The Shibuya 109 Girls Festival 2012 held earlier on May 12th was a total fashion extravaganza! Besides a runway show, attendees were treated to appearances by popular gal models, fashion personalities as well as music performances by Kana Nishino and Korean girl group After School. The runway stage was split into two parts: the first half, “free stage”, included young and up and coming brands like Neon Soda, AGAINST, FIG&VIPER, and mercy; the second, “premium stage,” showcased verteran brands including rienda, SPIRAL GIRL, CECIL McBEE, EGOIST, and LIZ LISA. Those interested can conveniently purchase items from the show here. 

And the timing couldn’t really be more perfect for gal fashion enthusiasts. While the Tokyo Girls Collection has long played host to the likes of LIZ LISA and CECIL McBEE, the majority of its runway lineup for the past few seasons has consisted more of contemporary women’s labels rather than recognized gal brands. Despite this, events like the Shibuya 109 Festival make it clear that there’s still enthusiasm for gal brands—both old and new—as well as the Shibuya fashion culture they continue to shape. 

Check out event photos below:

So much variety! Additional photos can be found here. Now check out these snaps of models Yunkoro, Natsumi Saito, and Nemoyayo, showing off their 109 Festival style (Source).

Fur coats and leather leggings. 

Blanket statement.

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Burgundy hats and Burberry check.

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Mode-rn girl. 

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Ahh, EGOIST. This brand has been growing on me continuously for the last couple seasons and this new collection is no exception. EGOIST calls it “Old European,” and by the looks of these photos, “old” translates to a definite ’60s and 70s influence. Combine that with dual masculine and feminine themes and you have a collection that’s both trendy and wearable no matter what your fashion persuasion. 

In these shots, simple body-con dresses are complimented by groovy headscarves. For the EGOIST girl, it’s all about the chain print, à la Chanel. Coordinating shoe styles include lace-up ankle boots with thick heels, similar to the brand’s previous offerings this past spring.

Here cool cropped trousers in a houndstooth check are are paired with a sexy shoulder-baring top, for a look that straddles lines of both girl and guy style. Floppy felt hats work for a range of looks as well. 

With this we get a good overview of the collection. How many trends can you spot? Let’s see…suspenders, retro colors (like burgundy and brown), ouji-pan, fur, knit ponchos, leopard, and thigh-high and ankle socks!

Another collection overview. Check out all the different silhouettes going on, including nipped-in waists, short hemlines, and wide, bellbottom pants. A motif unique to EGOIST this season, horse-bit detailing echos classic Gucci design. 

Jewlery-wise, bold statement pendants are a big part of the collection, along with EGOIST’s usual cross and other vintage-look designs. 

Which look is your favorite? Take your pick! 

Even more trends spotted here, this time funky bell-sleeves and chic pleats. I like that the brand went in a different direction and did a pleated top rather than a skirt or pair of pants. The polka-dot patterned neckties are also a nice blend of menswear and retro print trends. 

More masculine and feminine looks, namely suspenders and a mod, double-breasted trench coat. 

EGOIST has also come up with a coordinating hair and makeup scheme for the new season. I really love it when consumer brands go the extra mile and add a beauty component to their collections, much like couture brands do for their runway shows. It’s so thoughtful! Hair-wise, it’s all about loose, deconstructed styles, as shown on the EGOIST website and press blog:

First up is a flirty, Brigette Bardot-esque half-updo:

Next are soft, ’70s inspired waves:

Finally, a mussed ponytail with mannish appeal:

As you can see, the last two styles work equally well with or without hats.

Makeup is relatively simple, too, consisting of a classic cat eye that compliments the masculine and feminine duality of the clothing. Here’s a breakdown:

Blush application:

The finished look, including lip makeup:

Are you in mood for EGOIST this season? Discuss with us on the forums!

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So what is blogger style? Simply put, it’s fashion influenced by some of the Internet’s most fashionable ladies, a group which includes the likes of Rumi Neely, Carolina Engman, Christine L., and Louise Ebel…and it’s everywhere. Pretty much every young women’s fashion magazine in Japan from ELLE girl to happie Nuts to ViVi has been tracking blogger style in some way for the past couple months. 

Take this feature from the May 2011 issue of SCawaii, showcasing what the magazine calls “international blogger style”:

The same issue also features a spread styled after LOOKBOOK’s iconic interface, made more authentic by a direct-from-Los Angeles photo shoot with Jillian Kate: 

Blogger style makeup? You bet! SCawaii shows you how:

More looks, as seen in the May 2011 issue of Happie nuts:

ViVi can’t get enough of blogger style, either. A lengthy feature in the June 2011 issue highlighted overseas bloggers and brands to watch as well as featured a blogger style look book:

Blogger style naturally favors a bevy of Western brands, which is great news for girls without ready access to Japanese clothing. Of course, many Japanese brands like EGOIST, GILFY, EMODA, and MURUA are turning out their own blogger style duds, too. (Check out off-brand shop GALSTAR for low-cost alternatives.)

So ready to give blogger style a spin? This article from the June 2011 issue of Popteen is a basic crash-course in key colors, clothing, and accessories, includinglots of black and neutrals; loose knits, blouses, and jackets; shorts; platform shoes; and simple jewelry:

While blogger style’s effortlessly cool chic is definitely a hit with older gals, it’s interesting to see it branch out into magazines like Popteen, which are aimed at typically younger audiences. 

Finally, always a good measuring stick for trends, the 109 shopping site recently put together this feature incorporating blogger-inspired style with various gal brands, including CECIL McBEE, GILFY, Gimlet, LIZ LISA, and BACKS:

Could blogger style be a lingering trend within gal fashion? There’s a distinct possibility. What we’re seeing is really shaping up to be more of a large-scale movement rather than just a small-scale trend. The sweet dolly look that ushered itself in two or three years ago is starting to show signs of age, so it’s not surprising that Japanese girls are starting to turn their attention elsewhere…well, for now at least. Fashion bloggers are living proof of the appeal of “real clothes” styled by real people as well as a new, global generation of women with both style and Internet savvy. 

What do you think of blogger style? Would you give it try? Tell us more on the forums!

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EGOIST — Cross Back Dress — ¥7,245 

Also available in black, purple, and orange.

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EGOIST has been churning out a steady stream of new items for the past couple weeks but only recently debuted their spring catalog online, featuring Vivi model turned DJ Elli-Rose. Click the link for images and more.

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EGOIST Fake Leather London Boots - ¥15,800

New boots from EGOIST. If you like these but wear a size larger than 24.5cm, check out Jeffrey Campbell’s Lita style of boots, which likely inspired this version from EGOIST. Very similar in design—sans the zipper—and with a wider variety of color options, too.

Note by Brad: The Lita boots are available in real leather, as well.

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I don’t know why I held off on posting a link to this Egoist look book, but without further ado, here it is! These pictures totally leave me itching for a pair of leather shorts to pair with stockings and high boots.

Love it? Hate it? Let us know over at the forum!

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Mitsu over at Universal Doll already gave an excellent overview here of Egoist’s new fall releases, but I figured I might as well give my take on it for those who haven’t seen it yet. The sideshow above contains pictures from the 109 shopping site, with the clothes being modeled by—I’m assuming—one of Egoist’s shop staff.

Like most brands, Egoist managed to pick up on many of the main seasonal trends including nordic and plaid but with an all-black twist. (Black OTK’s are a big part of their look, so ladies, if you’re loving this, take note!) In terms of makeup, Egoist is pushing for glam smoky eyes, which, while pretty basic, are a nice compliment to this dark, edgy collection.

Just like the fall Lip Service lineup, this collection is something of a mixed bag for me. While I have some definite favorites—like the black wedge boots, plaid one piece, macrame vest, leopard bag and fur tail accessory—the rest doesn’t really excite me. Somehow it seems like I’ve already seen many of these same pieces before, either from Egoist or someone else. The lack of visible bottoms in a few of the shots is also rather puzzling, especially for a fall collection. Come on, Egoist…pantslessness was so Lady Gaga.

Agree or disagree? Let us know in the comments!

Sparkling Sale Selection

EGOIST Fringe Boots - ¥14,000

Other colors available.