Before I go down the Otona Kawaii trends road and talk about trends I have to shout out Emi x Lea’s blogpost for their excellent description of Ane Agejo. Oneegyaru was a mixed and murky world and putting out Ane Agejo as a definition to discuss how Oneegyaru is melding with Agejo and how Agejo as we once knew it is disappearing.

I’ve talked about Otona Kawaii style before in during my Sweet magazine talk and also throughout blog posts to see shop staffs dressing in it. This season I thought it’d be fun to break up trend talks into genres and not just an all encompassing one. Since Larme takes cues from Otona Kawaii of course some of the trend talk may be similar, but I think there’s some good differences to point out.

Otona Kawaii is also known as Sweet-kei because of the popular Sweet magazine.

I’ll be talking about Otona Kawaii brands: Snidel, Lily Brown, Mercury Duo, Lodispotto, Rirantrue, Dazzlin, Misch Masch, Titty & Co and Royal Party

Otona Kawaii trend One – Knit Top and Flare Skirt

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Lily Brown | Mercury Duo

No simple scoop neckline for Otona Kawaii this season. Instead the flare skirt in lace, retro print or big floral (all trends) gets dressed up with either off-shoulder (like in the Larme trends), or a v-cut or sweatheart cut.

Now this is a common look for Otona Kawaii, the knit-skirt combination. But instead of a scoop neckline or a cardigan with a tight neck, the neckline change is the big point of note for this season. Retro short cardigans seem to be not as popular this season.

Otona Kawaii trend Two – Trench Coats

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Misch Masch | Royal Party | Lily Brown

This is an early Spring trend that may drop off when the heat and humidity lead to summer, but girly colors of trench coats are a big commodity for Otona Kawaii brands. Most brands I looked for were doing this coat in one pastel or another.

Otona Kawaii trend Three – Girly Denim

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Lodispotto | Snidel | Titty & Co

Now Otona Kawaii magazines seem to be pushing this wide leg denim pant. And it’s cute. But I can’t see it being as popular as denim done girly ways. Case in point the Snidel denim dress is sold out but not the pants.

Otona Kawaii trend Four – Gown Coats

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Diecy | Snidel | Lily Brown

Trench coats will give way to gown coats. Perfect for that UV protection during Spring/Summer without overheating. Long lengths are popular now, but maybe they’ll give way to short when it gets warmer? Lots of ways to style these but they look best with similar numbers like the denims and not the lace embroidery.

This is my most questionable trend forecast. Larme brands tried this last summer without much success, but maybe it was just the first push. Gaucho pants needed that before they were everywhere. Aomojikei brands also seem to be picking this up for the Spring.

Otona Kawaii trend Five – Big Floral

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Royal Party | Mercury Duo | Miia

Big Floral sounds too close to Big Oil, like it’s some monster set of corporations taking over Otona Kawaii fashion. Big Floral… well florals are a cornerstone of Otona Kawaii so it kind of is. Brainwashed by BIG FLORAL!

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Snidel | Rirantrue | Mercury Duo

In this case big floral is really popping up in mini dresses, set-ups and long dresses. I love those cute and casual floral set-ups. So perfect to transition to summer. Great for Spring dates and casual strolls.

other trends of note: lace-up oxfords, silver shoes

Onee-Gyaru doing Otona Kawaii trends

Something I’d like to point out is a lot of the Onee-gyaru brands are doing a lot of these trends but a touch different. I’d like to show them below to show how you could use them in an Otona Kawaii wardrobe, but how they are Onee-gyaru as they are. I think it’s a good visual to see how trends may be the same, but style tribes interpret them differently.

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 Resexxxy | Rady

From the recent Onee-gyaru spring collections. The trench coat, girly denim and big floral trends all will be popular with Onee-gyaru but in a definite Onee-gyaru style.

Rienda – The Otona Kawaii and Onee-Gyaru bridge

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Lately it seems Rienda is doing a much more adult style, and not in the way that Rady is doing or other Onee-gyaru brands. It seems their style is a bit more simple and not as flashy as Onee-gyaru brands. For that reason they are a bridge between Onee-Gyaru and Otona Kawaii. They fit both categories.

Past trends for Spring 2016: Larme trends for Spring

I will probably wrap this up with an Aomojikei trends for Spring and then shut down trend forecasting to focus on other trends that pop up through the season or back to brand spotlights.

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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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After my Rady Shinjuku Lumine shop staff theft post I promised I’d post about the Rady Tokyu Plaza ladies. The Tokyu Plaza girls have lived under the shadow of the more popular Lumine EST store but with that store gone the Tokyu Plaza one in Omotensado is bound to be booming with business.

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Two fabulous casual Rady styles. Love how a jeweled tunic and jeans just looks so Onee casual with a comfortable pair of heels and the right make-up and hair.

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Both short haired! I love short-haired Oneegyaru. They still really look lovely and put together and show how it’s not just long-hair that makes lovely Onee hair.

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The store is centered around a jeweled diamond. It’s really big and pretty.

Sorry to block out the shop staff’s face. She was caught off guard and looked a bit severe so I didn’t want to show a bad pic of such a pretty lady.

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The girl on the left’s wonderful make-up and delicate accessories.

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I love how her lipstick matches the Rady logo. And somehow works with such a cool-toned outfit. Looks very summery!

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Even super cute from the side. Such lovely hair with volume Onee curls.

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The girl on the right’s nails were spectacular. Perfect Rady style without using the traditional prints. I really want to recreate those Swarovski hearts sometime.

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This is a photo of the store I took when it first opened in 2013. The style was much more neon back then. The whole look seems to have softened. The store is still beautifully white and sparkly and gorgeous, however.

The Rady Staff Blog constantly updates if you need more Rady.

Rady Spring picks

Rady has been putting out their Spring collection on-line (http://rady.jp/) and have been selling out as quickly as they stock it. Even with the scandal of earlier this year the brand doesn’t seem to be slowing down. I don’t know how Onee I put myself as. I guess I consider my style more vintage-cute-lady, but this Spring’s collection has gotten me wanting so much.

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Left: the peach tone looks so nice for summer without being another pink item in the overloaded pink of Onee styles (lavender, blue and yellow also popular this season). And I like how this piece gets away from the trend of just a jeweled neckline.

Right: I love a onesie that is loose on the top and does a nice flare out with shorts really leg flattering.

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Two really body flattering prints.

Left: Set-up that focuses the light upward and towards the face and makes the bust look bigger. It also does an arm flare so the shirt doesn’t make the arms look bigger and allows for more air flow during the horrible summer months.

Right: A long narrow front makes the body look slimmer.

Rady is not only killing it with their original prints but how body flattering they are. I was going through their webstore again and found example after example of how they really thought of a woman’s figure. Like how the flared sleeves conceal a smaller breast shape, or how this higher waisted dress flares just enough to be belly flattering.

Mini side rant but I see a lot of brands just slap prints down or do a cut on a dress and it doesn’t seem it corresponds to how the feminine shape is at any body type. I really love that Rady (also Datura) are thinking about the shape of the woman and how to flatter it best.

I will definitely be taking more photos of Rady staff this Spring because I’ll be shopping there a lot.

In case you missed it: Previous Rady posts including more Shop staff snaps | Over 100 shop staff snaps across Japan

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Comfilax is DIA Spec’s grown up sister. The Kurogyaru chief brand has branched out into Oneegyaru and that alone should spark a post here, but how they’ve done it is one of the bigger reasons I’m writing up about it. More down below along with a meme started by the brand, but first introductions!

Comfilax is a word combination of “Comfortable” and “Relax”.

Their brand introduction is peppered with the worst new Engrish-Japanese katakana like Citylike シティライク and Onelike ワンライク. Which had me going like that Project Runway “blood orange” moment. But mainly they aim to combine sweet, sexy and a downtown feel by using color variations and textiles. And an emphasis on real clothes リアルクローズ.

Real clothes has been such a odd fashion phrase lately, meaning not runway and priced well. In layman’s terms: an actual working slave could afford it. There’s even an extremely ambiguous Japan wiki entry about it.

 

Comfilax details:

katakana: コンフィラックス
website: http://comfilax.com/
webstore: mobacolle
number of stores: one personal store in Shibuya 109, featured in all seven DIA spec stores
started: February 2014
blog: http://ameblo.jp/comfilax/
shibuya 109 blog: crooz

 

Comfilax made meme

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The top that made a meme styled in Onee casual by Comfilax shop staff.

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The cute cleavage details and bonus it’s reversible!

….and before I go any further I’ve got to shout out cuties Emi and Lea for first posting about Comfilax when they discussed this top.

Yes that top actually became a meme. Gathered by rocketnews here for English and on matome.

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A compilation of some of my favorites :loveword:

And possibly because of that, or in spite of that, it’s sold out several times and keeps being restocked. Maybe they’ll make a summer one?

The details and cleavage say DIA spec, but the simplicity is Comfilax!

Comfilax Styling on the Web

So I’m sorry to quickly turn you off the brand because their website features two things that never work out when discussing “real clothes” a) a white model that looks nothing like real styling b) horrible catalog shots possibly worst I’ve seen.

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Model that doesn’t fit the brand? Check

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Yup. Check the shop staff above. Now look back. What in the hell…

Engineer boots? With an Onee set-up?

Awkward posing? Check  Possible wig? Yes  Making a short girl look shorter with unflattering shoe/sock cut off? Yes

Basic hand on hip posing and weird pee pose? Yes

I promise this is not the brand or I would have not talked about it.

Comfilax Stying with DIA stores

DIA spec’s company is doing something smart with Comfilax. It does have its own stand alone shop in Shibuya 109, but the expansion has been into DIA original stores. I mentioned in my previous post that Oneegyaru is a very strong market with great sales currently. And I think this is a very smart business move by DIA. Instead of DIA changing up their whole style, they’ve instead incorporated another style into the stores.

Kurogyaru brand DIA still has a strong core audience. Fashionsnap in their report of Shibuya 109’s fukubukuro event this year specifically mentions DIA as a reason people were choosing Shibuya 109 to queue up for. They interviewed a girl who came from Yamanashi prefecture, which is the Mt. Fuji area about 2 hours away by Shinkansen, for a DIA bag. But I think they realize they could grab some of their audience that may be moving into Oneegyaru.

Here’s the staff of DIA Machida modeling Comfilax coats.

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The first staff looks fully Onee while the bottom one as a DIAxOnee mix to it.

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More DIA shop staff in Onee outfits by their sister brand.

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And Comfilax styling done by its own Shibuya 109 shop staff. A little more toned down, but still very Onee.

 Even though you do not see a rhinestoned belt or gold painted pants, they’re still in stores. DIA has just diversified while keeping true to its origins.

dia-egg-model-yun-mobacolleFormer Egg model YUN modeling the DIA spec collection for mobacolle

As a note both DIA Spec and Comfilax are on sale now on mobacolle! Good discounts for a brand that JUST got on the webshopping trend. Previous post: How to buy on mobacolle using tenso.

As a note: I really want to thank everyone who commented or RTed or corrected my last article on the Fall of Gyaru masking the problems with Japan fashion. I didn’t think I’d wake up the next day to read so many responses and I really thank y’all. I’ve been editing and fixing and editing more and will continue to do so. What started out as a rant and my ire with people quick to dismiss a very broad style movement that has been around for years with misinformation and bias, turned into something good I guess.  :cheery:

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