Ms. Yamamoto is a hime gyaru, or princess girl, a growing new tribe of Japanese women who aim to look like sugarcoated, 21st-century versions of old-style European royalty. They idolize Marie Antoinette and Paris Hilton, for her baby-doll looks and princess lifestyle. 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. There, some hime girls spend more than $1,000 for an outfit including a satin dress, parasol and rhinestone-studded handbag.

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