'Kawaii' style now taking on the world

A wave of Japanese women dressing in cute outfits is winning fans across the globe

Bubblegum-pink hearts, tulle skirts and polka dots: the unapologetically feminine fashion that originated in Tokyo has exploded in the West with Hollywood celebrities earning brickbats for adopting the "girlie" style.

The hugely popular "kawaii" (cute) look, which blends traditional Japanese concepts of purity and innocence with the doll-like aesthetic embodied by Hello Kitty and other beloved mascots, traces its roots to the late 1970s.