Sweet and lovely new accessory arrivals, straight from the Shibuya 109 eShop! Various items can be purchased here. Which are your favorites?
Totally fun coordinate featuring JSG shop staff Kayoko Shimada. Gotta have her romper? Purchase it here.
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:
Catch up on all the latest from Shibuya 109, including new brand debuts and shop renewals. egg model and GARULA brand producer of Anna Fujita is prominently featured again in the second part, which you can also watch here.
New fall coordinates from onespo. The theme behind these looks roughly translates to, “masculine style, plus a feminine spice”…in other words, totally adorable!
Various pieces can be purchased here.
New fall coordinates from LIZ LISA. The seasonal concept is “Royal Lady~Neo Retro British~.” As always, the brand has managed to combine their signature style with trendy themes, in this case, retro-girly styling and rich autumn colors like brown and burgundy.
Various pieces can be purchased here.
New fall looks from moussy, SLY, rienda, and RODEO CROWNS. Various pieces can be purchased here. Which are your favorites?
The latest 109 Press update with swim and beachwear suggestions, shop staff survey, and delicious looking desserts from 109’s eateries. Personally, I think it’s always fun to see what recommendations and opinions shop staff have on hair, makeup, fashion, work, and more!
New coordinates from one*way. Various pieces can be purchased here.
New coordinates from one spo. Various pieces can be purchased here.
More new coordinates from one spo. This retro-girly meets marine look is pretty cute, don’t you think? Various pieces can be purchased here.
Bright ame-kaji coordinates from marpleQ. Various pieces can be purchased here.
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”:
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!
The latest 109 Press update with more spring clothing suggestions from brands including Ank Rouge and PEAK&PINE, shop news, and new store information!
Fans of Vivi and gyaru fashion rejoice! The third volume of Shibuya 109 and Vivi’s collaboration fashion mook will be released April 18th. You can pre-order it online here. Be sure to check out the accompanying online feature, which I’ve posted below, that showcases brands like Cecil McBee, one spo, LIZ LISA, and more!