It’s hard writing a fashion blog about Japanese subculture fashion when its being terribly restrained and uninventive. I feel like an old grandma railing against basics and normcore. I am a broken record of complaints. I spend a lot of time being negative about the state of most Japanese fashion.

It just all looks the same, how do you choose which pair of black pants to buy? How are these brands creating brand loyalty? How are these brands distancing themselves from each other? I don’t have a problem with black pants or any other basics I just find the sameness a bit boring.

And it’s really hitting fever pitch because many runway designers are getting back to prints and funky styles and inventive color palettes. That’s where these brands get some of their ideas from. Yet it’s not transferring to what is currently on the hangers.

So instead of my general crankiness I’m going to highlight a few brands doing fun looks for Fall that are relatively affordable. And this is my taste preferences so please note, but hey it’s my blog.

…and there are some brands still doing non-normcore that I didn’t shout out in this post. MA*RS, Datura, Rady and the like are still chugging along doing cute looks that represent their style without bowing down to over simplicity.

Instead I chose to feature some brands doing trend items, but with a twist. I’ve bolded trend talk for the lazy readers or just as a heads up.

Merry Jenny

I’ve spotlighted them in the past through seasonal styles or shop staff looks. I only own a few pieces from the brand but I find myself always wanting to wear them.

They’re an aomojikei brand but also they tend to be leaning towards Larme-kei this season. The Merry Jenny is quirky and youthful and probably wants to start a zine. Wes Anderson lite is how I’d categorize the look.

Screen Shot 2015-10-26 at 12.26.04 PM

This is their best selling piece and the third best seller on giant Runway-Channel. Chiffon layering is a trend of the season along with velvet. Instead of the multitude of felt fedoras peddled this season, Merry Jenny has decided on a loose faux-fur hat. Trendy patent chunky ankle boots round out the look. Simple, no prints, but definitely not normcore.

Screen Shot 2015-10-26 at 12.26.45 PM

A weird light knit, loose pants in faux suede and pearl lace-up shoes. Funky takes on lots of trends including suede, wide pants, lace-up shoes, and mock turtlenecks. This look especially could fit into a Wes Anderson movie.

Screen Shot 2015-10-26 at 12.26.53 PM

It’s an odd shoe and not for everyone, but definitely different!

Screen Shot 2015-10-26 at 12.25.01 PM

A more simple style but they took the tulle-skirt trend further with a shiny satin under skirt and a contrasting belt-line.

Screen Shot 2015-10-26 at 12.22.42 PM

A pretty typical aomojikei look, but the bag is really a point of interest. I’m trying to tell myself I do not need a shirt bag.

Screen Shot 2015-10-26 at 12.23.22 PM

Loose dresses are a big aomoji and Larme look for the season. The eyemask trend translated to a clutch bag.

Screen Shot 2015-10-26 at 12.23.29 PM

The print is really dainty and mixable into Larme looks (with a belt probably).

Screen Shot 2015-10-26 at 12.22.51 PM

They love to do quirky accessories and this was part of a group of earrings, necklace and iphone case that matched.

Screen Shot 2015-10-26 at 12.24.50 PM

Parade was their theme this season and they’ve taken that to the popular pin badges as shoe accents. The light navy really compliments the rest of the collection.

Screen Shot 2015-10-26 at 12.47.45 PM

Another big seller is this appliqué hangbag sweater with attached pearl handle.

Screen Shot 2015-10-26 at 12.28.02 PMTheir biggest seller has been the Mickey and Minnie tight skirts. Although it doesn’t show up well the ears are 3-d and pop up above the skirt. You can see them well in this instagram post

If you’re into Merry Jenny’s look I really recommend their instagram https://instagram.com/merryjenny_instagram/ there’s a lot of good styling with their pieces on the instagram beyond the shopping site.

Runway-Channel via Tenso or From Japan or White Rabbit is the easiest way to pick up these looks. They even have lately put up a how-to guide in English.

 

Do you like Merry Jenny? Want to see more brands outside of normcore and basics? I hope so but I’d love to hear your comments below  :star2:

 

follow the Doll on bloglovin | Universal-Doll facebook | Mitsu on twitter “miss_mitsu” | metoomitsu on instagram | metoomitsu on snapchat | metoomitsu tumblr – join/add/follow? :bow:

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.

merryjenny-aw2014-runway

merryjenny-aw2014-runway2

merryjenny-aw2014-runway3

merryjenny-aw2014-runway4

merry jenny

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.

merryjenny-pick

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.

 

merryjenny-pick2

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

merryjenny-pick3

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

merryjenny-pick4

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.

OLYMPUS DIGITAL CAMERA

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.

OLYMPUS DIGITAL CAMERA

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

OLYMPUS DIGITAL CAMERA

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

OLYMPUS DIGITAL CAMERA

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.

OLYMPUS DIGITAL CAMERA OLYMPUS DIGITAL CAMERA

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

follow the Doll on bloglovin | Universal-Doll facebook | Mitsu on twitter “miss_mitsu” | mewmitsu on instagram | inspired-doll tumblr – join/add/follow?  :bow:

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.

kyarypyamupyamu-aomoji-style
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.


 

aymmy-in-the-batty-girls-logo

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

aymmy-exhibition-fall2014-coordinates aymmy-fall-exhibition-style-4 aymmy-fall2014-exhibitionshots-2 aymmy-fall2014-exhibitionshots aymmy-fallexhibition-2014-styleaymmy-exhibition-looks-1 aymmy-fall-exhibition-plaid-style

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.

aymmy-harajuku-store

aymmy-in-the-batty-girls-store-laforet

aymmy-laforet-popupstore

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

aymmy-customers

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.

follow the Doll on bloglovin | Universal-Doll facebook | Mitsu on twitter “miss_mitsu” | mewmitsu on instagram | inspired-doll tumblr – join/add/follow?  :bow:

 

Jouetie Japan Runway for Spring Summer 2014

jouetie-ss2014-real-looksjouetie-runwayonly-ss2014-looks

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

 

jouetie-spring2014-trends-forecast

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!

OLYMPUS DIGITAL CAMERA

OLYMPUS DIGITAL CAMERA

jouetie japan

jouetie shinjuku shop staff

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?

Universal-Doll facebook | Mitsu on twitter “miss_mitsu” | personal instagram mewmitsu | inspired-doll tumblr – join/add/follow?  :bow: