What is kawaii?
A fashion movement born in the streets of Harajuku, Japan explores all things colourful and cute. In my opinion, Kawaii is the new Punk. It has become an avenue for subversion in Japanese fashion. It doesn't just rely on the garments itself but on the context of the settings. This trend is both a socially acceptable avenue for the young and a state celebrated by the male gaze (kawaii literally means 'pretty' in Japanese). But, if you take it out of those contexts this is more than just a trend, it's a powerful uniform for rebellion against the rigid Japanese societal norms. The saccharine and pastel colours that clash with textures and patterns are unique to this trend. All whilst expressing happiness, unity and joy, kawaii is a grown-up middle finger to the oppression of patriarchal societies.
We're very thankful for you supporting this little teensy weensy online store and for that, we believe that if we can't pay back- we should pay it forward.
With every purchase you make, 20% is now going to a charity for domestic abuse in the UK.
We're really excited about this project and we cant wait to make a post when we get the mulla rolling in, to show you just how much we've made for this charity!
A little bit about us
Est. January 2016. Founder; Mimi Gehin a.k.a Maheaux
This is the result of inspiration, boredom and the desire to create. I was originally inspired by the Japanese kawaii trend and politically liberal movement; the arthoe collective. However, I'm sure you can see through the design of our latest creations that Heauxmade has evolved with time.
I wanted to create a brand that would both encourage and enlighten. A lot of our jewellery and accessories are unapologetically extra and so we want to encourage you to wear something that maybe you normally wouldn't...
We're hoping that girls and boys all over the world will pluck up the courage to flaunt our creations.
Secondly, we want to enlighten your world and ours by creating bespoke jewellery for you. The prices are cheap because we're aware that we attract a younger clientele - so we got you. But what we don't do is buy one s***ty design and bulk buy to re-sale because not only is that bad for the environment, who wants something that somebody else has the exact same copy and design of?
The word 'Heaux' is plural for the derisory slang word 'hoe' which has been commonly used to 'slut-shame' and put women down. We think that's kinda s***ty. So here we are, re-appropriating this word for ourselves. According to us, 'Heaux' is derived from the super cool and 'woke' social movement the arthoe collective. If you support POC artists, LGBTQA+, the notion of non-binary genders, feminism, the black lives matter campaign, etc. then you, my friend, are a Heaux. Welcome to the tribe.
From the founder, to the brand promoters, models, photographers, brand ambassadors and beloved customers we share the same positive values and dreams of a better and more equal society.
Everything we sell here has been hand-made by Maheaux and her little helper heaux with dedication, love and care. Please note, that because of this, there may be colour variations or little kinks and scratches on the pieces. But we think these imperfections are what gives each piece a unique character. By buying from us you are supporting artisan craft, and a broke university student with dreams to one day live it big enough to buy a tropical island where all Heaux live together in harmony and peace.