Actually it isn’t. You will be surprised how wearing kimono is still quite fashionable amongst the Japanese to the extent that Japanese celebrities still wear them for modelling, photography and the media. It is still considered to be an icon of attraction and beauty, tradition but not necessarily so; and magazines are full of them both non-sexually exploitive and otherwise. In fact, I can’t think of another culture where girls willingly wear traditional clothing (on the occasion) for no other reason than to be beautiful.