Dazzlin (ダズリン) is a brand I don’t often talk about. Since my brand introduction talk in 2011 Dazzlin has grown from 19 stores to 33 stores. They’re doing incredibly well in this seisomotekeiotonakawaiiretrogirly popular trend movement. Their price point is low but their styles seem to attract teens to adults. Their creative director Rumi Kon (近瑠美) is now 30, but still seems to embracing the girly youth style. Good on her. I think the ageism is slowly changing.

Okayama Ichibangai (岡山一番街) is the train station mall inside Okayama train station. Okayama is a big transit point on the shinkansen between Osaka and Hiroshima. It’s always filled with travelers. I’ve snapped staff inside Okayama Ichiban-gai previously and all around Okayama, but this girl may be my favorite.

 

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My weakness for chubby cheeks. She’s sooooo cute! Dimples!

She’s in the big sweater onepiece that was a huge hit last Winter. So big a hit they’ve brought it back in plaid for this season.

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Another cute pose. Her short hair is the best!

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Holding my blog card so well I don’t have to watermark it (bonus).

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Her gel nails have gotten old but still look lovely. I love red nails partnered with nuetral tones.

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Her make-up was simple but keeping in line with Dazzlin. Simple lashes, manicured thicker brows and a sweet blush.

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Her earrings as well as her ring partnered well with the white in her sweater dress. Vintage earrings are a big trend in Japanese fashion. So many vintage shops (brand and not) are growing the market inside Japan.

I love short haired girls. I mark them if you’d like short hair inspiration. Check the tags.

Upcoming for Dazzlin style: Even though the chill is just starting to pick up in Tokyo, Dazzlin just finished its Spring/Summer 2015 exhibition. Their season is all about bright colors, knee length and midi skirts, jazzy prints on feminine dresses and set-ups. See photos here, here and here.

Looking for more shop staff snaps? Stay tuned and view over 100 previous shop staff

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Two shop staff from Dazzlin and EHyphen Gallery last Spring I forgot to post with wonderfully girly outfits that fit the current Larme/Sweet month this blog is. I’m so behind on shop staff so in between Larme series and Japanese terms and finishing up the hair salon series I’ll be shop staff posting and trendcasting. The blog is picking up speed so please stayed tuned!

Dazzlin in Tachikawa Lumine

This cute Dazzlin shop staff just had to be snapped. I took her shots at Tachikawa Lumine along with the Secret Honey shop staff. It’s so rare I talk about Dazzlin (previous post in 2011) but with shop staff as charming as this I should talk about them more.

dazzlin

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 Classic Dazzlin, youthful girly and stylish. They’ve gone so retro lately and their cute silhouettes are adorable. I absolutely love her ash blonde hair combined with her dark circle lens contacts. The contrast makes her look so striking. What a cutey!


EHyphen Gallery at Hep 5 Osaka

I didn’t intend to go into EHyphen Gallery at the cute Hep 5 Osaka and get anything but with their Bon Bon line  just booming I couldn’t resist.

The craziness of Hello Kitty possibly yet maybe not being a human ringing in my brain, but Hello Kitty will always be queen. Hello Kitty has done a lot of clothing collaborations especially with gyaru brands and has her own store in Shibuya 109 with Club KT.

So while it’s over saturated any Hello Kitty is fine with me! (upcoming Hello Kitty pop-up cafe in Tokyo post too)

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Just like EHyphen to do such cute yet casual style. I regret not buying that dress because it looks really comfortable. I also like how she paired it with some mannish hiking boots to make the outfit look not to overly girly. EHyphen girls are always so casual cute.

Want to see more EHyphen Gallery? Check out other shop staff photos and the Bon Bon intro here

Want to see more Dazzlin? Check out a few posts about the brand here

Need more Japanese shop staffs? Approaching 120 shop staff photos

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It’s the perfect time to discuss bathing suit trends in gyaru. Specifically bikinis (ビキニ)because most Japanese swimwear companies do 99% bikinis and a tankini or so. Don’t expect one-pieces from these brands! However if you’re a onepiece lover you can still take these trends and transfer them over to that style.

The four big trends to talk about with Japanese Swimwear especially gyaru swimwear are: paisley/ethnic, ruffles, floral and adult monotone.

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Dazzlin’ has put out its Fall catalog and in its giant pages there’s some really cute adult retro girly clothing. This post is super image heavy (around 50 images :worries: ) and features catalog shots, model shots, shop staff coordinates, and dazzlin’ shop staff nail designs. Everything Fall about Dazzlin is hopefully in this post.

 

Dazzlin’ details:
katakana: ダズリン
style: retro girly adult
website: http://dazzlin.jp
number of stores: 19
years around: 6 (since 2005)
this season’s concept: Funny Girl
what it’s really this season: Retro girly with an either a boyish or classic girl silhouette.

Catalog Shots

Ohhh Dazzlin’ why must your website be so flash heavy and rob me of my youth as you take eons to load.  :icon_eek: 25 pages in this catalog. I’ll discuss the looks below in the model shots.

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