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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As I’ve said many times before, Gilfy is insanely popular. I love it so much I did a whole week on the Doll all about Gilfy

1. Gilfy, ReDark & Backs history and style
2. The staff-chans of Gilfy
3. Gilfy nails and make-up
4. Spring for Gilfy, 06 by Gilfy and Backs
5. Gilfy coordinates from real gals
6. Gilfy 109 to overseas

Gilfy is popular enough to release a BOOK of styles for the season. Which they’ve done for several years. Popular stores in Japan including gal stores such as Cecil McBee, Moussy and Gilfy put out MOOKs which you can buy at a bookstore or conbini. A MOOK is their season’s lookbook.They come with small clothing items to get you to buy the book. Cecil McBee’s Fall 09 came with a scarf, Moussy’s Fall 09 one came with a make-up bag.

Like Moussy and Cecil McBee, Gilfy’s MOOK used to be all-inclusive. Meaning anything coming out that season, baring special releases you’d see in the MOOK. Now that’s not so much the story, but hey you get a cute bag and hat :sparkle2:

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Site note: Trying to be more active on twitter and posting mostly doll-related things. Like the last 24 hrs about:  Romihi’s new pink hair, more pics of love hotels, and Spring dresses from Golds Infinity. Follow here on miss_mitsu

    This is part of Gilfy week.

  • Gilfy History and Style
  • The staff-chans of Gilfy
  • What is Gilfy make and nails?
  • Spring style for Gilfy
  • Gilfy and Backs 109 to Overseas
  • Gilfy / ReDark Catalog 2008
  • Daily Mitsu – Gilfy edition, Gilfy of old

I know this might be a case of Mitsu repeating herself, but looking at the staff-chans of a brand they are the direct face of a brand and they’re a great way to see how to put together a look within a brand or style.

Staff-chans are simply workers a store hires to ring up purchases and hang up merchandise, but it goes deeper than that. They are hired for their attractiveness, how well their look matches a brand and how well they coordinate looks. Managers might go after a girl with extreme roots or other unsightly body care.

When you see so many staff-chans you can see how diverse a brand can be interpreted as. Not only clothing; pay attention to accessories, hairstyle, bare legs or leggings etc… when looking at these girls.

All of the Osaka Gilfy staff getting together for New Years sales

More of the Osaka Gilfy staff (my girl from the hair talk bottom left)

The charisma-staff of Gilfy. Works sometimes at 109 also has her own Gilfy-approved blog.

Nagoya staff-chan

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Just this bast week Glitter decided to put out Shibuya 109 English Guidebook. The thing is… it’s all in English! To make it worse, it’s distributed everywhere. From bookstores to conbinis. (edited cus I went ranty) But why in the world was it created and distrubuted? It’s not like English speaking loving gals are in the tons in Japan. We’re a tiny group!! I know Japanese love shirts with English sayings on them, but not a whole damned magazine! Its target audience is overseas, yet it’s filling the Tokyo area >_< WTF

The magazine itself is produced by Glitter, and continously gives off the impression of a Japanese magazine trying to look like a Western magazine. White backgrounds? Celeb cover? White models (who often look more frightening than gal)? It constantly misses the mark for me. It’s neither an English style mag nor a good laid out Japanese magazine.

It also has a two page spread on underwear. Western women tend to have larger frames and often grow breasts quicker and uhhh larger than Japanese women. A C cup would be impossible in those stores, which is a common bra size for Western women. Personally at 34D I’m seen as a freak of nature by Japanese standards. Japanese bras are just not a selling point for half or more of Western women >_<

…however it has many good points, beyond the pitfalls it steps into


Two page history of 109 and somewhat of gal
It brushes over some aspects and spikes of yester-gal times, but it does give a sense of history. Personally I didn’t know there was a competition in 2004 to bring new designers to the forefront of 109, and that one of my perennial favorites, Gilfy, won it!

Five pages of mostly shop-staff in currently in-store looks
Maybe I am biased because my two favorite shop staff: One*spo’s Kie-chan and Lip Service’s Mai-chan are in it. Aren’t they cute! Their personalities are just as cute. They are everyday gals dressed in the shop’s most current looks. Egg’s street snaps are often month’s old or showing only 1 or 2 shopstaff.

(see both below)

The rest of the magazine doesn’t really show styling that seems gal, but the shop staff are great models of a store’s stylistic direction. Instead of catalogs featuring Hoshiaya or Tsubasa, these people for regular shoppers are the face of a brand.

Don’t get me wrong, while I think the gal styling is off on this and they went at this magazine the wrong way, there is still a ton of useful information in here for the beginner gal.

I am sure this mag will get scanned, but for now browse below or all 36 images in a handy zip filehere (cus I <3)

Styles of Covergirl Nicole Richie and their interpretations of her looks from gal shops.
I honestly am not a fan of this since it’s Westernizing gal not galifying Western looks, yanno ^_^;;.
her make frightens me (where’s GalMori when you need it?)
Age appropriate? Co&Lu is meant for 15-18 yr olds, she looks more adult than that <_<;;
Marine for Fall/Winter? Very summery >_<
These have been blended with black in stylings though >_< Not together!
The most current gal look in the magazine IMO, love the pop of color
My Kie-chan <333
Mai-chan <3!
Love this denim
Great JSG looks, love the metallic leggings
1/4 of the magazine is blocks like this by floor discussing their own brand.
Talk of all the new 8th floor stores
A nice touch for tourists