This week as I mentioned The Doll is all about Mode style.
Mode Inspired Make-up
Introducing Mode Gyaru
Mode style booms
Mode Hair how-tos
Lip Service 109 to Overseas
Trendwatching: Dots & Stripes
Mode make-up 2: The smoky gyaru eye
What is Mode? Let’s start with a definition, although I argue about mekas quite a bit. I think they did a good definition so I’m using their definition from here :http://www.mekas.jp/en/glossary/
mohdo (mode)モード – The Japanese term for “high fashion” — with the emphasis on challenging designer brands and not casual wear or traditional. From the French “mode.”
I’ll add to that and say Mode Gyaru focuses on sleek lines, interesting cuts, bold patterns, conforming to or changing the body shape to make dramatic silhouettes.
Recently my article on Mori Gyaru has created quite a debate in the gal_style live journal community and the morigirls live journal community. I finally read through both and really appreciate ALL the opinions Mori Gyaru stirred. I will have to say, I side with the dissenting view that it will not be a new style. Although not for any of the reasons listed in the debates.
It’s a really about SALES! There’s no Mori Gyaru brand, and until there is it’s just some made up words from a magazine editor’s dream. Like how Ethnic is the new Boho. Or how the long term Dolly-kei Sweet-kei trend is now just mainstream lace and florals.
HOWEVER!!!!! Mode has several of its own brands! Maybe once it was a made up dream in some editor’s head after looking at some runway show, but now it’s a style. It has not one, but several brands who are MODE to their core.
Brands love MODE
Brands who have attached onto Mode:
New brands are taking on a trend, 3 out of the 5 new brands for Spring 2010 are MODE based (Minirdees and Miia are the other two new gal brands). While the older scions of gal are helping popularize it more. Some of the most famous gal stores are loving Mode Gyaru, so it’s time we all paid attention. :!:
The two Cool Beauties of Mode
Emoda is produced by ex-Vivi modal Ena Matsumoto (松本恵奈), and Murua is fronted by Momoko Ogihara (荻原桃子) another ex-Vivi model. Both ladies are just some of the most strikingly beautiful women I’ve ever seen. They just emanate the Japanese quality of “Cool Beauty” or “高嶺の花” (takene no hana, an idiom meaning it’s something beyond one’s reach). They have made themselves the faces of Mode and they are faces I want to see more of.
Both women are 25 and 26 respectively, which is a bit older than the “supposed” normal gal yet both are making waves with their collections in gal magazines.
So why am I talking about these women along with their brands?
Well Ena Matsumoto’s blog which is mostly about Emoda ranks around 25 to 30 of the most popular Ameblos daily. This girl has readers, readers who want to know about her and Emoda.Momoko Ogihara whose blog set-up is a little clunky and hasn’t updated in a week is STILL in the top 100 of all blogs. I know Chinatsu chatter is all the trend in foreign gal blogs lately (including here), but Chinatsu’s ameblo doesn’t rank in the top 500 of blogs usually.
Pop gal Miia’s producer, Akina Minami, is not even in the top 500 Ameblos either. Miia clothing on fashionwalker recently went on sale. 5 pages of sales! That’s a lot of unsold clothes for this time of year To contrast, neither Murua nor Emoda have had to put much on sales (only 2 or 3 items respectively).
Being the Chanel freak I am, I had to point this out. They have the same Chanel bag! It’s a few years old so it’s an even odder coincidence. Maybe they both bought them as twinsie bags when still working for Vivi. :sparkle2:
Mode for Fall
A blog does not make a successful clothing company, but items selling out does. Over 50% of the items on the Murua and Emoda webstores are sold out.
I recently have stalked the Emoda webstore to buy a few items, however once items are released they often sell out the same day! This is Chinatsu-WC fan type devotion here :upheart:
The current state of Western, Florals and every other dominant Summer trend, WILL NOT LAST INTO FALL as they are. They COULD last, but change is necessary. Western could go very dark and celeb mix, florals could evolve into even stronger retro prints. However, MODE doesn’t need to! It’s black & white base with strong lines already makes it a go to for Fall and Winter.
Walk around Japan in the Winter and I promise you’ll see a ton of black. My closet last winter turned that way as well. Even with some of fashion houses calling for an all white blend for Winter 2010, MODE currently has the clothing in stores to do that.
Two pieces currently on sale at the Emoda webstore that could easily go into fall. Both with the right jacket would look quite sleek.
Mode is also a very adult trend. As the spending money of Japanese teens declines, these are the kind of women with the kind of brands gyaru should be looking to. They are providing a way for adults to keep gyaru yet BE adults. The new brands above are also great crossovers. They’re getting press in JJ, Vivi and other OL magazines while being edgy enough to make gal magazines publish their looks. Nuts, SCawaii, Blenda and Jelly are all listening to Mode Gyaru (examples next post).
Some may think this look is not gyaru, and I think you’d be wrong. I am sure similar thoughts happened when Egoist did Celeb style, or Duras putting out a golf line.
My logic if an clothing trend is gal or not:
It appears in gal magazines
Gal brands put out items involving the trend
Street snaps in gal magazines show women wearing the trend
All of these are true for Mode Gyaru. So let’s cheer on yet another style into the giant gyaru world :upheart: