Fairy Kei (フェアリー系) is a japanese pastel fashion with a focus on 80s children's popculture. It is often used as a casual alternative to Sweet Lolita.
The style is based around muted pastels and 80s revivalist cartoons and motifs such as My Little Pony, Care Bears, Rainbow Brite, vintage 80s Barbie, etc. The look is very much a ‘fantasy style’, emulating the worlds of 80s girls’ cartoons and early shoujo manga. It began with Tabuchi, founder of the vintage and repurposed vintage boutique SPANK!, as her personal style, and then the look took off from there.
Fabric is usually lightweight for dresses and skirts, such as the loose A-line dresses and the fluttery colored petticoats. Thick, fluffy sweaters, oversized 80s sweatshirts; this is also the land from whence comes the mokomoko accessories craze, and stuffed animals are sewn onto sweaters and scarves, or as the usual purse. Dress length can be ankle length, knee-length or mini-skirt length; anything fluttery and flowy works.
The most important aspects of fairy kei are the vintage/fantasy world factor, and the color palette. Color is one of the most important features here, less so the structure or item. Pastels and neon-tinted pastels, or high-saturated pastels. Popular colors are pastel pink, baby blue, lavender, light yellow and in smaller doses, ‘white-with-black-dots’. Dark and overly bright colors are not allowed outside of accents. Several motifs and themes are often found in fairy kei as well: most notably the unicorn, followed by kittens, any vintage 80s toy or franchise, moons and stars, rainbows, and naturally sweets such as cotton candy and conversation hearts (the chalky American candy that say things like UR CUTE).