Datura (ダチュラ) is a latin name for a species of angel’s trumpet or in our case Datura is a species of fabulous Oneegyaru brand. Produced/Directed by Riena Komatsu (小松玲奈) (twitter | ameblo). They have 8 shops in Japan including one in Shibuya 109.

Currently the Datura look is situated around “ゆるエロ” Yuru Ero or loose sexy.

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Reina Komatsu herself is showing it in a set of sexy selfies.

Traditionally in Japan the neck and shoulders are th0ught of as very sexy (the unpainted neck of a geisha). Datura is running with this offering clothes that just want to fall off the shoulders. Or offer beautiful back details.

Datura’s Riena Komatsu showing off the Winter Looks

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More shots to view on their webstore here.

It’s shockingly a comfortable look. Big chubby knits that you can snuggle into. Silky tops that feel cool against your skin. All skirts and shorts with elastic. Except for the heels there’s not a lot of discomfort in Datura. There’s also a lot of emphasis on back details which I love. I know in the selfie couture of life back details mean nothing, but in our daily runway life back details always look awesome!

Datura’s Easy Mix System

The brand has a very mix-and-match styling option. It’s easy to throw a chubby knit over a tight onepiece. Or mix that silky blouse with a layered skirt.

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I picked a few items from Datura to show just how easy 6 items will make you a ton of outfits.

Some examples: Knit + dress. Knit + blouse + skirt. Dress + Skirt + Coat. You could make a week’s work of outfits from 6 items.

Bonus four of those items could work into Spring: dress, skirt, blouse, shorts.

Check out the shop staff below to see some of these items in action.

I actually bought that sweater and the blouse. I really want those pearl detail shorts now. :smiley:

Datura x Larme & AneAgeha

Little did I think the two magazines would fit a brand together, but Datura is advertising in both. Particularly AneAgeha and Sakurina. However they are trying to get into the Larme look.

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I was shocked at the Nagoya Passe location to see Larme’s Risa.

But inside the current issue of Larme 13 there is only a one page spread that is more of an ad for the Datura coat she is wearing. Of course if Datura spends more money inside Larme magazine, we’ll see more coordinates. That’s how magazines work.

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But of course the renewed Ane Ageha is where DaTura and sister brand Delyle Noir’s key audience is.

A multiple page spread all about the brand.

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Because I love Datura.

Their “Darling” Knits are God.

Gotta agree. They’re so comfortable. I wore mine one day in Japan and thought about going to a Datura store that and seeing what other one I wanted because it was so comfortable and the loose style kept cold air flowing when needed to cool off.

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Their prints are spot on!

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There’s no wrong way to wear their coats.

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Their watches are easy to style.

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And Datura showed up in their hair section.

Datura Nagoya Passe Shop Staff Snap

I finally went into Datura in Nagoya Passe (previous posts). I had passed by it in the new Osaka Umeda OPA and saw this super cute sweater on the mannequin which piqued my interest.

My salesperson was super nice and also funny. She almost said no to having her photograph taken because she said she didn’t spend much time on herself that day. Personally I think it’s great to see because you can see how casual and young Datura can look contrasted with Riena Komatsu’s polished adult style.

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I actually bought the sweater she’s wearing. You can see it above in the capsule collection as well as the pearl shorts she’s in. The loose bow in the back is super cute casual or can be puffed up.

On the first picture if you look for it you can see a cute gold charm on the sweater. It says the brand and it’s removable for washing. I thought it was such a cute touch. I’m really ready for Texas to get cold again so I can wear it more!

As I’ve said before a lot of gyaru types are suffering, but Oneegyaru seems to be holding strong. The brand’s price point is about 1,000 yen cheaper per item than Rienda but the quality is still quite good. They’ve already sold out of many items but I really checking out the brand if you’re into Onee. Several shop staff blog about their new arrivals. You can check out all the Blanc Closet brand bloggers here.

I’m really excited to see what they’ll do this Spring. Expect more posts on this brand if it was anything like Winter!

Looking for more shop staff snaps? Stay tuned and view over 100 previous shop staff

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This week I’m breaking down gyaru trends starting with the more streetstyle and rock Japanese gyaru brands: Jouetie, Glad News, 3rd by Vanquish and Fig & Viper. As usual trends are bolded for you lazy people. No photos are my own, all gleaned from various ameblos. I’m just the compiler!

Jouetie

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Beanies from last winter are continuing. Plaid which is an old faithful is being reworked by all brands. Long coats & jackets are currently a mini-trend but may grow. Straight-across shredded denim is the most popular denim style this season.

fall2013-gyaru-joeutie-quilting-setupQuilting in different styles will be a big trend. Also set-ups (matching top & bottom) is the big trend that will go across all style types.

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More straight across shredded denim.

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