style leans towards the sweeter side, many of its individual pieces are essential options for a Jirai Kei coordinate.

See More ROJITA On LOCONDO

Ailand “Jamie ANK”

The price range for clothing is JPY 10,000 to JPY 22,000.

Ailand is a website that brings together multiple Japanese fashion brands. Among them, “Jamie ANK” frequently releases highly-designed Ita-Bags (bags specifically made for displaying badges/merchandise) that combine dark and sweet elements.

See More on Jamie ANK

How to buy jirai-kei clothes from overseas?
Use Buyee’s overseas ordering cart for a quick & easy checkout!

After reading this comprehensive guide, do you now have a deeper understanding of Jirai Kei fashion? Whether you want to try the contrasting charm of sweetness mixed with a touch of darkness, or you are simply attracted by the delicate lace and bows, now is the perfect time for you to purchase these trending Japanese items!

Click on the recommended brand websites above and easily bring home this Japanese pop culture through Buyee. Also, remember to follow our Instagram @buyee.unbox.picks to get more of the latest Japanese fashion finds and unboxing information!

Want to easily order official merchandise from the US, Canada, Australia, the UK, and more?
Try Buyee’s Global Shopping Cart for hassle-free proxy shopping:
No VPN needed
No Japanese required
Ships overseas after checkout—with multiple international delivery options!

Here’s how

Buyee’s overseas ordering cart Checkout Guide – Step-by-step:

Go to the official website and choose the item you want.

Click “Add to Cart” and proceed to the checkout page.

On the checkout page, select the “Buyee Global Shopping Cart” button.

You’ll be redirected to the Buyee site. Log in or create a Buyee account.

Confirm your item and shipping details, then complete your order!

Why Use Buyee’s Global Shopping Cart?

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Multiple payment options including credit cards and PayPal
International shipping from Japan to your doorstep
Ships to most countries and regions worldwide

Want to learn more about how it works?
[Full Step-by-Step Guide]
How to purchase from official Japanese brand websites using Buyee’s Global Shopping Cart