Like a lot of Westerners, the Japanese lingerie market makes me a little uncomfortable. So much of it is too cutesy, too juvenile, and spilling over with frills, ruffles, bows and baubles of every variety — regardless of what age group is being targeted.
Japanese marketers also tend to infantilize lingerie models, turning photo campaigns into soft-core anime fantasies that appeal to both the teen market and creepy old dudes.
This campaign from a new Japanese indie label called The Little Vicious fits that pattern, while still remaining tasteful.
The pastel-hued collection of hand-made pieces is called ‘Ariel‘ after the iconic lead character from The Little Mermaid — those clamshell cups should be a dead giveaway.
Thankfully, photographer Monika Mogi avoids the temptation to give us a tarted-up Disney heroine, and instead goes for an L.A.-meets-Tokyo vibe with a tousled blonde in a straightforward poolside series.
With a name like Little Vicious, you might expect this label to be a bit edgier — straps, buckles, studs … that sort of thing. On the other hand, in the Japanese teen market, the idea of Ariel in a garter belt might just be the ultimate in badass.