Jouetie SS12 and pictures inside stores
Posted January 12th, 2012 by MitsuJouetie has a lot of clothes in their Spring Summer 2012 collection that show all sorts of trends for the season. So I think it’s a great runway to show and discuss about upcoming trends.
However, discussing Jouetie is one of those grey area brands for me. Is it gal? Not exactly. Its creators: twins Ami and Aya, modeled in a gal crossover magazine, “Pop Sister” and now “Vivi”. However it’s on the 2nd floor of Shinjuku Lumine Est with casual brands such as Lowry’s Farm. Yet in Ikebukuro Parco next to gal brands. Whether it is or not, I’ve stopped worrying about. Instead I just like their original outlook on styling. 
Jouetie details
katakana: ジュエティ
style: grunge shibuhara
website: http://jouetie.com/
number of stores: 4 (3 in Tokyo)
years around: 1
store concept: “Bad Angel” UK Style with tulle and lace. Strong look with a softer outer. Rock and Romantic to fuse a new Tokyo Style.
Jouetie Exhibition
“Bad Angel” appearing again in the Beatles front. All over there are homages to the UK.
Jouetie Spring/Summer 2012 runway show
Tulle dresses with an empire waist are very popular with Jouetie. The cardigan which says "Fuck Off" on the back has gotten over 30k notes on tumblr so it's spilled over. Collars are staying from the Winter season. Also the platform sneakers are trending as well.
Mannish jackets are in most brands, but the word trim makes it more trending.
Stadium jackets keep appearing in many gal brands: Cocolulu, Dazzlin, Emoda and more to come. I doubt that plaid skirt will be successful however.
JSG and Jouetie are both doing short fully tulle skirts. Since such fluffy skirts make legs look thinner they get a plus from me.
Playsuits in powder colors are showing up in Dazzlin and Jouetie.
A fuller tulle skirt for the runway, expect shorter ones. Another stadium jacket from Jouetie.
Contrast collars on blouses are another Spring trend.
Jouetie stores
Jouetie has several stores in Tokyo. These photos are taken from the airy styled Shinjuku Lumine EST store on the second floor.
I still question why I didn’t buy anything from Jouetie. They seem to make wearable casual clothes that suit everyday style while still providing some originality. 
I love Jouetie and I question why you didnt buy any too! Haha
HAHAHAA why didn’t I have you to yell at me for this?
Hmm reminds me of Topshop but I love Topshop so that’s a good thing LOL
I never see much topshop (so underexposed in the US) but it makes me want to check out Topshop more
Me want the fuck off cardi! <3 and those sneakers with fluff on the back are awesome!!!
hehehe I have a feeling that fuck off cardi might be really popular. Although wearing it in an English speaking country seems ehhhhh I worry about kids and such :/
The majority of this brand’s pieces are things I would definitely wear!
Glad to share the brand
Those lace pocket denim shorts in the last runway shot are amaze :hearts: Also cannot express my love for the ‘Fuck Off’ cardi, haha! Obviously :yayforyay:
I didn’t even notice the shorts and you’re right, they’re badass!
Oh gosh I loved *-* loved their concept, lover the color´s palette and specially the fluidity of their colletcion*-*
Well, very commercial pieces, but still have it´s own personality <3
Exactly! I don’t like seeing a runway where you think “who is going to wear this” when it’s a streetwear brand.
Very cute and love the British theme
Japan Australia
It’s got a great style
I love the ‘living doll sweater’ its a good brand i think, I love also the playsuits! and wow puffy skirts are gonna trend this spring? I will be able to use mine
~ 
Isn’t “Living Doll” such a cool English choice! I want more clothes like that for Spring.
A lot of these pieces look straight out of the 1990′s Seattle grunge scene. Not quite something I’d choose for my own personal wear, though there are some really cool pieces. I really like the Union Jack sweater.
Exactly! They say British british british but in the end all I can see is 90s grunge. Not a bad thing, but definitely influenced
Jouetie has to be one of the weirdest brand name I’ve ever heard! How do you even pronounce it? LOL I like to try it out in french, it makes the most sense to me… Anyway.
I don’t like any of the looks from the runway show, but I like some of the pieces from the shop photos, individually though, not all together. And you’re right, they do offer pieces that could easily fit into any casual and daily styles. I love that leopard hoodie! I need to get me some leopard prints~
I always say JO-EH-TEEE but I think it’s pronounced in Japanese style JO-TEE Random, huh?
Great post!!
I really enjoy Jouetie, it’s very mature without losing the humor.
Exactly! I enjoy clothing that doesn’t take itself seriously
The last twopictures from the post made me fall in love with Jóuetie style!I love the “living dolls” knit too!
Thanks for such a nice post!
That was their Fall style. I hope they do more fun English type slogans on their clothing for Spring!
When I first saw the name, I thought it’d be a girly, flowery brand like Liz Lisa or a retro-girly store like Titty&Co. but I was so wrong! I love the concept! Rock and romantic; that’s so my style ; 0 ; I’d buy almost everything they have haha!
hahaha yes a bit wrong! It’s definitely not super flowery
It’s such a nice change from that 
they do have some nice items… but i’d just pick and chose some pieces to follow my own style, rather than the kind they are trying to create… some of those runway outfits are just SCARY!
I do think the make-up is a bit off putting.
I die. I’d live there if I could. I don’t think there’s a single item from Jouetie that I don’t like.
But I’m also weird
hehehe Jouetie really does some cute things XD