Brand Info: LIZ LISA (リズリサ)

 

Brand Info: LIZ LISA (リズリサ)

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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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