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Aymmy in the Batty Girls is a clothing brand that is the project of Zipper magazine model Ayumi Seto (瀬戸あゆみ). Ayumi has long been considered a figure-head in Aomoji-kei dressing, and the Aymmy brand reflects that style.

 


 

What’s Aomoji-kei?

Aomoji-kei (青文字系 あおもじけい) is a reactive style to Akamoji-kei (赤文字系). Akamoji is the soft, date and appealing to the opposite sex style often seen in Vivi and JJ.

The essense of Aomoji-kei is cute and girly, but dressing just for yourself. You don’t need others to think it’s cute or appealing.

Aomoji-kei was named by Yusuke Nakagawa who runs Asobi System. Asobi System is a large Harajuku-based promotions and talent company known for producing Capsule and Kyary Pyamu Pyamu as well as popular models like Ayumi Seto.

Aomoji has two broad areas of style according to Asobi System. 1. the natural-kei of “mer” magazine or 2. the Harajuku-centric Aymmy style. However most people associate Aomoji-kei with the Aymmy look. Often Aomoji-kei is considered the umbrella term of Harajuku fashion that doesn’t have a defined term like lolita, fairy and cult-party.

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Kyary Pyamu Pyamu before she evolved into a popstar was considered during her street snap era to be the Aomoji-kei figurehead.

Age range: Aomoji-kei is a youth style targeting ages 15-25.

Magazines Kera, Zipper, Mer, Sweet and Cutie all to a certain extent promote this look.

Brands aren’t as important for this style since it focuses on a mix-and-match but Aymmy, Galaxxxy, Candy Stripper, Jouetie, Merry Jenny, and Listen Flavor can also be considered Aomoji. Popular model Eva Pinkland can also be considered Aomoji. All of these brands use bright colors, comfortable shoes (sneakers, flats, platforms, oxfords), mix and match, punk and skater style, fun prints, and layering.


 

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Aymmy details:

 

Brand concept:

The brand concept is actually around a parody of Ayumi Seto herself known as “Aymmy”. She’s a 17-year-old girl. She was born in California, USA. This brand is about her life. Which includes her fashion, interests, friends, and living environment. She does not stick to skating, rock, punk, or military. She has her own sense of style. Her style is basic on American culture and mix pop edge. She shows her own street style. Nobody can imitate her batty style. Her look is a style, she’s not focused on fashion.

You can read all about Aymmy’s interests in English on their website: http://www.aymmy.com/eng/

 

Brand style:

Aymmy centers on a very pop-retro look, with bright colors, comfortable fun shoes, and a mix-and-match fashion sense.

The first thing many will notice is the Aymmy logo is based off of Wendy’s. Wendy’s has had an odd future in Japan. It’s never been very popular it closed its 71 stores in Japan in 2008 (Versus 3,400 McDonalds in Japan). It has since reopened in 2011. (source)

Aymmy online:

http://www.aymmy.com/ | instagram: http://instagram.com/aymmy93 | facebook: https://www.facebook.com/Aymmy | twitter: https://twitter.com/aymmy1993

Aymmy stores:

http://store.aymmy.com/ web only for now, Pop-Up below

 


 

Aymmy Fall Winter 2014 Exhibiton Style

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Even though Aymmy is an Aomoji brand it shares a lot of gyaru brand clothing trends: PLAID, longer skirts, sweater set-ups, sailor-style jackets, and long light jackets.

It’s an exceptionally girly and uniform collection for Aomoji style. I’m excited to see what the Aomoji lovers do to mix up the look.


 

Aymmy in Harajuku La Foret

Aymmy has no stores yet, but did have a pop-up store in Harajuku La Foret that I got to see. And by pop-up they mean pop-up, this shop was a tiny shoebox! However it seems to have been doing a brisk business.

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What a cute shoe box! I love the turquoise and red theme. It goes well with Aomoji style.

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I spotted these girls later in La Foret. I don’t like taking pictures without asking but I was in a hurry and felt these girls needed to be represented with their cute Aymmy style. Perfect everyday Aomoji style.

 

Hopefully they and other fans can help Aymmy make an actual store soon!

Next I’ll be talking about Larme magazine and Larme-kei. As a teaser did you know Larme has its roots in Ageha?

 

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Ingni is a giant Japanese women’s clothing brand I haven’t talked about much except for a previous shop staff snap. Ingni is such a wildly popular clothing brand it has stores in even the smallest of Japanese towns. In big cities you can see an Ingni from another one almost. They have a giant store on the first floor of Shibuya 109 and one barely a block away on Shibuya Center-gai. I’m sure when I head back to Japan they’ll have put another 15 Ingnis in.

So after ignoring the brand here’s a little history and talk about them plus a cute shop staff snap I took from Ikebukuro Sunshine City.

Ingni info:

katakana: イング

pronounced: “in-gu”… I have no idea how gni became gu but there it is

naming reason: The name is derived from the english ending “-ing” to mean always in flux.

stores: 100+ all in Japan, over 40 in Tokyo area. Chances are if you’re in a mall, you’ll find an Ingni.

history: Ingni first started in 1982 as a wholesale company selling Kobe fashion, which was a big boom in the 80s-90s. In 1998 they started their own self-named brand Ingni which was more of a CanCam brand at the time. Now Ingni sells to all types and is featured in Popteen, Vivi, Cutie and more.

parent company: It is now owned by Mitsumaru which is the clothing arm of Tokyu, who owns Shibuya 109 along with brands Heaven and Earth.

sister brands: Ingni First, Allamanda

style: the style is trend sweet casual. It’s considered a sweet discount brand for younger women.

discount brand or trend maker?: Ingni has stayed very popular for their price point as much as their style. Usually Ingni is 1,000 yen cheaper than similar brands yet they do often have original designs and produce collections like the trend brands.

official social media

website: http://www.ingni.com/ingni/
blog: http://ameblo.jp/ingni-tokyo/
twitter: https://twitter.com/INGNI_OFFICIAL

Ingni in Ikebukuro Sunshine City

Ikebukuro Sunshine City is a meandering above and underground mall that is near the famed yaoi manga haven, Otome Road. Ingni has a large shop closer to the Tokyu Hands underground entrance from Sunshine Road and was staffed by a lovely shop staff with classic Ingni style.

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Classic cute date style. She’s actually wearing the same jacket of the Okayama shop staff I took previously even though it was 6 months in between snaps.

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She’s holding up the tunic I bought. It’s really comfortable and hasn’t lost or rusted any of the gold studs on it. Very nice quality. Aren’t her denim wedges so cute? I don’t think I’d consider them for myself but she wears them so cutely that I wonder now.
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Soft casual make-up. Circle lens are popular for everyone now that you can get them without a prescription.

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I really liked her soft casual ponytail and daisy earrings. She’s wearing a lot of accessories but they work really well to dress up a simple outfit.

I also like how she’s doing the simple touches to make an outfit more eyecatching. The casual way the jacket sleeves are rolled up, the daisies on her shoes, the socks that match her onepiece. All these style points that help make a look.

Once their Fall collection comes out I’ll talk more about the mega popular brand that’s always goING!

Need more Ingni? Check out the other shop staff I posted

Need more Japanese Shop Staff Snaps? Over 100 all across Japan Shop Staff Snaps to view here

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Neogal has created a lot of press lately and the word seems to have grown from just a double page spread in Vivi magazine to a full fledged style tribe. English language anything-Asian site Kotaku even decided to report about the Neogal trend (based on a Japanese tv program MezamashiTV).

I’m going to link and talk about all the press that Neogal has gotten and break down what the style is considered by many different sources and then talk about what’s up with gyaru.

 

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NeoGal lover interviewed on MezamashiTV

Fig and Viper Producer Neogal Talk #1

Fig & Viper producer Alisa Ueno has even taken to English to describe Neogal, but her thoughts seem to very much be changing.

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Alisa explaining NeoGal on MezamashiTV

Her first response via tumblr a month ago was this:

haha ive never said “I’m a neogal” and stuff tho. lol this word is from one of the article in ViVi magazine.
who cares about the differences or something w gal culture?
i was a gyaru when i was teenager
and i dont think neogal is gyaru. so you guys are right. its just using the same word “gal”, but just mezamashi TV broadcasted gal has shifted neogal. but its wrong.lol (shh..;p)

anyways, what i just can say is… whatever ! lol
but theres no culture in tokyo/jp right now so i just wanna set japan alight through fashion and culture. cuz we have olympic in 7 yrs?idk lol
other japanese as well.
so TV and magazine want some topic or news of tokyo young/youth culture thats why everyone focuses on neogal.

And since then she’s decided to tag most of her outfits as #neogal and spread the word. So… she’s now calling herself neogal.

Fig and Viper Producer Alisa Ueno’s NeoGal Talk and Interview #2

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She’s recently given an interview with Fashion Collection Tokyo that’s two parts that they’ve translated into English. You can read part one and part two here.

Her recent feelings on the Neogal in the interview are here

Neo-Gal was born instead of Gal? What do you think?
I don’t think so, actually the number of Gal is decreasing, but just it, Neo-Gal was born from Neo-Gal, Gal was born from Gal, so totally different.

Your friend, Ayano Sasaki, who is the director of EVRIS, is also called Neo-Gal. Have you ever talked about Neo-Gal with her?
No, because we don’t think we are Neo-Gal. I think she isn’t aware that she is a Neo-Gal. We know that we are called Neo-Gal, but we have totally different style, so we don’t know Neo-Gal is what. In common, I, Ayano, Natsumi Saito and GYDA(a fashion brand) is called Neo-Gal, if I you ask me, we may be inspired by fashion overseas.

…but she tags it? I just don’t know. I think she’s been contradictory.

Since a style tribe is not just one person or usually even one brand Style Arena steps in…

 

Style Arena names NeoGal a New Tribe

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Other than Alisa, the best street fashion site in Japan, Style Arena, has decided to report on NeoGal as a new tribe.

Style Arena always does a clear, concise job on reporting on new street fashion in Japan and I think their description of Neogal is quite good mainly because they have nothing to gain or lose by discussing it.

Talking to actual Neo Gyarus, it seems they were Ko-Gyarus (little Gyarus) in high school and they naturally progressed to this present style by wearing clothes and make-up they liked after graduating. Major sources of Neo Gyaru fashion information include fashion producer blogs and overseas collections. Neo Gyarus immediately want to buy items that they take a liking to so Internet shopping is popular. There are no particular themes in this fashion. It is possible to incorporate whatever clothing you prefer whether it is second-hand or luxury brand name clothing. Highlights are a popular hair style with many Neo Gyarus coloring only the tips of their hair with hair chalk.

So a key for Neogals is many of them had the foundation of gyaru. Alisa Ueno and Ayano Sasaki (Evris Producer) as well as Yuria Kushido (Gyda Producer) all were gyaru.

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Alisa Ueno from 2010

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Alisa Ueno from 2011

Both pretty damn gal. (taken from her ameblo)

So she like the girls and brands she mentioned she considered NeoGal all have had a foundation of gyaru.

 

Popteen and Gal History now Neogal

Popteen has recently put out a history of gyaru and they’ve decided to make 2013-2014 the year of both NeoGal and “Sweet Baby Color Girly Style” aka Larme-kei.

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So Popteen calls out NeoGal as a gyaru progression and maybe one of the trends in Gyaru.

Random fact: former lady models are often called OG models. OB/OldBoy is common in Japanese slang for OB former of a sports team or magazine, but OG is OldGal. Alisa’s 24 and she’s an OG.  :lolpastel:

 

 Final thoughts.

I side more with Style Arena’s point of view than anyone. It’s a new tribe full of former gyaru who want to mix style up yet with modern twists. I do not think Neogal is Gyaru’s new form as Popteen suggests, but I think it’s a bit superficial to ignore its connection with gal. Especially since it most if not all lovers of Neogal were into gyaru.

I don’t think NeoGal is killing gyaru. It’s a popular style but a loose one, if you count Evris, Gyda and Fig and Viper as the stores it’s barely 10 stores across Japan. If Fig and Viper are the chief operators of Neogal it only has 6 stores and they’re in Tokyo, Osaka and Kanazawa. That’s not a takeover. Gyda itself had to die off once in Shibuya 109 and then come back. Evris only has 2 stores in Tokyo.

Neogal is frankly too new. Alisa’s concept of Fig & Viper has changed wildly throughout it’s short four year history. It started out as oneegyaru overseas brand (example), moved to a colorful “blogger” look (see the Fig and Viper shop staff from 2012) and now it’s a bright crazy one.

 

I stick by what I always feel has been killing gyaru.

:bow: Over mori, nails/hair/everything went too over the top and impossible to maintain. Tanning died. Even if you like it, the over mori people who kept up with it all started looking the same. Outrageous yet a bit boring.

:bow: The boom of 2007-2009 in gyaru created gyaru but many of them naturally calmed from that era and are moving towards something else. That can be Neogal, but it’s also mega popular Onee gyaru, Mode, or Street casual like Sly. Again all of the other choices than Neogal have many more stores and followers.

:bow: The growth of oraora, it’s a way to rebel without as much flashiness. No to mention Ora Ora and psy-trance (saike) go hand in hand which allows people to congregate at raves and music events without the problems of Shibuya.

:bow: The K-Pop boom is crazy in Japan as well as AKB48. The new highschoolers who could pick an aging Ayu or older Koda Kumi instead are going with the youth and fun of K-Pop and AKB48. Both which don’t promote gyaru.

:bow: Brands were too quick to change their individual style to promote the new hot trend. Soon mode clothing was at every store not just Emoda and Murua and brands started looking the same, Lip Service and Egoist now look like Murua. It ruins brand loyalty and individuality. The sweet dolly boom has created a lot of watered down Liz Lisa, Ank Rouge types like Adree, Secret Honey, recently bankrupted Ricori and more.

:bow: Shibuya has been dying since 2008. Dying because of the asshole fake policemen harassing gyaru since 2008. The popular Center-gai McDonalds closed early. Dancing was banned and clubs shrank. There became much less safe-space gathering places for lots of gyaru. Again and again older gyaru lament how Shibuya has died and keep saying “let’s go back” but without any real game plan or safe space.

…and a lot of other reasons. The growth of foreign fast fashion brands in Japan, the on-line discount brands like Yumetenbo and Galstar, the lack of new original models etc… It’s so multi-faceted.

 

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If my last two Punyus updates haven’t won you over I bet this shop staff snap will. Punyus is an all size brand in Shibuya 109 and they actually do mean all size. There were a lot of different body shapes working the three times I visited. Also checking out the #punyus tag on instagram a lot of sizes and styles seem to be rocking out in the brand.

Not only was this Punyus shop staff a wonderful shop staff in every way, friendly, helpful, knowledgable. But she was also styled to the gods and had fabulous gyaru make-up. And girl loves one color, you’ll never guess what it is…

 

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So adorable right? The hair, the make-up, the casual but stylish clothing, and her fabulous smile.

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Such a cute smile. She’s holding another iconic Punyus print.

Fun fact: A corndog is known as an “American Dog” in Japan. Corndogs aren’t popular in America so….yea. I think I saw more corndogs in Japanese convenience stores than I’ve ever seen in America.

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Check out her lavender life. I don’t think I’ve ever been that committed to a color. Heck I don’t think I’ve shown such strong feelings toward a significant other. She’s totally dating Lavender.

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Her make-up is so current but gyaru. Thick eyebrows, light eyelashes, bold but brown circle lens, but strong classic nose shading and perfect blush.

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I was freaking out over her blush. Seriously it was just the most perfect combination with everything else. I was like you have to tell me. It’s too perfect.

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She went behind the counter and pulled it out from her bag to show me. It turns out it’s MAC “Full of Joy”. To sell in Japan brands like MAC have to put these stickers on their products. Mostly to give the name in Japanese but also to tell the company. MAC cosmetics are super expensive in Japan (as are other big brands such as YSL, Chanel and such) so buy before or duty free before stepping on Japanese soil. A lot of Japanese vacation to Hawaii and Guam to load up on brand goods (bags & make-up) because they’re cheaper, Hawaii especially.

She also told me a great secret about Punyus Button UP tops the tops are specifically made with extra buttons for busty girls. Or just girls. No one likes when a nicely tailored button up pops out right at boob level. punyus-buttonup

Uniform extra buttons! As a busty girl myself it was such a “eureka” moment! Why don’t other brands do this? Many women big and small are busty and yet I don’t usually see this. And reminded me that there was truly someone who understood the needs of women behind the brand. Go PUNYUS!

Their bestsellers on their webstore  seem to be the original prints so that’s a good sign the PUNYUS aesthetic is here to stay. Judging by the #Punyus instagram tag it seems like a lot of different styles like the brand.

 Punyus iPhone app

Punyus has recently put out a free iPhone app, available at JP and US iPhone stores (search “PUNYUS”). Please update if your regional store has it too. It’s an update app that links to punyus instragram, Naomi Watanabe’s blog, punyus twitter, and the punyus twitter tag. You can also view the new collections, check their online store and sign up for their point program.

But the big deal with the PUNYUS app is the super cute stickers.

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The app’s opening screen

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One of the four pages of stickers available. You can resize and add as many as you want.

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Franklin got PUNYUS-ed :omg:

In a comment on their official instagram they stated they were planning an overseas webstore. Don’t get too excited however. Many companies always seem to be planning one yet ignore the overseas audience.

Need more Punyus? Check out the brand introduction along with inside the Shibuya 109 shop and shop staff snaps here

Need more Japanese Shop Staff Snaps? Over 100 all across Japan Shop Staff Snaps to view here

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