Gimlet and Emoda new to 109 for Spring/Summer 2010
Posted March 8th, 2010 by MitsuSo let’s move onto the two ACTUAL stores, not just those getting a try-out. Both are fronted by stars and both are getting a bump from magazines: Gimlet and Emoda 
Emoda
Emoda details:
katakana: エモダ
produced by: ex Vivi model Ena Matsumoto
website: http://www.emoda-japan.com/
webstore: http://store.emoda-japan.com/pc/
number of stores: 3 (Shibuya 109 7F, Shinjuku Lumine Est B1, Shinsaibashi OPA 3F (Oosaka))
shop concept: Modern with tradition influences to create a look for a stylish girl who enjoys herself. Fashion influenced by music, art and culture to create a new fashion.
season’s concept: Based on the idea of a Prima Ballerina. A young lady who has a rigid dayjob and then enjoys herself by going out at night.
model: Matsumoto Ena
First let’s take a look at catalog shots
They also debuted at the Tokyo Girl’s Collection on the 1st stage with other slight gal brands as Cecil McBee, Liz Lisa and Bless Tokyo
see all 6 looks here
Judging by the Shinsaibashi OPA opening, people are enjoying it 
The insane line to get in and meet Matsumoto Ena
Flowers lining the outside, looks like Hoshiaya sends her well wishes.
The store itself
Gah Ena-chan is so pretty! 
Gimlet
Gimlet details:
katakana: ギムレット
produced: ex-Egg model Hiromi Endo (遠藤ひろみ).
website: http://gimlet.ne.jp/top.html
blog: http://ameblo.jp/gimlet-p/
webstore: nutty
number of stores: 4 (Shibuya 109 2nd floor, Nagoya Marui 3rd floor, Niigata ALTA and Yokohama 109 1st floor)
shop concept: “Tough & Cool” A poison lurks beneath simple styles, linking together a cohesive wardrobe.
season’s concept: “Loose” A luscious, strong woman is created with a layered style.
model: Jelly’s Maya Mori
Gimlet has been a brand stocked by small retailers and is now trying to make a name for itself on its own. There’s a lot of money going into presenting Gimlet. Club Atom Radiant Night had a fashion show with Gimlet, also Club Camelot did a Gimlet night with giveaways.
Niigata Alta’s Gimlet getting the red carpet treatment
The very recent 109 opening
Another picture of it (hopefully before it opened). Love the heels!
Press Time
Both Gimlet and Emoda are getting tons of press and clothing put into the recent magazines. Blenda, SCawaii, Glamorous, Vivi, Nuts, and Jelly have all put in clothes from both brands.
Nuts models are giving it their “osusume” or recommendation 
Gimlet’s showing up in Jelly
Nuts is pimping out Emoda some more with Hiromi (love her new hair 
)
Just to give you an idea of how much they’re getting pumped I highlighted each of the two brands getting shown.
Now these are not just stage brands, these are brands fronted by two popular ex-models hoping to compete immediately with Duras, Egoist and Cecil McBee. It’s interesting that these brands are definitely aimed more at the 22+ crowd, meaning yet another tip in the 109 building towards a shift of young women buying these items. 
How do you feel about both of the brands? Would you buy anything from either?
I really love that sheer stripe top from the Emoda catalog and the long colorful print dress from their TGC. Both I would definitely buy. Emoda wins it for me, because even though they’re not going as girly or as beige as Egoist, Duras and Cecil McBee are, they’re doing prints. Prints are so insanely popular this year, the more the better for any brand to have in them. Gimlet is just falling a little flat on that. 
I am happy both new stores are doing shoes, yay for more shoe options 
Okay ladies, as always who won it? Is this a future of gal that you enjoy seeing? :sparkle2:
Tags: emoda, gimlet, spring 2010, trends
Gah I love nearly all of Emoda’s collection.
Such great items and I’m glad that the catalogue looks good too.
As I mentioned before I’ve been excited for Gimlet, and I do like their items but not all of them.
Keep working hard Hiromi…and eat some pies haha XD
lol yeah… I wonder tho has Hiromi been too removed from modeling that her name isn’t enough to represent. I’m amazed she didn’t model her own catalog
I know what you mean. It’s only going to be the Gals who remember her from her days in EGG…which isn’t that long ago, but it is in model years haha XD
I was quite surprised too, but at least she’s doing promotions for it.
While yesterday was too difficult to choose a winner because nothing was special, today is the exact opposite! I think both brands have lots of items I would want in my wardrobe
Emoda looks really classy and sexy, and Gimlet looks fun and sexy. Emoda has a lot of great items, especially the magazine scans show off the usability. I really like that wide crop shirt from Gimlet though hehe
Thanks for compiling all these photos, I will be making a round through both of these shops for sure!
Oh, I forgot…I don’t know who wins, I guess Emoda right now.
I keep forgetting you’re going so soon. You better get some good loot, hopefully both stores aren’t cleared out of fabulous before you get there
Now that’s more like it! It’s hard for me to pick just one winner, but I agree, hats off to Emoda. I’m really digging the combination of strong monotone pieces paired with soft spring pastels.
In terms of age appropriateness, I think both brands have definitely hit the mark with older gals or at least older gals who want to dress more their age. I’m 22—certainly young by most fashion standards but more grown-up by gal standards—and both these brands work for me and my style. It’s nice to know that even as I get older, I don’t have completely leave gal fashion behind!
hehehe I think all these brands are growing with the acceptance of gal aging. Or maybe just gals being able to dress like this normally since they’re having others support them or such. It’s great though to see so much age range appropriate clothes for gal
While I love love Maya Mori, I have to say Emoda wins it for me
I’m kind of in love with the whole catalogue! Gimlet is nice too, but I don’t know, Emoda seems to have more fun with details!
I know it feels weird that Maya Mori did not win, I love that woman. Although wow Ena is gorgeous
And yay for prints 
I say Emoda! I love love love the high-waisted skirt in the first picture. Gimlet is nice too, but it seems like nothing spectacular to me. But I think they will both do well. Also, Ena Matsumoto is super pretty
Girl shocks me how gorgeous she is
I feel like I have a girl crush 
I agree, her actual take on a ballerina skirt is really cute :note:
I actually love both brands, but Emoda wins for me. When I saw their clothes in Nuts and Vivi. I too love the prints.
It gives more depth to their look, and they have a myriad of prints going on – so much to choose from! They’ve shown looks that can take you throughout the day, too, outfits that you can wear to work, then lunch, then a night out without changing, you know? 
But – I do think Emoda has some competition from Gimlet in the shoe department. I would like to have every pair of Gimlet shoes shown here,
while I think Emoda’s are rather boring.
(On a side note, I feel as if Hiromi Endo’s looking a little too skinny…
)
Ahh Maya, I’m sorry.. but I have to say… the clothes i see you modeling, i’ve already seen before. Emoda wins! I love the shirt Ena’s wearing lying down on the leopard couch… HECK i even love that couch! Haha.
ena is my favorite model right now. soooo pretty~~
I agree, she’s just gorgeous! Her features are so soft yet strong
wow, I didn’t pay attention to Emoda till now!
And WOW, COMPLETELY WINS!!
I was watching Gimlet at Hiromi Endo’s website, but now I’m into Emoda!
well, i prefer emoda which is more fun and easy to wear this year because of prints ! i know gimlet for 1 year and never paid attention that much >< too simple maybe :/
i'd love to get some emoda stuff
love your work mitsu :peer: whatever you write its ALWAYS interesting to read :sparkle:
Emoda details:
katakana: ギムレット
I went all “Hmm? エモダ is “Gimlet in katakana? That’s interesting…”
But then I scrolled down… (´u`; )
I personally prefer simpler design, so I’ll pick Gimlet!
thanks for the editing heads up, i just copied and pasted and forgot to change that detail
I was following Ena`s blog from before the store opening and I must say I love her style, and EMODA is simple and pretty, very up to date too, which means I love it and it wins with every other brand for me now. I am biased though, as I really like Ena`s private style xD
Hi Mitsu!
Sincerely I was excited with Gimlet, but I think Emoda looks better! The adult and femail style has conquered my heart!
I will follow these two brands! I like the brands destined to more adult girls! Sorry for my bad english, i’ll try to improve!
kisses
Whuuu…. Ena is prettttyyyyy!!
It is emoda for me.
But I like the lace up heels for gimlet!
I love the sheer stripe tee and the pencil skirt which she paired with the lace top.
However, the dress that shes wearing (in the shoot where she lie at the leopard print sofa) looks very similar to a Topshop piece. Which I happen to own. Pic here:
http://serenene.blogspot.com/2010/02/happy-lunar-new-year.html
Do you think so?
Emoda wins
Gimlet looks so…random?normal? IDK lol
EMODA! Love their SGC looks! ♥
*wäähh** i wanna go now shopping in japan :((((
i miss the shopping in japan X_X”"
and this year so much new brands and i love the mix of clothes.. from cute over crazy to rock i am so in love this year in japan.. i hope XD
Emoda looks great, a win for me!
The zebra print dress is pure love! The white circus jacket with black applications, too! Also the other items are worth too lookt at.
With Gimlet, these short shirts ending right before the belly…they’re awful, I didn’t like them in the 80s and I don’t like them today. XD The only things I really like from it are the black jacket and the last pair of jeans.
And is it just me or does look the clothes shown in the store better than on those coordinates in the pics?
Well, Emoda is the winner. But I won’t turn my eyes off of Gimlet, they have some nice stuff as well, just the whole collection isn’t on the same standard.
XD I like gimlet but I really like Emoda,classy and stylish and its nice to seem brands that fit my age better:)
Love the monotones and pastels in Emoda, Gimlet kinda seems alittle simple in comparison probably the lack of prints(I wish I’d studied printed textiles instead of mixed media at uni:()
Gimlets pieces seem more like basic items not Must have trend pieces to me.Does that make sense,I so can’t type this evening:OSaying that I do like their last pair of leggings:)
I think Emoda wins it for me thou
I love Emoda. The whole package lookings amazing. The shoots, the clothes, just the overall look. But, against Gimlet. There just isn’t a competition at all. Gimlet just doesn’t do it for me. I don’t like it. It somehow lacks any sort of edgy design. It doesn’t seem special or bold. It just kinda looks like cheap re-makes of an already done style. They have nothing to define the brand imo. I don’t know.
Lovely post though <3