It’s been a while since I’ve talked about Shibuya 109 but Collabo Mignon is interesting enough to get back and it means PURIKURA IN SHIBUYA 109. Shibuya 109 which I used to think of as the Tower of Power has really lost its hold as the main mall (as I blogged about here in the Fall of Gyaru post).  However I think the Collabo Mignon store is a really cool idea and there’s one more store (BAD Store) to talk about below.

collabo mignon purikura in shibuya 109

Collabo Mignon Purikura in Shibuya 109

Collabo Mignon (コラボミニョン) is from the Purikura chain Girls Mignon. They’re all across Japan from Niigata to Nagoya to Nagano. The Shibuya 109 store will be their first Tokyo store. First of all this finally means PURIKURA IN SHIBUYA 109! It’s about damn time!!!

It opens March 12th.

Nicole Fujita aka Nikorun: Popteen’s newest Queen

Their first collaboration will be with Nicole Fujita. Nicole Fujita (藤田ニコル nicknamed Nikochu にこちゅう or Nikorun にこるん blog twitter) is currently the face of Popteen and her fame is rising. Even though she just turned 18, she’s also got a very big variety tv show gig, you’ll often see her on group panels. She’s half. Her father is Russian and Polish and her mother is Japanese. Nikorun started modeling for Nicola in 2009 after passing a heavily contested model audition. She modeled for Nicola from 2009 to 2014 as a senzoku (専属) or paid exclusive model. In 2014 she moved over to Popteen as their senzoku model and has graced a ton of covers.

She’s got a divisive personality. With people thinking she’s cute or dumb. Nicole Fujita often says some ditzy things, but her fans think she’s just being playful. She pretty much makes news everyday on modelspress. She just graduated from a high school for talent that requires only a few classes a week.

I’m a fan because she’s got such cute cheeks. I love full cheeks.  I’m simple.

collabo-mignon-nicole-fujita-purikura-nicorun collabo-mignon-nicole-fujita-purikura

This is how the purikura collab with Nicole Fujita works. I don’t know if it’s cute or creepy that you get to pose with Nikochu. Get your stalker shot with Nikochu March 12th to April 15th then it will be a new person or character.

Purikura evolving once again.  :hearts3: Finally purikura in Shibuya 109!

 Shibuya 109 other news

 

shibuya109-spring-2016-sadness

I tweeted about this earlier, but this Shibuya 109 for Spring needs to be talked about. Those are some sad ass people in some meh clothes. Shibuya 109 I’m happy you got rid of your weird pageant looking white model, but still…

new-to-shibuya109

The only other new store to talk about is BAD Store. The Sanrio and Wego stores are just replacing stores that sold Sanrio and Wego goods.

New Neogal BAD Store

http://badstore.jp/shop/html/

BAD Store stands for “B’klyn All Day” Store and it’s a new Neogal street store. It was created by DJ Amo (blog) and won the Shibuya 109 stage contest.

DJ Amo lived in Hawaii for 6 years and got into DJing there. She started to DJ in Japan in 2011. In 2013 she became a regular to DJ at Club KT in Shibuya 109 (Now the Sanrio Vivitix store). DJ Amo was in the #N Neogal magazine, you can find her in the scans.

BAD STORE Spring Summer Looks

bad-store-dj-amo-2 bad store shibuya 109 dj amo> bad-store-dj-amo-shirt bad-store-dj-amo-live bad store dj amo neogal style bad-store-neogalbad-store-dj-amo-audrey

Some basics but I do want the Audrey sweat. Although this is a Spring/Summer collection there’s a lot of sweatshirts and heavy things. This feels more street influenced than Fig & Viper and should get a lot of different types to purchase. It also reminds me a little of Ora Ora style.

 

Here’s the video for their Spring Summer collection

 

With Fig & Viper quietly shutting stores, they’re down to only three, no thanks in part to Alisa Ueno not really repping it as much and a few weak collections. I do wonder how much of the Neogal movement is still firing. Although I think BAD Store by DJ Amo seems to be a more street style store and wearable for a lot of styles.

Is DJ Amo and Bad Store the new face of Neogal?

 

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:

Neogal has created a lot of press lately and the word seems to have grown from just a double page spread in Vivi magazine to a full fledged style tribe. English language anything-Asian site Kotaku even decided to report about the Neogal trend (based on a Japanese tv program MezamashiTV).

I’m going to link and talk about all the press that Neogal has gotten and break down what the style is considered by many different sources and then talk about what’s up with gyaru.

 

neogal-2

NeoGal lover interviewed on MezamashiTV

Fig and Viper Producer Neogal Talk #1

Fig & Viper producer Alisa Ueno has even taken to English to describe Neogal, but her thoughts seem to very much be changing.

neogal-explanation

Alisa explaining NeoGal on MezamashiTV

Her first response via tumblr a month ago was this:

haha ive never said “I’m a neogal” and stuff tho. lol this word is from one of the article in ViVi magazine.
who cares about the differences or something w gal culture?
i was a gyaru when i was teenager
and i dont think neogal is gyaru. so you guys are right. its just using the same word “gal”, but just mezamashi TV broadcasted gal has shifted neogal. but its wrong.lol (shh..;p)

anyways, what i just can say is… whatever ! lol
but theres no culture in tokyo/jp right now so i just wanna set japan alight through fashion and culture. cuz we have olympic in 7 yrs?idk lol
other japanese as well.
so TV and magazine want some topic or news of tokyo young/youth culture thats why everyone focuses on neogal.

And since then she’s decided to tag most of her outfits as #neogal and spread the word. So… she’s now calling herself neogal.

Fig and Viper Producer Alisa Ueno’s NeoGal Talk and Interview #2

vpp6go0st2wkifjvkh4j

She’s recently given an interview with Fashion Collection Tokyo that’s two parts that they’ve translated into English. You can read part one and part two here.

Her recent feelings on the Neogal in the interview are here

Neo-Gal was born instead of Gal? What do you think?
I don’t think so, actually the number of Gal is decreasing, but just it, Neo-Gal was born from Neo-Gal, Gal was born from Gal, so totally different.

Your friend, Ayano Sasaki, who is the director of EVRIS, is also called Neo-Gal. Have you ever talked about Neo-Gal with her?
No, because we don’t think we are Neo-Gal. I think she isn’t aware that she is a Neo-Gal. We know that we are called Neo-Gal, but we have totally different style, so we don’t know Neo-Gal is what. In common, I, Ayano, Natsumi Saito and GYDA(a fashion brand) is called Neo-Gal, if I you ask me, we may be inspired by fashion overseas.

…but she tags it? I just don’t know. I think she’s been contradictory.

Since a style tribe is not just one person or usually even one brand Style Arena steps in…

 

Style Arena names NeoGal a New Tribe

neogal-stylearena-street-style

Other than Alisa, the best street fashion site in Japan, Style Arena, has decided to report on NeoGal as a new tribe.

Style Arena always does a clear, concise job on reporting on new street fashion in Japan and I think their description of Neogal is quite good mainly because they have nothing to gain or lose by discussing it.

Talking to actual Neo Gyarus, it seems they were Ko-Gyarus (little Gyarus) in high school and they naturally progressed to this present style by wearing clothes and make-up they liked after graduating. Major sources of Neo Gyaru fashion information include fashion producer blogs and overseas collections. Neo Gyarus immediately want to buy items that they take a liking to so Internet shopping is popular. There are no particular themes in this fashion. It is possible to incorporate whatever clothing you prefer whether it is second-hand or luxury brand name clothing. Highlights are a popular hair style with many Neo Gyarus coloring only the tips of their hair with hair chalk.

So a key for Neogals is many of them had the foundation of gyaru. Alisa Ueno and Ayano Sasaki (Evris Producer) as well as Yuria Kushido (Gyda Producer) all were gyaru.

alisa-2010-neogal-before

Alisa Ueno from 2010

alisaueno-2011

Alisa Ueno from 2011

Both pretty damn gal. (taken from her ameblo)

So she like the girls and brands she mentioned she considered NeoGal all have had a foundation of gyaru.

 

Popteen and Gal History now Neogal

Popteen has recently put out a history of gyaru and they’ve decided to make 2013-2014 the year of both NeoGal and “Sweet Baby Color Girly Style” aka Larme-kei.

popteen-neogal

So Popteen calls out NeoGal as a gyaru progression and maybe one of the trends in Gyaru.

Random fact: former lady models are often called OG models. OB/OldBoy is common in Japanese slang for OB former of a sports team or magazine, but OG is OldGal. Alisa’s 24 and she’s an OG.  :lolpastel:

 

 Final thoughts.

I side more with Style Arena’s point of view than anyone. It’s a new tribe full of former gyaru who want to mix style up yet with modern twists. I do not think Neogal is Gyaru’s new form as Popteen suggests, but I think it’s a bit superficial to ignore its connection with gal. Especially since it most if not all lovers of Neogal were into gyaru.

I don’t think NeoGal is killing gyaru. It’s a popular style but a loose one, if you count Evris, Gyda and Fig and Viper as the stores it’s barely 10 stores across Japan. If Fig and Viper are the chief operators of Neogal it only has 6 stores and they’re in Tokyo, Osaka and Kanazawa. That’s not a takeover. Gyda itself had to die off once in Shibuya 109 and then come back. Evris only has 2 stores in Tokyo.

Neogal is frankly too new. Alisa’s concept of Fig & Viper has changed wildly throughout it’s short four year history. It started out as oneegyaru overseas brand (example), moved to a colorful “blogger” look (see the Fig and Viper shop staff from 2012) and now it’s a bright crazy one.

 

I stick by what I always feel has been killing gyaru.

:bow: Over mori, nails/hair/everything went too over the top and impossible to maintain. Tanning died. Even if you like it, the over mori people who kept up with it all started looking the same. Outrageous yet a bit boring.

:bow: The boom of 2007-2009 in gyaru created gyaru but many of them naturally calmed from that era and are moving towards something else. That can be Neogal, but it’s also mega popular Onee gyaru, Mode, or Street casual like Sly. Again all of the other choices than Neogal have many more stores and followers.

:bow: The growth of oraora, it’s a way to rebel without as much flashiness. No to mention Ora Ora and psy-trance (saike) go hand in hand which allows people to congregate at raves and music events without the problems of Shibuya.

:bow: The K-Pop boom is crazy in Japan as well as AKB48. The new highschoolers who could pick an aging Ayu or older Koda Kumi instead are going with the youth and fun of K-Pop and AKB48. Both which don’t promote gyaru.

:bow: Brands were too quick to change their individual style to promote the new hot trend. Soon mode clothing was at every store not just Emoda and Murua and brands started looking the same, Lip Service and Egoist now look like Murua. It ruins brand loyalty and individuality. The sweet dolly boom has created a lot of watered down Liz Lisa, Ank Rouge types like Adree, Secret Honey, recently bankrupted Ricori and more.

:bow: Shibuya has been dying since 2008. Dying because of the asshole fake policemen harassing gyaru since 2008. The popular Center-gai McDonalds closed early. Dancing was banned and clubs shrank. There became much less safe-space gathering places for lots of gyaru. Again and again older gyaru lament how Shibuya has died and keep saying “let’s go back” but without any real game plan or safe space.

…and a lot of other reasons. The growth of foreign fast fashion brands in Japan, the on-line discount brands like Yumetenbo and Galstar, the lack of new original models etc… It’s so multi-faceted.

 

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

gyaru popteen cafe in lalaport chiba

Popteen Cafe (ポップティーンカフェ) is a partnership with the super popular dessert chain Sweets Paradise (スイーツパラダイス).  Sweets Paradise is an all you can eat system (tabehoudai) that specializes in desserts, but has sandwiches, salads and pasta as well. There’s only one and it’s all the way in Chiba LalaPort, which is about an hour and a half from Shibuya. Alice, Lucie and I went to see what the hype was about and stuff our faces with sugar.

Popteen Cafe in Chiba LalaPort Mall (site). Middle schoolers and up 1,280 yen for 70 minutes. Uniforms are designed by former Popteen model Okarie’s Ank Rouge brand.

sweets paradise in lalaport chiba

sweets paradise popteen magazine cafe in lalaport chiba

OLYMPUS DIGITAL CAMERA

OLYMPUS DIGITAL CAMERA

gyaru cafe in lalaport chiba

gyaru cafe in lalaport chiba

gyaru cafe in lalaport chiba

OLYMPUS DIGITAL CAMERA

gyaru cafe in lalaport chiba

gyaru popteen cafe in lalaport chiba

OLYMPUS DIGITAL CAMERA OLYMPUS DIGITAL CAMERA

gyaru cafe in lalaport chiba

popteenspecialmenu

Their selling point is crepes and pancakes. Pancakes are such an extreme food boom in Japan right now. New pancake places pop-up everyday! Aren’t their special pancakes quite a site? I was full but had to still get one. I especially enjoyed the milk tea, that’s special to this Sweets Paradise location and a big boom among teens.

It was tasty and I was glad to say I went, but an hour and a half away was a long way to go for cute pancakes.  :sweatbubble:

Want more? Video of the grand opening event  and blogged about on Cupcake-Gal

popteen magazine

Popteen Magazine has a different take on a recent debate. There’s been a lot of talk on tumblr and in the comments on this blog and via twitter that streetstyle has really taken over and is diluting gyaru. My response to that is yes and no (more on this next week).

But it ignores one of the biggest pieces of gyaru style and one of the most popular: Sweet Gyaru or….

what Popteen Magazine is calling 清楚な女のコ Seiso na Onna no Ko or Polished Girl 

It directly translates as “Neat and Clean Girl” but I think Polished Girl is a better translation because they say: Everyone aims to not look too Gal, and to not be plain but to have a Neat and Clean aura.

To me this translates best as polished, but up to you. I’ll be sticking probably with Seiso Gyaru to keep it in tune with Japanese magazines….

 

popteen-coordinate-ranking

Popteen is going the Sweet Casual  Gyaru way because it’s what their readers want. The last 4 months of surveys have been sweet or simple coordinates that have won best coordinate from their readers.

So when you complain why a magazine is going in a certain direction, Popteen says it’s what the people want. They say readers want to look more polished in make-up and fashion.

In order to focus more on this style Popteen is bringing in 4 brands that it usual doesn’t have in their magazine.

Four new brands to Popteen for the age of Polished Girl

sweetgyaru-lowrysfarm-popteen

Lowry’s Farm (site) which soon you’ll see a lot of shop staff snaps on the Doll from because I was buying from them in May.

sweetgyaru-niceclaup-popteen

Their stying of Nice Claup (site) reminds me of a more adult Ank Rouge or Tralala.

popteen-sweetgyaru-earthmusic

Earth, Music & Ecology (site) is a very big popular casual adult brand. I love the top cowboys boots coordinate. It reminds me on Ungrid or Liz Lisa from 3 years ago.

View Post