Yume kawaii

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Yume Kawaii (ゆめかわいい) is a Japanese aesthetic that centers around fantasy themes in pastel colors. It appears like the embodiment of a “girl's dream” and you can find many illustrations, clothing, and goods, which incorporate this aesthetic. Due to the nature of dreams, it can also feature nightmarish elements. Although the concept of the aesthetic has existed for some time, it wasn't until 2013 that it started to spread under the name Yume Kawaii. Eventually, the rise of image-centric social…

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