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Here is how extreme it can get: there are specialized boutiques that sell these types of frilly, saccharine clothes, and one of the biggest stores - called Jesus Diamante - sells around $95,000 worth of clothing a month!
They speak in soft, chirpy voices and flock to specialized boutiques with names like Jesus Diamante, which looks like a bedroom in a European chateau.
The trend started with specialized boutiques, like Jesus Diamante, at left, which had one store in 2001 and has grown to four.
"I like it when everything about me feels artificial," said Kiyomi, 23, who likes to buy her clothes at Jesus Diamante, a boutique specializing in the Ageha look.
At Jesus Diamante, where lacey lingerie is laid out atop a pink bed, photo-taking of anything, including the extravagantly made-up sales staff, is taboo.