Laguna Moon has been a key brand in the Mark Styler group for a long time. This season Laguna Moon decided to go through a redesign, age change, price point change, blog change and location change. Location change meant leaving Shibuya 109 along with other youth oriented malls.

Laguna Moon change and reasoning:

A lot has to do with the 36 year old producer Nao Nakaba and her changing tastes. I think it also has to do with the older focus a lot of brands are doing. Also, Laguna Moon pretty much put out the same styles every year just in different colors. They were good basic styles but it was getting a little stale. The brand change is now more simple items at a higher price point. Price point raise means: Coats going for 24,000 yen ($230 USD), skirts at 9,000 yen ($90 USD) and dresses at 12,000 yen ($118 USD). Quite expensive. But I guess they’re trying to move from Jelly girls to Sweet and JJ women?

 Shibuya 109 Laguna Moon

This shop staff from Laguna Moon is in their old style but when I looked at Laguna Moon’s on-line store I was able to put together a similar outfit just without the denim shorts. I think their new look is less casual shorts. But I wonder beyond the price point how much has changed with Laguna Moon.


shibuya 109 laguna moon shop staff

This shop staff is looking very cute and otona-casual in her classic outfit from last Winter. The theme of Laguna Moon’s winter season was “Vintage High” so there’s a lot of vintagey style feel to their clothes.


She noticed my Liz Lisa bag and told me she was ex-Liz Lisa staff. She still looks it doesn’t she? I was there to buy Laguna Moon Body soap. I still really like it.


Her collar details are very trending this season. 3-d jewels are really going strong this year.

shibuya 109 shop staff hairmake

Perfect Otona Kawaii hair and make-up. She’s got eyelash extensions from the looks of it. I really love the look of long curled hair no bangs and a headband. For me it’s forever classic.


Her cute smile and shiny undereye make-up.

I actually snapped a Liz Lisa shop staff snap that could double as her sister. I had to double check if it was the same girl. hehee More snap posts to bring in the New Year coming this week.

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Two shop staff snaps today from two adult brands: Laguna Moon and Mercury Duo. Both owned by Runway Channel. Laguna Moon often goes for the classic cool girly look, while Mercury Duo is often full out girly.

Laguna Moon has a set style that revolves around flowy mini dresses, denim, knits, and button ups. Think girlier Madewell. Their creative director Nao Nakaba (直 中場) is a big long-time style idol of mine.
Mercury Duo is known its girly style and it’s extremely popular and in most malls across Japan. It’s also known for offering a selection of dresses for wedding guests year around. Both aim for the woman around 24-34 and have been very successful.

Mercury Duo – Shinjuku Lumine EST in Tokyo





Such a soft casual summer style. She kept hiding her nails but her orange nails matched wonderfully with her flowy top. I like her relaxed yet girly look and her soft flowing hair that looks effortless.

Laguna Moon – Machida 109

I was there to hunt down more of my favorite body soap





I actually took a picture of another Laguna Moon shop staff in the same romper! Check out how differently she styled it.


Watches are so popular with shop staff again! Laguna Moon did their series of watches a few seasons back so now a lot of Laguna Moon shop staff wear their brand.

I love how the mint suits her complexion so well. I was also a little taken aback by her more heavy gyaru make-up. I really like how her lashes suit her. Laguna Moon shop staff often aren’t as heavy with their make-up, but she went her own way.
Need more Mercury Duo? Well I haven’t actually talked about them much only side mentions, so I’ll try to fix that when their Fall style comes out. :lovecat:
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Laguna Moon always pulls off the balance of feminine adult and cool so well. Everything is polished and pretty, but casual enough to not make you feel like you’re showing up underdressed to their store. Their signature scent (previous post) is always present and the whole store (best photos here) makes you feel like you’re in some sort of sorority of effortlessly primped ladies. Maybe that’s why they’ve been in so many shop staff posts before.

The shop staff below from Laguna Moon’s casual small Shinjuku Lumine Est store reflects that casual yet put together style that all Laguna shop staff have. Love it. I really am sad for not getting her cardigan. Their cardigans are always the best (coming from a cardi-addict).

laguna moon shop staff lumine est
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I’m wondering if I can post only about Osaka this week. I’m going to try!

In Osaka with Lucie we couldn’t help but make our way over to Osaka OPA for some quick something before we did touristy things. The problem however is we spent too much time shopping and left us little time for touristy things. HAHAHA never fails! Shops suck you in!

Laguna Moon – Osaka OPA

All the fabulous casual style I expect from Laguna Moon with a great winter flare. I love their natural hair choices as well.

The girl on the left’s wonderful nails and fabulous initial ring by Laguna Moon, done to represent her name and her boyfriend’s name.

w♥c – Osaka OPA

Simple cardigan and jeans style from w♥c. I thought her hat was quite cute.

Esperanza – Osaka OPA

I was desperate to get insoles for walking all day at Universal Studios so I stopped by Esperanza, a shoe store. Classic Lip Service-like winter style with the fur stole.

Often insoles are given as a service with purchase, but I just wanted the insoles. She was kind enough to give them to me for free. My feet really thank her  :mrgreen: