Brand Info: sugar doll (シュガードール)

 

Brand Info: sugar doll (シュガードール)

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Quick Info:
Active from- (by earliest search result) 2013-?
Official Website- None
Socials- None
Associated brands- None

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Brand Info: Ank Rouge (アンクルージュ)

 

Brand Info: Ank Rouge (アンクルージュ)

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Quick Info:
Active from- 2010-present
Official Website- ankrouge.jp
Socials- Twitter, blog, Instagram, Facebook
Associated brands- (sub-brand) Jamie Ank, (sister-brands) Cecil McBEE, STUNNING LURE, mellowneon, me roir, Deicy, Dolly Mew, BE RADIANCE, a.g.plus, rid.dle from (All owned by ESDARB CO. LTD (株式会社エスダーヴ), formally known as Japan Imagination CO. LTD).

    Hi everyone! Today we're talking about Ank Rouge! Ank Rouge was launched in 2010 by the same parent company as Cecil McBEE, with the fashion model and blogger Rie Matsuoka (松岡 りえ) as brand director. Later that year, they opened their first store on the 6th floor of Shibuya 109. In the early days, the brand said it was aiming for an "antique gal" style, which I think is referring to Himekaji and Shiro Gyarus from what I saw in this 2012 Popteen fashion show and magazines from the early 2010s. 

    There was a shift in the late 2010s from somewhere around 2015 to a more Larme/Girly Kei and retro style. You can still see their Himekaji roots in the 2015 collections, but I think the style is still distinctly different, with less florals and more cherries and strawberries. A lot of their more well-known pieces come from this period. I would associate this era with more of a Lolita style than Gyaru. This shift might have come from Rie Matsuoka's departure from Ank Rouge in 2016, along with the decline of the Gyaru style.

    Nowadays, Ank Rouge's style is more Jirai Kei and Ryousangata. But, they still use retro and vintage prints like their clothes from the 2010s, but with the Jirai silhouettes of their more recent stuff, like their 2025 April Cherry Berry Princess collection. 

    Here's all the stuff I read for this: FukuDB, Shibukei, Wikipedia, ESDARB, HEP FIVE, NIKKEI COMPASS, PR TIMES, ChatCast, The Name I Love, and Girls Women Info.

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Brand Info: COCOLULU (ココルル)

 

Brand Info: COCOLULU (ココルル)

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Quick Info:
Active from- 1998-2016
Official Website- Defunct, Wayback Machine archive 
Socials-(Fukuoka)Twitter, (Shibuya109)Twitter, (Men's)Twitter, (Niigata)blog, (Fukuoka)blog, Instagram,
Associated brands- COCOLULU's Men

Also known as- COCOLULU by CO&LU 

    Hi everyone! Today, we're discussing the Japanese brand COCOLULU. The brand was founded in 1998, with its first store opening on the 6th floor of the iconic J-fashion mall, Shibuya 109. It quickly gained popularity among Gyarus and was featured in influential gal magazines like *egg* and *Ranzuki*. 

    COCOLULU was frequently worn by Amekaji Gyarus and Loco Girls (ロコガール) due to its American influences and beach-themed motifs. The brand often utilized fluorescent colors, vibrant pop designs, and a casual, loose style in its clothing. In 2002, COCOLULU expanded by opening additional stores not only in Japan but also internationally, including locations in Hawaii and Taiwan. 

    Between 2003 and 2004, COCOLULU became known for its jeans featuring the brand name boldly written across the back. The design was popular among gals and guys alike, making it one of their most iconic and recognizable clothing items. On April 25, 2008, they launched a men's clothing line called COCOLULU's Men, also in Shibuya 109. However, the men's line closed before the main brand, COCOLULU, and ceased operations on February 12, 2012. Ultimately, COCOLULU closed its flagship Shibuya store in 2016, followed by the unfortunate demise of its online shop. 

    Honestly, COCOLULU is already pretty well covered, and I wouldn't consider mine the best coverage since I skimmed over a few things. If you'd like to read something more in-depth, then here's what I used: Wikipedia, Galture, Fashion Tech News, Tokyo Fashion, CharmyKimi, Gyaru fandom wiki, My Navi, and @ Press.

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Brand Info: Amavel（アマベル）

 

Brand Info: Amavel（アマベル）

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Quick Info:
Active from- 2011-present
Official Website- amavel.jp
Socials- Twitter, Instagram, Facebook, blog
Associated brands- None

(From Amavel's website)                           (From Amavel's website)

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Brand Info: 4every (フォーエブリー)

 

Brand Info: 4every (フォーエブリー)

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Quick Info:

Active from- 2015-present
Official Website- 4every.stores.jp
Socials- Twitter, Instagram, Facebook, blog
Associated brands- None

(From 4every's website)                           (From 4every's website)

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Brand Info: JugeETTA（ジュジュエッタ）

 

Brand Info: JugeETTA（ジュジュエッタ）

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Quick Info:

Active from- 2011-2015

Official Website- Defunct, Wayback Machine archive

Socials- Instagram, Twitter, blog

Associated brands- (sister-brand of) LIZ LISA

                                                     (From JugeETTA Twitter)                                                               (From JugeETTA Twitter)

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Brand Info: Lizmelo (マイメロ リズリサ)

 

Brand Info: Lizmelo (マイメロ リズリサ)

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Quick Info:

Active from- 2012-present

Official Website- None

Socials- None

Associated brands- (sub-brand of) LIZ LISA

Also known as- LIZ LISA x My Melody

                                                          (From Liz Lisa Twitter)                                          (Liz Lisa x My Melody mook vol. 1 scanned by Emiiichan)  

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Brand Info: Primevère LIZ LISA (プリムヴェール リズリサ)

 

Brand Info: Primevère LIZ LISA (プリムヴェール リズリサ)

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈

⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Quick Info:

Active from- 2015-2016

Official Website- Defunct, Wayback Machine archive

Socials- Twitter, Instagram, blog

Associated brands- (sub-brand of) LIZ LISA

                                                              (From Yahoo Japan)                                                                                       (From Sac's Bar) 

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈

⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Brand Info: Tralala (トゥララ)

 

Brand Info: Tralala (トゥララ) 

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈

⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Quick Info:

Active from- 2003-2016

Official Website- Defunct, Wayback Machine archive

Socials- Twitter, Facebook, blog

Associated brands- (sub-brand of) LIZ LISA

                                         (Popteen 2009 mag scanned by Emiiichan)                                 (Scan from The Name I Love) 

Here is what I used for my info: Tumblr Tralala & Liz Lisa Doll fan blog, The Name I Love

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈

⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Brand Info: Penderie (ペンデリー バイ)

 

Brand Info: Penderie (ペンデリー バイ)

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Quick Info:

Active from- 2014-?

Official Website- Defunct

Socials- blog

Associated brands- (sister-brand of) LIZ LISA

    Here is what I used for my info: TWC

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Brand Info: Plage Palais

 

Brand Info: Plage Palais

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Quick Info:

Active from- None

Official Website- None

Socials- None

Associated brands- None

    Hi everyone! Unfortunately, I couldn't find anything other than second-hand listings for this brand. I found stuff for different Japanese brands called Plage and C.T. Plage, but they don't seem to be related. The earliest search I could find was a listing from 2018, but I think this brand might be older than that. 

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Brand Info: LIZ LISA Doll (リズリサ ドール)

 

Brand Info: LIZ LISA Doll (リズリサ ドール)

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈

⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Quick Info:

Active from- 2006-2016

Official Website- defunct, Wayback Machine archive

Socials- Twitter, blog

Associated brands- (sub-brand of) LIZ LISA

    Here is what I used for my info: Tumblr Tralala & Liz Lisa Doll fan blog, The Name I Love

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈

⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Brand Info: LIZ LISA (リズリサ)

 

Brand Info: LIZ LISA (リズリサ)

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈ ┈┈ ┈ ┈ ┈ ୨♡୧ ┈ ┈ ┈

⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣⌣

Quick Info:

Active from- 1999 to present

Official Website- lizlisa.com

Socials- Instagram, Twitter, Facebook, blog

Associated brands- LIZ LISA doll(sub-brand), Tralala(sub-brand), Primevère LIZ LISA(sub-brand), Lizmelo(sub-brand), LIZ LISA Twinkle(sub-brand), JugeETTA(sister-brand), Penderie(sister-brand),

Also known as- LL, LIZLISA

    Hi everyone! Today's brand is a classic. If you've been into J-fashion for a while, you probably already know about Liz Lisa, but I wanted to write up a page for it since I'm partially using this blog as a list of J-fashion brands for myself. 

    (Liz Lisa 2012 Autumn catalog)                                                     (Liz Lisa Twinkle magazine scan)    

    Liz Lisa started in 1999, launching its first store in Shibuya 109. It was, and still is, very popular among gals. In the early days, they had a lot of ganguro and banba styles, and were later heavily associated with himekaji and hime gyaru when the sub-styles first popped up. They launched their sub-brands Tralala in 2003 and Liz Lisa Twinkle in 2004. Tralala was a bit edgier than main-line Liz Lisa, I would say it's a bit more ajego and rokku gyaru. On the other hand,  Liz Lisa Twinkle was all about being pretty, feminine, and cute. In 2005, the store Liz Lisa Fusion opened in Natori City in the Miyagi prefecture. It sold Tralala and Penderie pieces until 2016, when it closed. 

(Popteen November 2009 issue, scanned by toxictsukino on Instagram)

    The Liz Lisa Doll sub-brand was launched in 2006 and aimed at younger audiences in high school. In 2010, they held a runway show during Tokyo Fashion Week for a 2011 ready-to-wear spring/summer collection, which brought attention to the brand in Western fashion spaces. Their sister-brand JugeETTA was also launched in 2011, and was aimed at an older audience with a more mature and elegant look. They released their first My Melody collaboration collection in 2012 and have introduced many other Lizmelo collections since. In 2015, Primevère Liz Lisa was launched. Some of these sub-brands I couldn't find much information about, but I thought it would be useful to add them for dating pieces.

(From Liz Lisa Doll online Twitter)

    Nowadays, Liz Liza's pieces are more jirai kei and ryousangata. Which makes sense since it is the more popular fashion style these days among youth these days, like gyaru fashion was when they first started. Though Himekaji has had a recent resurgence, so maybe they'll bring back some of those older styles. I'm not sure if they will, but a girl can dream (◞‸◟；)

     The reading list for this one is long! Here it is: The Gyaru Wiki, Fashion Press, Vogue, Virtual Japan, Wikipedia Gyaru page, Wikipedia Liz Lisa page, WWD, Tralala blog, TWC, Liz Lisa Fusion blog, Liz Lisa Doll blog, Latte Fashion, Rakuten, Emiiichan, Bunny Crafty Dream, Amarie Bunny (great guide if you're starting out), The Name I Love (a more in-depth history from 1999-2009, highly recommend!).

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Brand Info: Laissé Passé (レッセ・パッセ)

 

Brand Info: Laissé Passé (レッセ・パッセ)

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Quick Info:

Active from- 1986 to present

Official Website- laissepasse.jp

Socials- Instagram, blog

Associated brands- APC, IL BISONTE, KEITH, CLAUS PORTO, SCAPA, SMYTHSON, Marimekko, Repetto (all owned by LOOK INC.)

    Hello everyone! Today's brand is Laissé Passé, also spelt as LAISSE PASSE. Laissé Passé is a brand that could fit a lot of styles, but I think it fits larme kei/girly kei the best. Very flowy and elegant, with lots of floral prints and pretty sheer fabrics. Laissé Passé has a two sub-brands, one of them being Fleur (フルール). Fleur debuted in December 2022 with a flurry of flower prints instead of snow, like how it is where I live :'). The second is Début de Fiore (デビュー・ド・フィオレ). I couldn't find the exact release date, but the earliest mention of it I found online is from 2001.  They did a collab with Docomo for Début de Fiore Docomo mail themes, which are so cute they make me think we should bring back personalized emails, pretty please with a cherry on top.

    If you want some extra reading material, here is what I used for my info: Pitchbook, fashion-press.net, and look-inc.jp.

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