Spiral Girl and Duras bring strong Spring looks

Two popular brands have released pictorial catalogs on their websites. Both have put together some good looks for the season and they’re both working within the trends. Now it’s up to you to decide who has the strongest looks :)

S P I R A L  G I R L

Spiral Girl, loved by gal idol Tsubasa, is a very popular brand offering a lot that’s not easy to classify as “agejo” or “haadi” or “classic gal”. It does more a pop look with mod touches, and can put together great pieces.

Spiral Girl details:
katakana: スパイラルガール
website: http://www.spiralgirl.jp/ http://www.spiralgirl.com/ (english)
number of stores: 13
years around: 6 in March 2010
this season’s concept: “Cool” “Sexy” “Spicy” We propose a saucy feminine style combining these three tastes.
what it’s really this season: Pop/mod blend with Alice in Wonderland themed looks. Emphasis on red + monotone.

Current thoughts on the campaign: A bit too costume-y at times, but I can definitely see the items separately worn. The one suspender, lip print on the knee tights look is my personal favorite.


Duras after having a few boring seasons had a bit of a breakout last Fall, and it’s become popular with older gals. Its price point tends to be a bit higher than many gal brands, too. Their collection looks to be another good one with definite basics and their ad campaign is HOT!

Duras details:
katakana: デュラス
website: http://www.duras.jp/
blog: http://duras.beblog.jp/blog/
number of stores: 17 stores, 2 outlets
this season’s concept: “NeoClassic” simple basic items that can all be combined together form different looks.
what it’s really this season: 50% celeb style 50% french romantic vintage ala Brigette Bardot.

Current thoughts on the campaign: AD campaign wins this, and I see some looks I could find myself in. Style 9 with the lace cardigan is adorable and the leather jacket combined with the frill shirt and denim shorts seems quite stylish and very seasonal.

Which brand won it today and what are your favorite looks?


  1. February 9, 2010 / 2:02 pm

    I’m supposed to be outside shoveling the snow, but I can’t resist this awesome brand eye candy haha. Hmm, this is a tough call! There are some really cute pieces in both collections (but also some boring/unuseful) Spiral Girl is like the style I want to wear, and Duras is closer to my real style.
    My favorite looks are the Spiral Girl pink rider jacket with grey shorts and patterned leggings.
    And the Duras polka dot top, suspender skirt and fedora. I’m copying some of these into my fashion inspiration folder!

    • February 9, 2010 / 7:59 pm

      Hmm, the more I look at it the more Duras wins haha! There are pieces I love in the Spiral Girl collection, but I would coordinate them differently ^^

      • Mitsu
        February 9, 2010 / 8:26 pm

        hahahaa oh you~ :love:

        I’m a bit torn as well. I would steal about 3 pieces in the Spiral Girl collection and put them in the Duras one to spice the basics up. :o

  2. February 9, 2010 / 2:04 pm

    If one of them had to win it’s DURAS, most definitely – loved 3/4 of it. Plus the ad campaign seems better imo.

    I liked the suspender/tights, and the red onepiece from Spiral Girl, but that was it -_-

  3. pauline
    February 9, 2010 / 2:19 pm

    Ahh! I am loving the Dura’s spring line vs. The Spiral Girl one. I really love Style 9, that entire outfit is really delicious! I also really like the grey & white striped dress with back v-neck with frill. That dress seems so fun and easily worn dressed up or down.

  4. Sahrahsahe
    February 9, 2010 / 3:11 pm

    Duras wins, hands down. Loving many of the pieces separately and put together on the models. I have never liked the denim shirt but the way its combined with the lace leggings, ect. on the model is giving me second thoughts about it.
    Looking forward to more spring posts! Loving what you’ve done so far.

  5. February 9, 2010 / 3:42 pm

    Duras wins it for me. Most of these coordinates are really chic and wearable, plus they use repeat items from the fall, like boyfriend blazers, leather jackets, and lace and stirrup tights. This makes my wardrobe happy! :D

  6. February 9, 2010 / 4:06 pm

    totally duras! :idea:

  7. Jane
    February 9, 2010 / 4:31 pm

    Spiral irl wins it for me. In Duras’ campaign, I only honestly like the first look and the second-to last look with the ruffled shirt dress. Everything else looks cute and wearable but a little bit boring, and I feel like I’ve seen most of the pieces before. It just does not interest me at all dX

    With Spiral Girl, on the other hand, I can pretty clearly identify the trends they’re trying to go for, but I feel that they’ve mixed them up and made some things I never would have seen myself wearing, like the romantic trend or tiny prints, really appeal to me. I would probably never wear half the outfits they put together (head-to-toe stripes are fine in a magazine, but not on me!), but if you deconstruct the looks and tone things down a bit, I feel like items such as their printed boyfriend blazer and pink riders jacket are less of a redo of those items than an update on them for the new season.

  8. February 9, 2010 / 4:44 pm

    I have to say Spiral Girls wins it for me, though I agree some of the pieces do look a bit costume-y! XD I like it more mainly because it plays with some colour, while DURAS is more monotone~ which I love & find myself dressing in wayyy too much, but I like it more for winter & not spring :( I do love that striped open-back onepiece from DURAS though!

  9. February 9, 2010 / 6:01 pm

    Spiral Girl does that nice, cute advertising campaign but it doesn’t reach me like Duras, where I feel like I want to be like those girls in the ad.
    Upon further inspection though, I must also state that Spiral Girl has more interesting pieces than Duras.
    I think that if we were to put only the clothes of the two brands in the same place, I’ll be buying equally from each: Duras for some basics and SG to spice things up! :-D

  10. ai
    February 9, 2010 / 8:42 pm

    Spiral Girl wins for me! I can “taste” the spring lol and it’s fun!

  11. February 9, 2010 / 8:51 pm

    I have to say Spiral Girl wins it with me. I’m very resistless against Alice in Wonderland-themes, and omg red <3

    • Mitsu
      February 9, 2010 / 9:51 pm

      lol yes finally after so many seasons, red is in :)

      • February 10, 2010 / 1:25 am

        Oh, hearing that red is in makes me unbelievably happy; it’s one of my favorite colors, and it’s one that I can wear pretty well. ^o^v

  12. February 9, 2010 / 10:35 pm

    Spiral for me~ Since I’m a derby girl, I don’t mind over the top..plus I love that suspender+shorts+lip tights too~ Too cute!! I wouldn’t mind wearing 90% of those outfits normally. haha. I’m just not much of the romantic style type most days…

    E> An

  13. February 10, 2010 / 8:27 am

    Duras wins hands down because I love a classic, more luxe look however I think Spiral Girl has a lot of accessories and pieces I would like to mix things up with.

    I do like the Spiral Girl photos better, the model seems to ooze more confidence!

  14. LANA
    February 10, 2010 / 8:58 am

    I’m soo digging the Duras looks~ style 12 and 13 is love! I love the houndstooth leggings and that cardi is soo sexy! I love that careless wavy curls look <3

    I like what spiral girl is doing, very bold, but maybe to bold for my taste :D But I like the multi floral dress its super cute ^^. They definitely have good statement pieces~

  15. February 10, 2010 / 11:17 am

    Duras FTW! I prefer this brand cause is more adult and glamurous <3

  16. February 10, 2010 / 3:30 pm

    love duras! <3

  17. February 10, 2010 / 10:49 pm

    definitely duras for me. i love brigitte bardot btw!! spiral girl is a little too garish.

  18. 甘えん坊
    February 10, 2010 / 11:01 pm

    I never expected anything less from Duras… their design building is like 5 blocks away from where I live. I’m always peering through the windows, hahahaha.

  19. Sachi
    February 11, 2010 / 2:58 am

    Love the looks, especially style 9!
    Don’t like that Spiral girl looks that much… it’s cute but I think nothing for me :)

  20. February 11, 2010 / 10:27 am

    duras looks like stuff i would actual wear, and spiral girl is the stuff i would want to wear, even though it’s not my style..

  21. silk
    February 12, 2010 / 4:01 pm

    So many hats to offer from Spiral Girls, and I am so into hats now (*≧ω≦*). Interesting to notice that the make-up they used on the girl is not too heavy :) .

    Pieces from DURAS one can wear almost anywhere (excluding white collars), I suppose. Oversize jeans shirt looks good… actually the way top dressed in looks 3,4 and 5 is quiet nice. Overall, can’t say I saw something very attractive or interesting. :^_^;;:

  22. MM
    March 30, 2010 / 8:32 pm

    do you know if there’s a place i can download Spiral Girl’s Spring Catalog in better quality? The website is really not that good to see the clothes’ detail, especially if you don’t speak japanese (like me D:)

    • Mitsu
      March 30, 2010 / 9:35 pm

      Their website is the best you’ll get. Fashion walker also may help you look at different clothes from different angles http://gw.tv/fw/

  23. April 4, 2010 / 11:15 pm

    For me, Spiral Girl wins hands down.

    Saying that, I really love Duras style 9 and 11..but they are overshadowed by the unrelenting awesomeness of the Spiral Girl combos.


  24. June 29, 2010 / 5:55 pm

    mos def Spiral Girl :upheart: I need that red romper :bow:

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