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:

katakana: メリージェニー

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

social: site | brand blog | instagram | twitter

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.

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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.

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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.

 

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I don’t know why but I think this is fabulous.

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This phone case sold out immediately. Love the traditional ribbon flap bookmark accent.

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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.

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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.

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Check out their flatforms. Not so popular this year. Instead it’s flatter loafers, furry shoes and heels with bows.

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Sweater set-ups which had some traction last year are now all the rage.

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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.

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Her hair was so polished and smooth, I’m curious if she got a straight perm!

More aomojikei brands? What’s Aomojikei and more aomojikei brand talks and staff snaps

Need more shop staff snaps? Over 150 and growing here

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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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Some non-gyaru shop staff to show this time from Stay Real and Candy Stripper. I get excited I think more to show non-gyaru shop staff because I enjoy all types of shop staff doing their own cool style.

Theflyingace asked

“Have you ever been treated poorly by a shop staff for being a gaijin despite having pretty awesome Japanese language/communication abilities?” Most of your posts show you getting along with shop staff but I had always wondered if some weren’t as friendly, even due to just their personalities?”

BTW best places to ask me questions are the blog/twitter/tumblr. Either 3 are great to contact me. Mail I’m crap at so you’ll get a quicker answer via those 3 first. Blog comments that are questions I’ll try to get to or put it in a post like this.

My answer:

Well admittedly in hindsight I remember the nice ones more. But shop staff are usually hired because they’re cute, they have a look the brand wants, and they’re friendly. Bonuses are rewarded on how many sales they make so being friendly is usually a bonus to that. However, because of the pressures of quotas it feels like some shop staff are very pushy to buy things.

DIA in Shibuya 109 I’m pretty sure has a strict quota because they are very very pushy. I don’t blame them because they have to make money or they’re fired and it only benefits them if you buy from them. However I feel this has made some of them fake, while some of them are so super friendly but just want you to buy everything.

If a shop staff is fake or pushy I just won’t buy from them, but really it’s rare.

Most are very kind, many are curious about what a gaijin is doing speaking Japanese to them and about my life. Lately with the rise of personal and shop blogs I get asked to take a lot more pictures with them for their blogs (more on that below). If I ask to take pictures they want to know about my blog, or they’re used to posing for pictures, or the majority are genuinely shocked or honored I’d ask them.

Candy Stripper – Shinjuku My Lord

 

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These two girls were a gem to talk to in the My Lord shopping mall of Shinjuku station. (engrish giggles). Candy Stripper staff are always so adorable!

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