Held once a year, the show now attracts a crowd of around 4, — three times more than it started with. Almost models under the age of 14 participated in Tokyo Top Kids Collection, competing for such categories as best fashion, best smile and best runway walk. InYamamoto originally launched a sister publication called Nicola that catered to an elementary and middle school demography. Guests can choose on Nowadays, preteen girls are more than happy to trade in their Barbie dolls and other toys for makeup, designer clothes and blogs about fashion. More typically, idols are in their teens.
However, Yamamoto decided to highlight the over-the-top pop cuteness and rebellious nature of many of the images submitted because he believed kids were smart enough to extract the elements of particular fashion brands they identified with, especially styles that borrowed bits and pieces from haute couture.
Material girls: Japan’s preteen model boom
Nowadays, preteen girls are more than happy to trade in their Barbie dolls and other toys for makeup, designer clothes and blogs about fashion. AKB48 has reshaped the landscape of youth culture in modern Japan. Like Suguri, she also participated in the Tokyo Top Kids Collection, but felt she needed to take additional walking lessons to pass the myriad auditions she hopes to apply for — both now and in future. Bimonthly magazine subscriptions have grown by 20 percent since to aroundcopies. More typically, idols are in their teens.