Akamoji-kei (Red Letter-style), Refers to the fashion styles in “red letter” titled magazines such as Cancam, Sweet, Nonno, Ray, Vivi, Popteen, etc and is the mainstream fashion style among women in Japan. This fashion style is mostly targeted towards women in their late teens and 20’s.

(In the past these magazines were known for always having their titles in red letters, in contrast to harajuku-style magazine titles which were typically in blue letters. In recent times these magazines no longer only use red font colors for their magazine titles and change them depending on the magazine cover aesthetic.)

This style is also the umbrella term in which many other fashion styles in this amino fall into.

In Mainstream Japanese Fashion and Social Media, no one actually calls their fashion “Akamoji-Kei” anymore. Because this is mainstream fashion in Japan people just call this style things such as “Feminine Fashion”, “Girly Fashion”, “Otona Kawaii” or just “Fashion” in general.

Common Japanese fashion brands from this fashion style include ​Jill Stuart,Snidel, Dazzlin, etc