Merry Jenny (メリージェニー) is an aomojikei brand by Mark Styler (that does Murua, Emoda, Dazzlin, and Jouetie). It was started in 2012 by Yui Yoshikawa (吉河唯 blog models press interview here). She previously modeled in Vivi as a reader model (読者モデル), and was Dazzlin’s Visual Director. Merry Jenny follows in Dazzlin’s footsteps but also contains a unique almost Wes Anderson influence.
Merry Jenny quick details:
About the brand: The concept is a happy girl 18-23 (all these narrow age windows for brands, so crazy). Since a happy girl is “Merry” and a popular girl’s name is Jenny the moniker “Merry Jenny” came about.
The main theme is “Innocent Kitsch Girl”.
This season’s theme is “Pranky Little Girl” a mischievous little lady
Stores: 4. Two in Tokyo. Two in Osaka
Merry Jenny Autumn Runway
Like all Mark Styler brands Merry Jenny does a runway collection. Sadly like all Mark Styler brands the look is a bit more dolled up. If it was buyable like runway style I’d put it top 10 of favorite brands.
Check out all the bows and other 3-d elements set in rich jewel tones that make the look seem retro youthful not childlike. The collection reminded me a lot of Miu Miu and Olympia Tan’s collections.
Kitsch from Merry Jenny AW 2014
Although their regular line isn’t as polished as the runway it still offers tons of kitsch and is one of the main reasons to enjoy the brand.
Sweater sets are super trending everywere in Japanese fashion but Merry Jenny made the design their own by doing a quirky scribble print and making the bottom skirt flare instead of the popular straight style.
I don’t know why but I think this is fabulous.
This phone case sold out immediately. Love the traditional ribbon flap bookmark accent.
Scribble line patterns across sweaters are popular especially in a navy/white or black/white combination but added kitsch was the astronaut.
Merry Jenny Shinjuku Lumine EST Shop Staff
On the second floor of Shinjuku Lumine EST is tucked the Harajuku-leaning aomojikei group of brands with Nadia, Jouetie, Lowry’s Farm and Merry Jenny. It’s a tiny store, but all Merry Jenny stores are. They’re always stocked and have super cute friendly shop staff.
Of course houndstooth was the name of the game last Winter season so they’re both on the houndstooth prints.
Headbows were big last year and are even bigger this year.
Check out their flatforms. Not so popular this year. Instead it’s flatter loafers, furry shoes and heels with bows.
Sweater set-ups which had some traction last year are now all the rage.
Her make-up in a lovely aomojikei style. I’m a bit unsure if she’s in circle lens, they’re getting so natural now.
Her hair was so polished and smooth, I’m curious if she got a straight perm!
Need more shop staff snaps? Over 150 and growing here