2010s Soft Kawaii is an offshoot of the Kawaii aesthetic based on trends in the 2010s, especially on the website Tumblr. It is largely based on Japanese mascot culture, with the fashion elements being based on Himekaji and Girly Kei fashion trends of the time, as well as Korean fashion. There is also much overlap with 2014 Girly Tumblr.

Because this era coincides with the rise of Instagram, it was common for these photos to have a slightly sepia-toned filter and warmer lighting. The colors most featured in this aesthetic are pink, gray, browns, creams, and mint green . Patterns are also commonly applied to multiple visuals, from phone cases to fashion. English florals and Swiss dots are the most common, lending a more vintage look to the aesthetic.

During this time, the mascots Pusheen the Cat, Rilakkuma, and Domo-kun were especially popular and appeared as plushies, phone cases, and digital stickers.

It was also common for people to create kawaii mascots through attaching facial feature digital stickers to images of food.

The food itself is often sweets in the color palette, such as cupcakes, marshmallows, cinnamon rolls, etc. As a note, the 2010s and the rise of Instagram, foodie culture, and the more widespread use of smartphones can be linked to this photo subject being popular. Because of this, decoden (clay and plastic charms in the shape of food) was a common motif on phone cases, long nails, and headphones.

This aesthetic was also popular amongst Sweet Lolitas, or people who were interested in the fashion but did not participate in it. Because of this, it was not uncommon for street snaps of that era of Lolita and promotional images from Angelic Pretty, a brand often releasing dresses with dessert printed fabric.

The fashion in this aesthetic is a blend of Japanese Girly Kei / Himekaji fashion, Korean preppy trends, and Western Twee . Blogs would both reblog images of these different nations' fashion on one blog and pick and choose different elements and garments depending on price and local availability within their outfit.

The most defining feature of the fashion is the use of collared tops, especially Peter Pan collars with ruffle or lace trim . This garment in particular has always been featured in Kawaii fashion, taking inspiration from Lolita and various retro fashions. Because of its popularity during the 2010s, this top could be found in various places, from simpler designs from fast fashion and more textured and detailed ones from certain brands in Japan.

Often, outfits would layer these blouses under a plainer sweater or sweatshirt , a trend common in the 2010s as a result of Twee.

Another commonly used top in this aesthetic is from Western and Korean brands, featured thicker lace being the main fabric, both with and without collars.

As this is an extremely feminine aesthetic, skirts are the most common option, specifically A-line mini skirts , rather than longer and tighter fitting ones that would fit into a more mature aesthetic. These skirts often have lace trim, pleats, or ruffles to enhance the kawaii detail.

A more fanciful (and expensive) option is printed skirts from Japanese brands such as Liz Lisa, overlapping with Himekaji .  Because these prints are really distinctive, and bloggers often hype up specific releases, these skirts are often a status symbol .

However, a more casual interpretation and less overtly Kawaii option is denim short-shorts , with another 2010s trend being non-blue denim .

During the 2010s, shoes tend to be wedge heels, booties, and platform heels . The kawaii motifs came in the form of brogue-like details, pleather bows, and pastel colors that add details to the shoes differing from more mainstream fashion.

Accessories in this aesthetic often help enhance its association with Kawaii culture and distinguishes it from a more typical preppy or Twee outfit. Novelty jewelry with Kawaii motifs , such as bows appearing on rings and necklaces, lace chokers, and plastic/clay food and animal charms are common and could be easily crafted or found through small businesses online. Similarly, novelty purses are also more noticeably kawaii. These can be shaped like sweets, be embroidered with cute phrases, or have scalloped trim.

Another common component of an outfit is legwear , which balances out the mini skirt and has associations with Japanese fashion, often being noticeably Japanese in the West because of it being common in anime. Solid-colored tights, knee socks, socks trimmed with ruffles and lace, and Swiss dot prints, and herringbone textures are some common variants.

Hair bows , especially large ones, are a common trend which overlapped with 2014 Girly and the trend of the messy top bun hairstyle.

Another connection to the 2010s at large is the use of oversized glasses for fashion purposes, associated with Hipsters . Vintage hats , such as straw hats and fedoras, also came into popularity.

To match the warm-toned color palette of this aesthetic, and because this was a trend in the 2010s in Japan and Korea, women often dyed their hair warm brown or honey, as opposed to black. Like almost all other feminine Japanese aesthetics, hair also always included bangs , as this is historically associated with delicate beauty in Japan .