heisei retro

Heisei Retro (平成レトロ) is an aesthetic and fashion style based around nostalgia for the Heisei period, primarily featuring elements associated with '90s and 2000s Japanese childhood, especially that of young girls and the clothing that was marketed to them during the time. It is closely related to Yume Kawaii and Y2K.

Common themes include chibi animals and mythical creatures such as unicorns, glitter and sparkles, stickers, charms, colorful plastic jewelry, randoseru, sweet food such as fruit and cake, bright pastel colors, shaped hairclips and hair bobbles, magical girl themes and symbols such as hearts and stars.

Brands like Mezzo Piano are popular, as are Sanrio characters and Tamagotchi, and flip phones, especially with cellphone charms.