I’ve had tons of topics to post lately but I keep coming back to Ank Rouge. Some fall trends I want to talk about, summer tips, Disney Tokyo survival guide, more vintage, some skincare reviews, some make-up reviews. But I keep going to back to want to talk about Ank Rouge, since this blog started as a trend blog and it’s still my interest.

Ank Rouge basics:

katakana:アンクルージュ
since: 2010.
number of stores: 10
head: Rie Matsuoka
style: Sweet girly now Larme Street
insta: https://www.instagram.com/ankrouge_official/
webstore: http://ailand-store.jp/

Some Ank Rouge History and Okarie distancing

Ank Rouge started in 2010 by Popteen model Rie Matsuoka, aka Okarie (松岡里枝 croozblog, insta) . She has helping with the design and look of the brand under the title “Creative Director” and in the beginning Ank was Okarie and Okarie wore Ank. She may have been the Creative Director but she was also the image model aka the face of Ank Rouge.

Since 2015 there’s been quite a distancing of Okarie’s tastes and Ank Rouge and now Ank Rouge is a different animal. Okarie is now very Seiso/Otona Kawaii and prefers magazines such as Bijin Hakka and Sweet. Ank Rouge is now very street Larme. I’m going to show the new collection first, some old images and also some thoughts on the new Ank Rouge look.

Ank Rouge new style “Innocent Black” for Fall 2016

For the Fall Ank Rouge now has two new image models: Vivi main model Emma Jasmine(瑛茉ジャスミン insta) and Larme model Nana Katou (加藤ナナ insta)

Their theme for this collection is Innocent Black. The main concept for the collection is girly and monotone looks. It’s not just sweet but coquetteish feeling. A street and girly mix giving a casual and playful atmosphere. Using black at least twice is the center of this look. <- their words translated

ank7ank1 ank2 ank3 ank4 ank5 ank6 ank8 ank9

I wish they showed off the clothes better but when they’re making such a dramatic change I guess lighting was needed to carry this new Ank Rouge.

In the past I’ve always seen Ank Rouge as a more tailored Liz Lisa or sometimes just a Liz Lisa knock off. :sweatbubble: Now it seems they’ve gone full Larme and if anything gotten edgey and appear very inspired by One*Spo.

Ank Rouge of Old

If you’re not familiar with old Ank Rouge here you go:

Ank from 2012:

Ank from 2014(?):

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Ank from 2015:

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It’s obvious they were slow moving from Liz Lisa to Seiso and Larme, but this Street is a brand new thing for Ank.

Fall Collection Innocent Black worn by Shop Staff

You know this blog. The photoset of a collection is well and good but how are everyday girls wearing this? Specifically for this the Ank shop staff.

ank-shopstaff-look ankrouge-shopstaff-look6 ankrouge-shopstaff-look5 ankrouge-shopstaff-look4ank-shopstaff-look2

 

Well Ank Rouge has really stuck to the Street Larme profile with its shop staff. Some are still trying to bring the old Ank Rouge in combination, but it’s mostly Street Larme.

Trends to note for Fall 2016

Ank has shown off several trends to talk about for 2016. These are mostly Larme trends with a few trends heading into all fashion. All Fashion trends marked with a heart

  • Slip Dresses ♥
  • Chokers especially Ribbon chokers ♥
  • Collar details
  • Sukajans done different ways ♥
  • Robe-tie jackets ♥
  • Velvet ♥
  • Lace dresses ♥
  • “Dad” caps
  • Baby pink x black x white

Final Notes

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Although Ank Rouge has been talking up all these Street Larme looks. This set-up is their current Fall top seller. A more traditional Ank look.

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Ank is part of a larger clothing group the Ailand group featuring Cecil McBee and Be Radiance. None really known for their prints, but I feel this print done in skirt and onepiece style is really worth noting. It reminds me of classic Jesus Diamanate and MA*RS prints but of a better quality than current MA*RS. My old style readers should pay notice to this cute print  :hearts3:

Is this change bad? Good? It’s for the chirruns!

I’ve been talking about the differences, but I don’t think this is necessarily a bad change in Ank Rouge. Lately there’s so much grown up fashion dominating Shibuya 109 brands. The Onee-gyaru and basics boom has taken over so many brands. It feels like there’s quite a pressure to grow up. I’m glad there’s a bit more youthful style in Ank Rouge. However I can’t see this winning over longtime Ank fans so I guess we’ll see how next season looks?

 Long time no blog? Yup

Everytime I post here lately I feel like I have to apologize for being slow. Blame Disney, Olympics and Pokemon Go this time. Really though it’s my aging computer and the problems that causes. If only I didn’t have to use my laptop to blog, but editing photos is necessary. Next year though! New computer! Hopefully I can afford it! Currently though I have some trips to take and trips are fun new computers are just new computers  :regret:

In the meantime I’m currently doing a 10 day Japanese and Korean face mask review on Snapchat. :happydance: If you want to see some shaky camerawork, me looking dumb in masks, and my derp voice you’ve got it (yay?). If not you can wait for the full monty to go on the blog later.

 

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I haven’t posted Japanese shop staff snaps lately, but wanted to share these two ladies from Redy Azel and Oui Ayano Ruban. I have been slacking on the whole shop staff snap. I didn’t take any in Fall and I only mildly regret that. I’ve just fallen out of the snap phase.

I’m not sure I’ll get back into it in Spring, but Spring is all about new things so maybe! But I had to post these two girls from last Spring because looking at old Spring snaps gets me excited for the season.

Oui Ayano Ruban Harajuku Takeshita Shop Staff

Oui Ayano Ruban actually closed last summer. Which is a bit crazy since they had just opened their shop in Harajuku that Spring. It was huge space and the rent must’ve been super expensive. The shop was cute and the shop staff even cuter. Although it felt like the clothes were a little more Sweet-kei/Otona-Kawaii and fit better in Ginza or Shinjuku than Harajuku. The brand had just opened in 2013, which means it only lasted 2 years. Fashion is fleeting.

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I loved her Spring look. What an excellent tweed jacket. Her simple long hair is goals. I want my hair to look that full. Although maybe Oui Ayano Ruban was too sweet looking for the Otona Kawaii crowd and too adult for the Larme crowd? Long tulle never really caught on with the Otona Kawaii crowd.

 

Redy Azel Shibuya 109 Shop Staff

Redy Azel (レディアゼル site) isn’t talked about much in English and I think that’s a shame. I keep wanting to talk about it more. Redy Azel is a clothing brand by the Samantha Thavasa/Samantha Tiara/Samantha Vega mega hand-bag conglomerate (I blogged about the Samantha Thavasa cafe here).

Redy Azel first opened up in Shibuya 109 Spring 2015 and its since grown to 10 stores. I started looking at Redy Azel because one of my faves former Dazzlin producer, Rumi Kon, left Dazzlin to work for Redy Azel. Now Rumi Kon is the fashion director for all Samantha Thavasa clothing brands: Redy Azel, Muller, Honey Bunch, Swingle, Will Selection and more. Since Rumi Kon left I’ve found Dazzlin’s clothing to be a bit lacking while the Samantha lines are doing quite cool.

Redy Azel is more of an Otona-Kawaii brand, but really it’s a mix of a bunch. Although its in Shibuya 109 I feel the age range is pretty 15-30+. It feels like good competition for Snidel.

I bought a set-up from Redy Azel and I really love it. I feel they do some simple pieces, but the fit is stellar. Pleats and cuts where things should be, which often doesn’t show up in Japanese fashion. :heartbreak:

shibuya 109 redy azel shop staff

I’ve complained multiple times about the horrible lighting in Shibuya 109 and this shows it off. Such a cute girl so badly lit.

She’s mixing so many cute whites together with denim. White was so big last year, I’m not sure how big it will be this year.

Both the Oui Ayano Ruban and Redy Azel shop staff are in criss-cross white platform sandals. This year they will be in the thin-multiple strap rope-like sandals (like the ones on my wishlist).

shibuya 109 shop staff snap

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Posing with another of their Otona-kawaii for Spring offerings.

The chiffon floral skirt would still fit in with my Spring 2016 Otona Kawaii trend predictions.

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Such a doll in the perfect haircut for her face.

3 posts in a week? Craziness! Posting is only shortly ramped up. I’m going on a mini vacation this weekend and then next week is Japan. IRL busy = less posts but more content for posts :sweatbubble: . My twitter and snapchat will ramp up, however :)

Need more shop staff posts? I’ve got you covered 

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Sendai Forus is the main gyaru mall in north of Japan in Sendai and has the lone Datura store in Sendai. While things seem to be heating up at Sendai Parco and offering a newer easier access point Sendai Forus seems to be recovering from the earthquake and tsunami after effects when a lot of the storefronts were empty. I blogged about visiting back in 2012 (womens | mens | duras and mars shop staff | gilfy and heaven and earth) and again in 2014 to go to Sly. I was back again in 2015 during their late cherry blossom season and I got to snap this lovely Datura shop staff.

 

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I’m so glad I could get several detail snaps of her look because I think she’s a fabulous real Oneegyaru styled girl. The hair and make-up is a balance of natural and fake and acrylics are still popular with Oneegyaru ladies. Datura had amazing pearl and diamante details that are really highlighted with her beautiful style.

She wasn’t carrying the bag of course while she was working but that she thought of dressing up her outfit with a real-style coordinate need like a bag it was very thoughtful and suited her look.

Inside Sendai Forus Datura store

I also was allowed to take a few photos inside Sendai Forus’s Datura store. Even with the poor lighting you can see some sample coordinates and accessories.

 

I’m really excited for Datura’s Fall collection. As I wrote last year that Datura won Winter Oneegyaru style and they’ve been consistent in really doing good variations of a look that is very wearable and stylish. Not to mention their knits are perfect. At a price point a little lower than Rienda and much lower than Rady it helps that they’ve really capitalized on the budget Oneegyaru who wants to be stylish but needs to pay some bills.

 

Need more shop staff posts? I’ve got you covered 

Need more Datura? Forever Oneegyaru here

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I also joined snapchat as metoomitsu. Follow me? Need to figure out how the whole thing works.  :sweatbubble:

Another Sly girl to add to the list! I feel like I’m snapping some of the most cooly casual girls. Like I said in my Sly Japan fall post the shop staff are always simple stylish.

 

-brace yourself Mitsu rants-

 

Walking through Shibuya 109 recently I was a bit disgusted (disheartened maybe a better word) to be honest. For a lot of reasons but the one centric to this post is the brand originality dying.

It feels like three factions of clothing have developed in Shibuya 109. The three being:  OneegyaruLarme-kei and Normcore basics.

I’m happy for Oneegyaru even if some of the trends get repetitive in so many stores that carry it now (Datura, Lip Service, Rienda, Delyle Noir, MARS, Golds Infinity, Sneep Dip and that’s not counting the discount brands). I mean which floral onepiece do you choose? But I mostly bought from Oneegyaru brands so I’m hate free.

I also really like the wide style range of Larme-kei and glad the youth are getting something to have fun with. And there’s a lot of brand originality with Swankiss, Honey Cinammon, Liz Lisa and Kokokim all serving really different looks.

 

But Normcore Basics…

All the side eye.

I don’t care who you have modeling it, or how pretty your shop staff are. It’s a plain cotton shirt and a basic khaki trench. It’s boring. There’s barely a print in sight. And in the hyper-competitive world of Japanese youth fashion how are you distancing yourself? You’re Zara at a higher price point.

I seriously wonder what has made so many brands look at Zara and Forever 21 and H&M encroaching into Japan and thought the way to to beat them is to look exactly like them. #idgi

normcore-shibuya109

Egoist | Spiral Girl | Envy M – basics

I’m so shocked how many brands are swayed by it. Spiral Girl and Egoist being the worst offenders. And sure… I like basics but how do you decide to buy your basics from one store and not the other? I feel like I’m getting philosoraptor up in here. These shops are bound to close or just slowly fade away…away…away…  

3rd by Vanquish recently closed and it was a basics offender.

 

So that was my rant. And there’s a point coming to it.

My point is Sly and Moussy have been serving up simple cool style with a focus on basics for a while, but they do it differently and have done it since before the Zara/F21/H&M boom into Japan. They do it by original prints, great shoes, and big jewelry (you can see both in the background of these photos).

So while the Sly girl may jump into F21 for her basics, she may top it off by cool Sly shoes or a printed top. Sly and Moussy have been doing what they’ve been doing for years and it’s successful!

 

-and finally Mitsu has stopped ranting-

 

And their printed tops was the reason I stepped into the Sly at Sendai Forus. I found a fun top I really wanted but wanted it in the most popular color of black. It had sold out at every Sly store I checked from Shibuya109 to Osaka Shinsaibashi OPA. Thankfully it was available at Sendai Forus and I was also able to snap this gorgeous shop staff.

 

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Sly and Moussy have been known for their denim for years. This girl pulls off white denim with style.

And so much styling skill. The pushed up sleeves, the way her jacket hits just at the right level. Black shoes to not distract from the all-white look.

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And behind her stylish frame is lots of prints and fun mix and match styles.

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Excellent fitted denim always look good season to season.

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I loved her make-up. Great thick cat-eye, pink lipstick, subtle lashes, 3-tone circle lens, flat brows. Everything that’s popular right now.

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Lens, lashes a blonde and some great styling. She’s a gal, just a more simple cool-Onee one. As usual I try to tag all my short haired shop staff I’ve taken photos of. Either short hair or short hair gyaru. Feel free to check the tags to hunt down some short hair inspiration.  :hearts3:

Sly for Spring part 2

I previously talked about their Western Boho style for Spring, but these new offerings on their webstore are more typical Sly.

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The popular knee-length skirt trend this season done in a bold print.

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Crazy printed phone case that sold out immediately.

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Every season Sly does fun retro printed shirts. This one is called “Eat the Donut”  :heartcat:

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Sleeveless A-line swing dress a very popular style for spring.

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Sly doing really good beyond-the-basics denim.

Need more shop staff posts? I’ve got you covered 

Need more Sly? Always room for more Onee-cool

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