Golds Infinity and Albina – Agejo for Spring/Summer
Posted January 24th, 2012 by MitsuA change is taking place at Golds Infinity and with Spring coming it’s a wonderful opportunity to talk about it and discuss what’s trending for agejo loving ladies.
Golds Infinity has been around for several years (since 2005) and yet their design style has changed for this season and it’s enlightening about the state of agejo. Golds Infinity also has a sister brand called Albina which needs discussing. So let’s get right to looking at cute Spring clothes!
Golds Infinity details:
katakana: ゴールズ インフィニティ
number of stores: 6
website: http://www.goldsinfinity.com/shoplist.html
blog: http://ameblo.jp/goldsinfinity-official/
since: 2005
their concept this season: None listed, but for last season it was “Elegance Casual mixed with a Traditional look”
what it really is this season: A more adult agejo. Becoming a more grown up brand with slight sexy touches.
Golds Infinity catalog shots
Golds Infinity doesn’t do a true catalog, but they do have a simple photoshoot to show their new looks.
Trends to note: beige, big florals, pink bottoms, off shoulder, suit dressing
Golds Infinity shop staff in Spring looks
As always I love to see shop staff (aka real girls with regular cameras) showing how the outfits look.
Two girls from Shibuya 109 rocking the vest/pants with off shoulder top. I love their color choices in regards to hair color/skin tone.
The traditional jacket has been making an appearance around. I love the necklace with that dress.
A little blouse/dress combo shown by the ladies. I love the back details. So much off shoulder/ peasant type shoulder looks.
On a side note: Camera ‘shop apps need to stop 
Another flowy chiffon with a large print floral bottom look.
This style looks so much like Rienda and Duras than old Golds Infinity I’m shocked. Compared to two years ago it’s such a 180! 
Albina for Spring
Pure Agejo ladies don’t fret. Golds Infinity still has Albina for you.
With Ageha model Himena Osaki as the image model, Albina launched last summer to keep the old Golds Infinity style alive.
Below are some of her personal picks from Albina for Spring.
Webstore shots from Spring Albina
With the exception of dots or vertical stripes there’s not a trend in here. It could have all come out of Golds Infinity Spring 2010 looks. But that’s the draw. To have a line the preserves agejo while Golds Infinity goes adult agejo.
Looking through the staff blogs I didn’t see one girl in Albina. But I do hope it stays around. Also, I think Himena is such a cutie! Sold in Golds Infinity stores it’s available at the same 6 locations.
Opinions? Loving the new Golds Infinity, wanting more Albina? Rant, rave, hate, love as usual below 
I really like the style of the new gold infinity shots
want moarrrr haha Love your posts, they are filled with a lot of nice photos!
– tht-christina.blogspot.com
Thank you!! I know you keep reading
This looks so incredibly cute for spring! <3 I want one of those high waisted pants! <3
I think those should sell well! I really like how they interpreted the pink pant trend.
Thank you for this very interesting post! I felt very surprised as well when I checked the Golds website lately and saw their new releases for this season. I must say, I love Golds’ adult agejo style as well as I love the playful Albina one- both are charming in their own way. I’m absolutely loving the shop staff pictures you posted as well, the last coordinate would be something I’d wear immediately- yay for florals and flowing fabrics!
Don’t shop staff photos really sell clothes so much more? I don’t know why but I always really fall for an outfit more on a person than a photo shoot
You’re right, it’s much better to see the clothes on a “real” gal than on a model, it just looks more natural that way
I loved old Golds Infinity, so I don’t care for the “new” Golds Infinity, but I definitely do like Albina better now. Except I really don’t like the model they used for Albina…
I probably would like the “new” Golds Infinity if there was more black pieces and not so much floral…
You’re not a Himena fan? I think she’s so polarizing to people. I’m not really unsure why. If it’s the extreme way she goes about agejo or her facial features.
If you didn’t say this was Gold’s Infinity there is no way in a million years I would’ve guessed that’s what it was. It’s such a U-turn! I’m not really into more subtle colours (or florals or chiffon lol), I know it’s an adult line, but I hope it doesn’t become a blur with the likes of Duras or Alba Rosa (that was a huge image shift too lol). So, I’m glad that Albina is there to keep up the blatant Agejo look
Alba Rosa is a whole different kettle of fish. They were a surf friendly line targeted towards beach goers, when the maker found out mamba were attached to it, they went livid. Instantly shutting down the brand and promising to never make anything that would attract them. Dark days back then.
I agree that Duras and Golds are looking very familiar. A little too much… possibly
I was totally shocked at how different Golds Infinity is now compared to their to their old recognisable style, it reuires alittle getting used to. I can understand the need to move to adult gal style but I’m questioning their decision to abandon their signature style and simply toss it to a sister line.
The clothes are generally cute but still, I need a moment to get used to their new direction.
I agree. I think there should have been a more subtle change. Still leave some of the -now- Albina style dressing but with more mature of subtle colors.
I love the new stuff Golds promotes, the lacy dress is really lovely and romantic. But it’s not really unique, I wonder what they make their profit from right now, the signature Albina-look or the earthy tones/mature style that so many brands are offering.
Thenagain I think you’re right saying it’s a ‘Adult agejo’ look because a lot of the Golds clientelle might feel drawn to the new look anyway.
I’m curious about the future of agejo honestly, and a little anxious.
I agree so much. I know Agejo just like other styles has to evolve, but to evolve to something so close to the pure adult style seems like shooting yourself in the foot.
Thank you so much for agreeing with that. I was worried on phrasing it adult agejo, because it’s not a concept yet. Although maybe it will be.
I wonder if rise of Gold’s Infinity agejo style at Yumetenbo (whose prices are obviously much better) had any influence in the change. Since Yumetenbo’s designs in that style seem to keep expanding.
Wowwww. Such a change to Golds. I mean, even as someone who never was a die-hard follower of their style, I can totally see this drastic change. PERSONALLY, I like it, because I like Agejo but a lot of the colors were a little loud for my CURRENT lifestyle, but I see the current style being something that an older gal (25) like myself in the working world can still appreciate.
I agree that I think a lot of people felt that Golds was too crazy of a lifestyle, but still enjoyed a bit of the style. I think you’re a great target audience for the new Gold’s
I was wondering why Gold’s was catching my eye the few times I come across it recently haha. I personally like the change. I wasn’t really into the(mostly) cheap looking agejo dresses they offered. I like the lighter colors and more romantic styling, and it still has some ott details that have that agejo feeling, this will help them get more customers/be more relevant. It’s too girly for me still, but the rose back cami is a great item and the last outfit could work on even me haha!
It’s nice they still have some of those esoteric agejo looks with Albino because there are still girls out there who want to buy that look. I wonder if Albino will flourish or die out.
I agree. I never bought anything from Golds. I felt like they were even more out there than MA*RS and their lace looked cheap.
Albina if kept small I think could ride out the un-agejo wave.
Actually I like Albina more by now, it still looks “agejo” to me while golds seems to have moved on the more adult side of gyaru. I kind think it looks now like it could perfectly fit into nuts or blenda *laughs*
I agree. Although gals are aging and Agejo had its true boom 2005-2008. Soon a lot more ladies will be at the Blenda age than the Popteen age. Although Popteen is looking pretty adult recently as well.
The new Golds Infinity almost looks like a sister to Liz Lisa, haha!
Very sweet & girlish. I feel like Albina is trying too hard to be MA*RS… At least from what I can see 
It definitely does! The gggal tumblr said the same thing. LOL Yet Liz Lisa has an older sister XD I guess both are off the mark.
Wow I can def see a HUGE change from their original concept! I like it! :33 Most of the time I’d just gaze from afar at their super glam and fab items, but I can see myself wearing some of their s/s stuff! thanks for the update haha!
It is so drastic! I admit that this change makes me more interested but I feel the designs are bad for big shoulders and top heavy girls
I totally prefer Albina! Even though Himena is not a model i like…
Albina still so agejo! phew!
thanks for keeping us update!
hehehe Albina is definitely still pure agejo. ♥ MA*RS isn’t changing either
I feel like Golds Infinity has felt so boring lately, or at least pretty similar to what other brands are churning out. I guess this is what happens when you start putting the trends at the forefront. So no surprises that I like Albina better.
Yeah. I’m all about a brand having to evolve and change with the times. All brands do it, some slower than others. But I agree, when you’re now making a product done by so many other stores I am at a loss of how that makes you marketable.
I like the flowiness of Golds Infinity, but I agree. It is a DEFINITE big turn haha. I really am bothered by the model’s expression in the catalogue shots though….
They’ve used the model for quite some time, I think even before the switch and I’ve not been a fan of her. I think maybe it is her drugged expression
I do want the first onepiece and the white chiffon top in the last pic from Golds Infinity
I like the first onepiece, but I worry about how that much fabric would look on someone a bit busty
I’m really into Albina <3
I love stripes and b/w so this is more my style
hmm…. not sure how i feel about the new Golds… some of it i really like and some of it gives me the shudders, and i also feel a little heart twinge that it’s so different from their old look… although i suppose that it’s okay if the new sister brand is keeping it alive…
Agejo is much too ridiculous for me to wear, but at the same time, i kinda like it and i would be sad to see it disappear.
Honestly, the new Golds Infinity line looks very, VERY oneegyaru and himekaji. There’s very little agejou left in it save for the colour and ruffles, TBVH. Not to say that I hate the fashion because I DO love it, but couldn’t they just have put the new line in a new name and retained all the lovably insane agejou-ness in the Golds Infinity brand?
I am really unsure why they did it, although several well known brands have gone through serious style changes. Liz Lisa used to be a bodycon brand. This is just the first time in recently history (3 years) it’s happened.