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Tokyo fashion vibes: views from ladies in Daikanyama and Jiyugaoka

Tokyo fashion vibes: views from ladies in Daikanyama and Jiyugaoka

Michel Lebon and Lee Jay Walker

Modern Tokyo Times

Fashion in Tokyo is amazing and this survey applies to the areas of Daikanyama and Jiyugaoka. If you don’t know these areas then both places are extremely fashionable and you have many lovely boutiques. Also, the survey conducted is based on the age group of 18 to 30 and was taken at random.

Ladies involved in the survey all adore fashion and take great care about their style and image. However, the results are obviously limited because information collected came from 50 ladies and you must take into account the districts of Daikanyama and Jiyugaoka. Equally important, is the fact that each individual female was fashionable and this applies to mainstream fashion, independent but chic styles, and within the age group of 18 to 30.

If the same survey was taken in extremely exclusive fashion areas like Aoyama or questions were given to ladies who adore kawaii style clothing, then clearly the outcome would be very different. However, Daikanyama and Jiyugaoka represent extremely fashionable areas which are famous for elegance and modern styles. Also, both places are popular in Tokyo because you have an abundance of lovely boutiques and a nice elegant feel about these two trendy areas.

Before focusing on clothing styles it was interesting that the question related to “favorite hair salon” produced the biggest winner when it came to popularity. This applies to the fact that Shima was selected by 10% of all ladies interviewed. Therefore, it is clear that Shima is hitting the right note for fashionable young ladies in Tokyo.

The question related to favorite shop and brand was extremely varied. However, while the majority of ladies selected a single favorite shop others mentioned their number one department store. Noticeable winners in the department store area were Marui, Lumine, and Isetan. Shibuya 109 and Harajuku Laforet were also selected and both places are icons within the trendy scene in Tokyo for younger ladies. However, Marui, Lumine, and Isetan, were selected many times and what was also noticeable is that four individuals selected both Lumine and Marui. Therefore, from this short survey it would appear that many young ladies see many familiar aspects about both stores which are extremely fashionable and highly respected.

Mercury Duo, Zara, Snidel, Topshop, Beams, Laguna Moon, Spick and Span, Ingni, Lowry’s Farm and G.V.G.V., were selected several times with regards to favorite shop and favorite brand. Overall, Mercury Duo was mentioned the most but it was very close and many other companies were selected. This applies to Forever 21, H & M, Gucci, Deicy, Louis Vuitton, Ships, Egoist, Jupiter, Polo Ralph Lauren, United Arrows, John Lawrence Sullivan, Liz Lisa, Sly, Free’s Shop, Stella McCartney, Osmosis, Journal Standard, Adam et Rope, Loungedress, Earth Music & Ecology, Lip Service, Smacky Glam (SmackyGlam), D’issy, Urban Research, Sister, Dazzlin, Miu Miu, Ryza, Jill Stuart, Jeffrey Campbell, Vivienne Westwood, A.P.C., Toga, Frayi D, Rosso, and a few others.

When it came to what people were wearing on the day then in the boots and shoes section, it was noticeable that Esperanza was highlighted four times by ladies in boots. Therefore, for four individuals to be dressed in these products from Esperanza does highlight that this company is popular and highly liked. Zara was also highlighted by two individuals.  However, overall apart from Esperanza being highlighted the most and Zara doing well, this area was extremely diverse and all the other companies mentioned were only stated once.

Dresses, blouses, and sweaters were put in the same category with regards to what ladies were dressed in on the day of the questions. Therefore, this section was simply the top half and companies that did well were Mercury Duo, Topshop, Dazzlin, Zara, Ingni, Earth Music & Ecology and Spick and Span. Other individual named companies that ladies were dressed in on the day applies to Ships, Kastane, Forever 21, Vivienne Westwood, Little New York, Double Standard Clothing, Beams, Tomorrowland, Polo Ralph Lauren, SmackGlam, Drawer, Free’s Mart, Spiral Girl, Moussy, Miel Crishunant, Ciaopanic, Loungedress, Jonathan Saunders, Lip Service, Laguna Moon, D’issy, and Yecca Vecca.

Once more, it is clear that ladies fashion in Daikanyama and Jiyugaoka is extremely diverse because boutiques mentioned were very varied. When it came to bags the same applied but Gucci, Louis Vuitton, Miu Miu, Yves Saint Lauren, Coach and Egoist were being used by several ladies on the day. Also, it would appear that exclusive bags are seen to be important for many young ladies and that many individuals are willing to pay more for this fashion item. Other companies mentioned include Wego, Forever 21, Loungedress, Celine, United Bamboo, Cher, Carlife, Titty & Co., Mark Jacobs, United Arrows, Samantha Vega, Tory Burch, Diesel, Ozoc, and Lowry’s Farm.

Questions related to music were also fascinating because it was evenly balanced between J-pop and Western music but K-pop was selected to be the favorite style by around 10% of all females asked. Therefore, it is clear that South Korean music is making inroads in Japan.

The findings may be limited to 50 individual Japanese ladies but some patterns can be seen. This notably applies to the diverse nature of fashion in Tokyo and that many ladies still take pride in their luxury bag. Also, Shima was popular when it came to hair salons and Esperanza was highlighted when it came to boots.

Overall, the streets of Daikanyama and Jiyugaoka highlight the competitiveness of fashion in Tokyo and that ladies have an abundance of stunning boutiques to pick from. – Many lovely images by Style Arena

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Posted by on December 12, 2011 in Japan


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Tokyo fashion: Lumine 2 and department stores in Shinjuku

Tokyo fashion: Lumine 2 and department stores in Shinjuku

Sarah Deschamps and Lee Jay Walker

Modern Tokyo Times


Lumine is a lovely company which caters for high quality fashion and certainly this company understands the market in Japan. Time after time when you visit different Lumine stores you are guaranteed to find exquisite boutiques, a lovely layout, nice ambience and sophistication. Therefore, amidst the hustle and bustle of dynamic Shinjuku you have Lumine 2 and other Lumine stores. However, this article is just focused on Lumine 2 and giving details about other famous fashion department stores in Shinjuku.

Shinjuku itself is blessed with so many fantastic department stores and stylish boutiques which cater for many different styles of fashion. At all times Shinjuku is awash with people and the atmosphere is electric for fashion lovers but at times it can be too hectic for others. Despite this, if you are a lover of fashion then the choice is amazing and Tokyoites and tourists flock to Shinjuku in vast numbers every day.

Major department stores in Shinjuku and Nishi Shinjuku include Lumine, Isetan, Marui, Keio, Mitsukoshi ALCOTT, Odakyu, Takashimaya and Mylord. Each quality department store provides exquisite fashion and visiting Takashimaya is a real eye opener to the elegance of fashion in Tokyo. However, for younger ladies then Lumine and other department stores like Isetan and Marui One are also extremely popular.

Mylord is part of the Odakyu group and provides a nice contrast with the main Odakyu store. Meanwhile Mitsukoshi ALCOTT and Keio have their own strong powerbase and collectively the fashion stores all add to a vibrant fashion zone. Therefore, fashion is clearly potent in Shinjuku and you can feel the raw energy of this famous part of Tokyo.

Also, if you want to feel the vibe of unique styles which makes the alternative fashion scene tick in Tokyo, then Marui One is a must. This department store took a more risky approach by focusing on “underground fashion” and the “unique vibes of Tokyo and Osaka.” Therefore, for fashion lovers who want to see unique styles and feel the buzz of Tokyo, then Marui One provides many lovely styles.

This applies to fantasy fashion, romantic designs, modern kimono, Gothic Lolita, Sweet Lolita, dreamy fashion, casual styles, visual kei, and other amazing trends. Therefore, Marui One is like “a mirror” of parts of Harajuku and this store is internationally famous. Marui have many different stores in Shinjuku but Mauri One stands out because of its individualism.  

Turning back to Lumine 2 then this elegant department store is blessed with exquisite boutiques and the atmosphere is always refined. Lumine 2 like all Lumine stores is based on providing boutiques which highlight elegance, current trends, gracefulness and extremely high quality products.

In Lumine 2 you have so many exquisite boutiques and on the second floor alone you have many fabulous fashion stores catering for ladies. This applies to Snidel, Banner Barrett, Jewel Changes, Samantha Thavasa, Grappe Bannister (Abahouse), United Arrows, Spick and Span (FRAMeWORK), Adam et Rope, Aquagirl, LANVIN en Bleu, Moroko Bar, Anteprima/Misto, Jill Stuart, Stunning Lure, KariAng Park, Fray I.D, Borny, Blondy, Peach John The Store (lingerie), RYZA, and several other lovely boutiques and cosmetic stores.

Spick and Span (FRAMeWORK) sums up the second floor well because this lovely boutique gives you a taste of the sheer quality provided within Lumine 2. Also, exquisite designs of bags by Samantha Thavasa and Anteprima/Misto are extremely appealing and the contrasting styles highlight the richness of the entire floor.

The second floor is the largest area for fashion but you also have stylish boutiques on other floors and it is important to look around and take your time. Therefore, on the third floor you will find a nice mix of ladies and men fashion and this applies to Urban Research, Nano Universe, Alfredo Bannister, and a few more boutiques.

The fourth floor is also mixed fashion for men and women and you have lovely boutiques which include Nombre Impair, Casbah, Beaver, Liptional, Journal Standard Relume, and Par ICI Klassisk. Also, you have other stores selling different products or a mixture of goods like Sunday Brunch Zakka (ladies fashion accessories), Raguel (ladies fashion accessories) and several other stores.

Overall, Lumine 2 is a fantastic shopping experience and if you want to see exquisite fashion in the heart of Shinjuku then you can’t go wrong by visiting this amazing department store.


SELECTION OF STORES IN LUMINE 2  Spick and Span official blog

DEPARTMENT STORES  Marui Online Shop  Takashimaya  Keio Department Store  Odakyu Department Store and Tourist Information  Mylord    Information about Shinjuku  Isetan  


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Posted by on November 8, 2011 in Japan


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