Have you seen the kigurumi (toy animal dresser) gals?
(What does that V-sign mean? maybe a gyaru (girl) or ganguro (blackface) thing - in Japan, apparently it's rebellious to look like a California girl - or maybe yamanba (mountain hag) (oh, except they've been obsoleted by the gosurori (Goth Lolita) (OK, I give up, why am I talking about Japanese teenage fashion? (I'm straying from my area of expertise (which is what, again?)) oh yeah, Japanese animal-costume fashion))).
So kigurumi was mainly a kosupure (costume player) thing but there are indications it is going mainstream. These I think are just costumes, not fashion (but who knows).
This appears to be a toy animal dressing up as a toy animal. Stop the cuteness!