Word: princess
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...which appears to be meeting a lot of people with whom they have nothing in common and trying to find something to talk about, sometimes with excruciating results. Perhaps that's its true purpose. If it can puncture even one little girl's dream of being a princess, it's done us all a service...
...with its frilly pastel frocks and ringlet hairdos. With money earned from part-time work, the girls plan to shop for two hours at the brand's Harajuku store before heading to its Shinjuku branch. "I love their design. It amps me up!" enthuses Nagamine. (Watch TIME's video "Princess Fashion in Tokyo...
...Jesus Diamante label. Today, the company runs four stores; by mid-2007 it had earned more than $14 million from selling dresses that run from $500 to $600 each and coats that cost up to $1,500. The average client spends $1,000 a month in support of her princess habit - but some spend as much as $4,000 a month. Most clients are girls in their teens to mid-20s, but there are some women in their 30s and 40s who wear the look. (See pictures of Japanese design's greatest hits...
...stores and on its website, and that has resulted in some of its retail staff developing their own fan bases. Most popular among them is Keiko Mizoe, 24, a staffer in the Shinjuku store with the flawless complexion of a porcelain doll. "When people started to call me Princess Keiko, I didn't like it and didn't know what to do," Mizoe confesses. "But then I started to think that if others see me in that way, then I have to act my part." These days she regularly models for Koakuma Ageha and sometimes even appears on TV. "Every...
...Adds Takako Hosomi, president of Princess House Inc., whose clients demand that their living spaces be transformed to mimic 18th-century European palaces: "It's every girl's dream to wake up on a splendid canopy bed with a kiss from a handsome prince...