Since I hadn’t shown the Murua catalog, but shown the Emoda catalog take a look at some great catalog shots. So much fun attitude in these! :up: I also discovered some staff blogs for all Murua stores so let’s dig in to tons of lovely pics :hearts2:

Now Murua can be considered Oneegyaru (お姉ギャル), it’s a brand that appeals to those older gals. The types of gals who shop at Sly, Moussy, snidel, Mercury Duo, Egoist, Golds 81 and Duras. Murua gets coverage in SCawaii, Blenda, Nuts and Jelly which appeal to older gals. These kind of gals are most found on 6th floor of 109 that houses Moussy and Duras. However, they’re also found at Marui, Marui Jam and Lumine EST in Shinjuku.

Murua details:
katakana: ムルーア
number of stores: 13 (already!!)
stores in Tokyo: Marui Jam Shibuya B1F, Ikebukuro Parco B1f, Lumine EST Shinjuku B1F
producer: Momoko Ogihara 荻原 桃子
this season’s concept: “Charming Girl” Sometimes sweet, sometimes cool, this girl is able to change depending on her mood.
random facts:
1. Their offices are located in Osaka. Which is pretty rare for any fashion brand.
2. They are owned by a conglomerate which also runs Emoda, Dazzlin’, Mercury Duo, Laguna Moon and Han Ahn Soon.

Shots from their Spring Summer 2010 Catalog. All shots can be found on their website. :stars:

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This week as I mentioned The Doll is all about Mode style.

:star2: Mode Inspired Make-up
:star2: Introducing Mode Gyaru
:star2: Mode style booms
:star2: Mode Hair how-tos
:star2: Lip Service 109 to Overseas
:star2: Trendwatching: Dots & Stripes
:star2: Mode make-up 2: The smoky gyaru eye

What is Mode? Let’s start with a definition, although I argue about mekas quite a bit. I think they did a good definition so I’m using their definition from here :

mohdo (mode)モード – The Japanese term for “high fashion” — with the emphasis on challenging designer brands and not casual wear or traditional. From the French “mode.”

I’ll add to that and say Mode Gyaru focuses on sleek lines, interesting cuts, bold patterns, conforming to or changing the body shape to make dramatic silhouettes.

Recently my article on Mori Gyaru has created quite a debate in the gal_style live journal community and the morigirls live journal community. I finally read through both and really appreciate ALL the opinions Mori Gyaru stirred. I will have to say, I side with the dissenting view that it will not be a new style. Although not for any of the reasons listed in the debates.

It’s a really about SALES! There’s no Mori Gyaru brand, and until there is it’s just some made up words from a magazine editor’s dream. Like how Ethnic is the new Boho. Or how the long term Dolly-kei Sweet-kei trend is now just mainstream lace and florals.

HOWEVER!!!!! Mode has several of its own brands! Maybe once it was a made up dream in some editor’s head after looking at some runway show, but now it’s a style. It has not one, but several brands who are MODE to their core.

Emoda (left) Murua (right)

Brands love MODE

Mode Only brands:
:star2: EMODA
:star2: MURUA
:star2: Gimlet

Brands who have attached onto Mode:
:star2: Gilfy
:star2: Egoist
:star2: Lip Service
:star2: Duras
:star2: Delyle

New brands are taking on a trend, 3 out of the 5 new brands for Spring 2010 are MODE based (Minirdees and Miia are the other two new gal brands). While the older scions of gal are helping popularize it more. Some of the most famous gal stores are loving Mode Gyaru, so it’s time we all paid attention. :!:

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Delyle came out earlier this Spring with the same cosmetic prints and skirts, and they were looking depressing for the season. It was obvious they weren’t leading the trends so when they started massive sales during Golden Week I wasn’t too surprised. :depressed: They have however turned the corner and are making adorable collections that suit trends, but stay true to their look.

Now I have to say this is BY FAR their cutest collection. DELYLE PETIT for KIDS :hearts3:

How cute is their little kid model! DAWWW adorable!!

I really like how Delyle kept with clothes they’re currently selling, but made them kid friendly. I know Gyaru Gaki pointed out these Mars-esque clothes for children like gal mamas were training their kids to be hos, but this is just so cute. I know when I was a kid I would’ve been really happy to wear these girly clothes.

Their little kid bag gets me. So cute!

But they’re also improved their adult line as well :stepup:

Delyle Collaborations

First they’re doing an Audrey Hepburn collab

Breakfast at Tiffany’s and My Fair Lady!! EEeee my two favorite Audrey movies :cheery:

This is just such a perfect collaboration for them and keeps their PARIS CHIC theme alive!

They also decided on a Delyle x Minnie Mouse collaboration.

While I love the Audrey collection more, I like how they only chose Minnie to keep their collab more girly and suited to their brand.

Their tshirts are priced quite well at 3150 yen (around $34.00). :sparkle2:

Delyle and Trends

Delyle decides to follow the Marine Trend which is emerging the second side of Spring, and they’re doing it in a classy way. I really love the 3rd look. I think I might buy that short jacket and skirt.

They’re also choosing to do the denim trend with girly touches. I love the black lining on the skirt, which is a Delyle touch :up:

Too much cute items, and they’re all still available on their website. They’ve also started using TENSO which is a shipping  service. Their rates seem to be really good, and you order on your own. Apparently they give you a Japanese shipping address and you get to buy without having to tell anyone. :-D

I think I’ll try them for my Delyle order, their items are too cute to pass up :oops:

Do you love Delyle’s new pieces, or are you needing more floral or tiedye? :sparkle2:

Finally the tides are slowly changing away from the ultra girly Spring. Behind the loads of floral print, lace and cancan hats lies more adult trends. Mode is really surging this summer and with it tie dye. Adult is finding Pucci better than switching their style to little girl prints.

So my rule for trend spotting is

:sparkle2: see it once: it’s a fluke
:sparkle2: see it twice: it’s copycatting
:sparkle2: see it thrice: IT’S A TREND! :wink:

Tie Dye

My first exposure to tiedye this Spring was the WC onesie.

Super cute with a nice feminine neckline.

Then I saw this Days of Freedom one. Separated at birth anyone…? :roll:

Now this could just be copycatting, but when searching for more tie dye I ran into so much clothing.

This trend is rising for a few reasons: it goes with the natural ethnic trend, it’s bold for more adult looks, it’s a changeable print that suits hippie and mode items alike. :sparkle2:

Take Gimlet’s takes on TIE DYE to see it work with gyaru clothing.

A playful, bright onesie fits the simple Spring.

In rows tie dye creates a very Ethnic Gyaru look.

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