It’s just starting to get hot but this is the season for Fall exhibitions or tenjikai/展示会 as they are known and I really liked what I saw of Rienda, Duras and Mercury Duo so I thought I’d show them.

Just when I said I wouldn’t do this kind of thing, I do it… typical blogger.

I think summer is the worst thing ever, I fear it. Let it snowwwww, let it snoowwwww!!! Looking forward to Fall fashion (aka my favorite time of year and styles) makes me happy and I’m happy to report about it.

Rienda – Fall 2015 – Modern Glamour

Lots of traditional popular Fall themes such as pinstripe and houndstooth. Mixed with rich items such as jewel tones and fur coats along with floral onepieces.

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Their popular floral dress using an beveled weave for the Spring done in a more Fall palette

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Houndstooth and pointy shoes.

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Pinstripe and light tweeds.

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Transitional outfit but denim jackets are still alive for Fall.

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Floppy hats and mustard.

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Love this lady simple houndstooth.

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Rare all black coordinate by Rienda and floral bottoms.

source: Rienda girls insta and ameblo


 

Duras – Fall 2015 – Radiant Muse

A continuation of their Spring line with lots of kadeliscope (Persian inspired?) prints, restrained bodycon (tight but not often short) and a swingy bohemian style.

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That print dress is everything and I really want to buy it.

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The A-line dress trend and layered stripes are Spring trends done in autumn colors for Fall.

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Jeweled cardigan trend for Spring making a more subdued trend with pearls. Lots of light colored outers mixed with darker dresses.

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Extremely typical Duras styles. I bought the left dress in Spring in almost the exact same cut. More Fall hat trends.

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Such a cute bustier that could be done Larme or Agejo style. Lavender for Fall I have doubts on but this transitional coordinate makes it work. Duras wants to do a few lavender pieces so we’ll see!

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More tweed set-ups to come out.

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Trying to tell myself I don’t need this dress, but I love the color choices.

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The full collection looking fabulous. I love that they had a selfie mirror as their press advertisement.

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Pointy shoes again! Clutches are big as well as lady-like totes and 2-way bags (top handle + shoulder strap).

source: Select shop Rougefeel ameblo and Duras instagram


Mercury Duo – Fall 2015

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Just like Rienda, a mustard lace overlay item.

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A lot of brands may be trying to make fringe work. Unsure the inroads it’ll make this Fall.

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Boxy cropped blouses continue, and yes there’s mustard!

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A-line floral dress? A-line floral dress. Pick your brand you’ll probably find one.

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This hidden pleats look has been a small summer trend and could be a larger Fall one.

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In Fall skirts. Oh black you hide everything.

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A trend look for Mercury Duo fall. Earth mustard brown, and a floral long skirt, with fringe bag. The bucket bag style is becoming popular (vintage influences). Check all the prints with mustard options. Mustard will be so big!

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Toggle coats in pastels. Light outers will be very popular.

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Welcome back floppy hats.

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Floral sweater set-ups should be big with otona kawaii crowd, a trend from last Fall.

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Earthy mustard browns.

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Chunky heel + pointed toe. There will be so many colors and prints to choose from in this look for Fall.

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Their Fall transitional look.

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I think some brands will try to push culottes. I have doubts they will be successful, but hey mustard!

source: All Mercury Duo photos thanks to trefle select shop’s exhibition report check out their Ungrid report too if interested!


Check for these trends!

BIG Trends: FLORALS, browns, mustards, pointy shoes, light colored outers, A-line dresses, floppy hats

Medium trends: traditional prints such as pinstripes and stripes and houndstooth, pastels mixed with darker colors or browns, fringe, bucket bags, 2-way bags.

Florals for Winter? Moderately groundbreaking….

I actually am really excited for Fall and a lot of these trends seem shop-worthy now. A bit shocked by the complete lack of pants. I know Otona Kawaii and Oneegyaru brands don’t do them often but it definitely seems they’re not in style right now. It’s always cheaper to shop off season so maybe you can find some cute used or vintage pieces that reflect these looks for cheap!

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Honey Salon by Foppish (ハニー サロン バイ フォピッシュ) is an Otona Kawaii brand producing original capsule items. Honey Salon was created in 1996, and in 2000 they opened their first select shop in Harajuku La Foret. The designer and creator is Chiba Hana (formally as Chiba Masae 千葉雅江). It’s heavily featured in Larme Magazine and brands itself as “Adult Kitsch“. Honey Salon’s sister brand is LilLilly.

Honey Salon by foppish details:
katakana: ハニー サロン バイ フォピッシュ
style: adult cute
since: 1996/2000 (first store)
magazines found in: Cutie, Larme, Sweet
designer: Chiba Hana blog
website: http://honey-salon.com/
webstore: http://store.honey-salon.com/
number of stores: 3 with items in select shops. La Foret Harajuku, Shinjuku Lumine EST and Yokohama JoinUs

 


 

Honey Salon for 2014 AW

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Most of these items are already up for sale on their webstore. It’s a girly mix of winter pastel and traditional winter black, white, red. Trends to note: sweater set-up, chunky crystal parts, milky pastels, organza, sheer arms. Navy is a huge trend and selling out across most Japanese fashion when the color choice is offered. While there is a midi skirt trend going on in Japanese fashion not one yet in Honey Salon keeping with the traditional Otona Kawaii silhouette.


 

 

Trendwatching: Celestial items

A big trend especially in the Larme-type brands will be celestial items. Moon and star earrings, prints on dresses (see above), and moons and stars on shoes and such. I do think a big reason these are popular is the new series of Sailor Moon.

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This is the celestial accessory print Honey Salon has done for dresses, pouches and iPhone cases.

It was part of a collaboration with Gizmobies (iPhone cover maker) and Larme Magazine 

Here all the Gizmobies x Larme x Brands covers.


Honey Salon Accessories

Honey Salon is well known for its bags and shoes. You can see why below.

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Rabbit shoes! I want that whole damn outfit. There’s already a wait list for them.

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Full on Otona Kawaii look. Their scarf has a removable collar to wear as a light Fall transition over.

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Again chunky crystal is really big, especially for the Otona Kawaii brands. I also think it’ll trickle to Oneegyaru and Neogal brands in their own way.

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Black and white shoes are my crack so I really love the tailored girliness of these.

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Honey Salon does lots of collaborations (Hello Kitty, Disney, and others) but this time they did Sailor Moon, complete with tights! Still on sale in their webstore.


Honey Salon Shop Staff

Honey Salon shop staff post their coordinates to one central blog http://ameblo.jp/honey-salon-by-foppish here’s how they’re styling themselves for 2014AW.

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Currently all the girls seem to be loving red, black and white. Looking forward to their pastel outfits.

As I said early this brand is often in Larme magazine. Before I begin part two of the Larme Magazine talks I’ll be doing a few brand discussions of ones I don’t usually talk about so you can learn more about the brands before I show how they are in the magazine. So maybe you can consider these Larme Magazine talks part 2a, part 2b and such?  :cat2:

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aymmystyle-ayumi-seto

Aymmy in the Batty Girls is a clothing brand that is the project of Zipper magazine model Ayumi Seto (瀬戸あゆみ). Ayumi has long been considered a figure-head in Aomoji-kei dressing, and the Aymmy brand reflects that style.

 


 

What’s Aomoji-kei?

Aomoji-kei (青文字系 あおもじけい) is a reactive style to Akamoji-kei (赤文字系). Akamojikei is the soft, date and appealing style often seen in CanCam and JJ (post on Akamojikei magazines and Motekei).

The essense of Aomoji-kei is cute and girly, but dressing just for yourself. You don’t need others to think it’s cute or appealing.

Aomoji-kei was named by Yusuke Nakagawa who runs Asobi System. Asobi System is a large Harajuku-based promotions and talent company known for producing Capsule and Kyary Pyamu Pyamu as well as popular models like Ayumi Seto.

Aomoji has two broad areas of style according to Asobi System. 1. the natural-kei of “mer” magazine or 2. the Harajuku-centric Aymmy style. However most people associate Aomoji-kei with the Aymmy look. Often Aomoji-kei is considered the umbrella term of Harajuku fashion that doesn’t have a defined term like lolita, fairy and cult-party.

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Kyary Pyamu Pyamu before she evolved into a popstar was considered during her street snap era to be the Aomoji-kei figurehead.

Age range: Aomoji-kei is a youth style targeting ages 15-25.

Magazines Kera, Zipper, Mer, Sweet and Cutie all to a certain extent promote this look.

Brands aren’t as important for this style since it focuses on a mix-and-match but Aymmy, Galaxxxy, Candy Stripper, Jouetie, Merry Jenny, and Listen Flavor can also be considered Aomoji. Popular model Eva Pinkland can also be considered Aomoji. All of these brands use bright colors, comfortable shoes (sneakers, flats, platforms, oxfords), mix and match, punk and skater style, fun prints, and layering.


 

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Aymmy details:

 

Brand concept:

The brand concept is actually around a parody of Ayumi Seto herself known as “Aymmy”. She’s a 17-year-old girl. She was born in California, USA. This brand is about her life. Which includes her fashion, interests, friends, and living environment. She does not stick to skating, rock, punk, or military. She has her own sense of style. Her style is basic on American culture and mix pop edge. She shows her own street style. Nobody can imitate her batty style. Her look is a style, she’s not focused on fashion.

You can read all about Aymmy’s interests in English on their website: http://www.aymmy.com/eng/

 

Brand style:

Aymmy centers on a very pop-retro look, with bright colors, comfortable fun shoes, and a mix-and-match fashion sense.

The first thing many will notice is the Aymmy logo is based off of Wendy’s. Wendy’s has had an odd future in Japan. It’s never been very popular it closed its 71 stores in Japan in 2008 (Versus 3,400 McDonalds in Japan). It has since reopened in 2011. (source)

Aymmy online:

http://www.aymmy.com/ | instagram: http://instagram.com/aymmy93 | facebook: https://www.facebook.com/Aymmy | twitter: https://twitter.com/aymmy1993

Aymmy stores:

http://store.aymmy.com/ web only for now, Pop-Up below

 


 

Aymmy Fall Winter 2014 Exhibiton Style

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Even though Aymmy is an Aomoji brand it shares a lot of gyaru brand clothing trends: PLAID, longer skirts, sweater set-ups, sailor-style jackets, and long light jackets.

It’s an exceptionally girly and uniform collection for Aomoji style. I’m excited to see what the Aomoji lovers do to mix up the look.


 

Aymmy in Harajuku La Foret

Aymmy has no stores yet, but did have a pop-up store in Harajuku La Foret that I got to see. And by pop-up they mean pop-up, this shop was a tiny shoebox! However it seems to have been doing a brisk business.

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What a cute shoe box! I love the turquoise and red theme. It goes well with Aomoji style.

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I spotted these girls later in La Foret. I don’t like taking pictures without asking but I was in a hurry and felt these girls needed to be represented with their cute Aymmy style. Perfect everyday Aomoji style.

 

Hopefully they and other fans can help Aymmy make an actual store soon!

Next I’ll be talking about Larme magazine and Larme-kei. As a teaser did you know Larme has its roots in Ageha?

 

This was a Japanese Fashion University post about Aomoji-kei. Want to learn more in depth about Japanese fashion? Click here.

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Jouetie Japan Runway for Spring Summer 2014

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Jouetie (ジュエティ) is a Runway Channel brand which hosts its runway shows in late October for the Spring collections titled “Rainbow Punk” (images from fashionsnap.jp). Although it’s purely a street style brand its runways tend to do “runway only” looks mixed with actual items that will be sold. I understand the flashiness for the runway need but it does cloud the true look of Jouetie the brand for Spring.

Jouetie Shop Spring Style and Spring 2014 Trends

 

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Lots of overlapping trends from LilLilly with Jouetie! I’m really waiting for their nautical prints to come out. Especially those vans-style shoes from the runway! I really like Jouetie’s takes on the trends for the season the more real clothing that comes out. My favorite is that eyelet set-up. Set-ups which have been popular for two seasons are still reigning on!

 

Jouetie Japan Shop Staff from Shinjuku Lumine EST in Spring

To get you ready for 2014 Spring let’s look back at 2013 Spring style with Jouetie shop staff pictures I took.

Not one but two Jouetie Japan girls to shoot? I’m a lucky girl!

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Little girl men nails from Toy Story, so cute!

I don’t have a favorite look because I think they rep Jouetie both so well. Both also have stellar circle lens. What’s your favorite?

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