Popteen 12\07 Review: Brands & Trends!

Yo~!

Like I promised this is the second part of my Popteen 12\07 review^^

Please check out Part 1 about Tsubasa's style and some other cute looks!

Next article is reviewing the visions of the ninki 109 brands as shown in their window showcase and mannequins!

I think it's a super interesting article that really teaches about the trends of this winter~

Brand & Trends W2007

Tsu chan is also a doll yes she is

Btw I had to get those type of shorts 

I love that they gave a title for each vision!

In my job I learned the importance of the titles and names for collections, for example.

My department, TRF, has a name for each collection. A collection can update during the year, Change it's vibe or patterns but they stay under the same name which is like the title of what you are trying to create when you coordinate a new display for the shop. For example, Last year Some of the TRF collections were named after cities of the world (or places in general), And when I see the name and the collection it gives me the idea of what kind of costumer this is directed to; Who is she, What is she trying to show by the way she dresses. Of course each country is different so you need to adjust it to your specific costumer (it changes from branch to branch as well!). Anyway, I always love those titles cause they give a very good idea of who are they trying to be!

Sorry for the random off topic w

Back to the magazine! Sorry2 for my free style translation of the titles!

JSG - Nekomimi Winter!

That year was the ear of cat ears! A lot of brands caught on the trend JSG started and made nekomimi pieces. I think, I'm not sure but I THINK, This is also Tsubasa's fault w

They're having a lot of animal print in general, And especially colorful one, As JSG is the strongest hade brand

Moussy - Grown up Casual

Dark colors, Monotone and just otonappoi feel to the whole thing!

I see a lot of those wide waist belts over a mini dress, tunic or even a skirt. The silhouette is very cool and feminine 

 

I loved this look by Jun chan

Cecil McBEE - Simple Classical

Gilfy - Deep Rock!

For Cecil I can say this was the ultimate onee brand. You could find any type of onee style there, From elegant to sexy~ This winter they went for more elegant and classy, But keeping with the "Casualyzing" (I invented a word) every outfit.

They are presenting some hade pieces but the key is mixing them with a monotone outer. Also, They point out the popularity of the classic red trench coat!

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At Gilfy, They present black total looks with hint of rock as always (that is the general vibe of the brand). 

Their osusume items are the sutajan (stadium jacket) and pompon hats that comes in many colors. They also promote long cardigans like a lot of other brands of that year.

Liz Lisa - Monotine Retro

Rodeo Crowns -  Color Casual

Oh, Liz Lisa, What else can I say about your monotone items?

I think I talked about it nonstop with every person I know w I'm sorry but you'll have to bare with me for just a little bit more

So We all know the princessy Liz Lisa and the bohemian Liz Lisa, But like Lizzie also said, We don't talk enough about monotone himekaji!

I have to admit, My monotone himekaji boon started with Tralala and not Liz Lisa, But both of them had such beautiful pieces this year that it's hard to choose (But I still choose tralala cuase they had more of it w)

BUT, The kind of monotone that Liz came out with is like the promise in the title- Retro. The retro vibe is in the A shapes, The big buttons and the high collars. This retro Barbie look is kinda fancy and even a little bit otona, Which is why I still prefer tralala in a way, But I really can wait to put my hands on one of those cute party dresses! As I said in my last post, White dresses are a MUST item!

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And from the elegant otona vibe of LL to Rodeo Crowns 's super casual colorful vibe!

There is only one look for this and I wonder why, But I do like it. But, I don't have much to say about it, I feel like it's very western so there is nothing very special about it this time.

Ji.maxx - Erokawa Oneesan

Cocolulu - PopRock!

First, Ji.maxx, Which is another brand I like lately~

They have a lot of the trendy mix of monotone x vivid color, And even though I'm not too much into the ero vibe, I have some pieces from there that I want.

Their ninki color combo is purple x black which I already said I love for 3495830459 times w, And they mix classic outers with sexy outfit to make it more classy then tacky

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My love Cocolulu is only starting to be cool again!

On my last inspo post I was talking about how they started mixing amekaji with rock elements, And here they called it perfectly PopRock! I love it

The Ketsululu is as strong as it always been, But now you can see, Like in the Tsubakaji article, less surf and beach elements and more rock and American pop. For example those osusume logo tights in the bottom right (Tsu chan was wearing them in red on her spread so I'm sure they were ninki w)

Another trend they promote is the colorful down coats~

My fave look of Ji.maxx

And from Colu

One*Way - Mature casual

One Spo - Fluffy, Cute, Rich!

One*Way actually had one of my favorite mannequins!

As you can see the word casual is appearing A LOT. One way shows their version of casual with mature cuts like retro coats or tailored pants, As well as basic casual items like denim skirts and plaid shirts. What I love about their collation is the vivid colors!

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One Spo presents a collection of any mokomoko items you could dream of, Mainly in white, black and leopard. They had the mokomoko thing for years but this year specifically you can see the "rich" reflected in the gold accessories and elements like chain belts. I personally really like the idea of mixing mokomoko with jewel and I feel like this was also trendy in later year, In brands like Datura and Rady

Dazzlin' - Retro Doll

Sword Fish - Stylish Casual

Tralala - Sweet Devil

First, Dazzlin'. Their mannequin was also really cute, but the other looks are kinda boring. I love that they also went for the retro vibe and I feel like the color adds a cute thing to it cause it's very 60s, but it's not something we haven't seen in other brands. The A line coat, Monotone plaid.. More of the same.

What I do want to mention is the top look in the middle that layers a strapless onepi over a turtleneck shirt! Now this is something that we still didn't see here. I love it, I think it gives the dress a cute classic vibe and turns it from a party dress to an everyday dress!

Just this morning I had this conversation with Andy about layering a onepi over a turtle neck! It makes evening dresses into day dresses and I really like it! I just got a LL dress that Andy suggested I'd wear with a turtle neck under and I just loved the idea! I only thought about layering my strappy dresses over a turtleneck, But the LL dress had a fuwafuwa half sleeve and a squere neckline, I haven't thought of that! that could look really cute!

Also, Here with a strapless dress. Love it.

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Next we have Sword Fish that I really like the brand but their clothes are really small><

Anyway w, another casual promise, But this time it's a more stylish\polished kind of casual (I could translate into elegant casual but that's again more of the same)

Their clothes are on a casual basis but with more "rich" elements like this white down coat that had silky fur and is very detailed. They call the overall vibe "rich madam" which I don't know how I feel about w

I like them more when they're on the rokku side

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Last one for this page- Tralala! Why so small????

I loved the title sweet devil, And I got what they meant by the teasing vibe of their clothes; A sweet dolly dress without straps, A trench coat that you can wear as a dress and the over all sweet but kinda sexy vibe. To differentiate from erokawa that we saw on Ji.maxx, Tralala's sexy vibe is more teasing and soft. Erokawa has a glam hint to it, while here we see elegence. You can also understand the vibe by seeing Tralala's ninki baby doll dresses!

Last page of this articale!

INGNI - Hime Rock

JamPixy - Cheap & Cute

Anap - Chearful Girl!

INGNI, Himerock?? That's new! I have never heard the name and I love it a lot.

I'm not really feeling the vibe from their looks though, When I imagine himerock I really imagine something else, And this actually gives me an idea.. But let's see what they have to say!

Their idea of hime rock in the combo of pop colors with rock colors, basically- pink and black. I think that it can be presented in a better way though, If I had to choose a name for their collection it would probably be 'Mod or a Rocker' (and I'm not ashamed of the Beatles reference). I don't really see rock elements other then the down coat or the hats, There is more Retro feel to it, Especially the mannequin.

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I don't know much about JamPixy but I like their promise: You can look cute in cheap clothes!

Cheap in the west really gives a tacky feel, but here they actually mean the clothes are not expansive. Their prices range from 500 yen to 5000 yen for an item (approx.) according to this break down and I think their items are really cute. Their also promoting hade colors and some cute patterns. I should look this brand up.

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Last oneeeeeee

is

ANAP

This is another brand that had a big range of substyles and changed with the trends like Cecil. Anap is a little cheaper though and their items are more hiphoppi usually.

Their title is cute, I translated the word genki here to cheerfully rather then healthy, cause I feel that it fits the bright colors and the overall vibe. The looks are kinda American I think, They have LA hints and some hiphop feel and really reflected the fun and cheerful vibe they try to create!

So in conclusion we can say that this winter's biggest trend is wearing everything casual; We see all kinds of vibes from the different brands like Elegant, Grown up, Cute, Sexy, Glam, Cool.. But they are all presented in a casual way other then OTT. This of course refers to the Popteen trend cause it's obvious that in magazines like Ageha or egg or Ranzuki that are directed specifically for gals every look is at least a little bit more OTT then in Popteen, But reviewing the showcases of the 109 brands that all the gals shop at gives us an idea of the popular trends. I

I really wish to make a review of egg and Ranzuki of the same time (not like an inspo post but more like here a real review of trends) and see the difference if there is one.

Back to the trend w I think Tsuchan as the most popular model of Popteen really created the casual boom. It's interesting to think about it cause the ultimate gal magazine at that time was egg and Tsu chan was a gal, So it's only natural that she would model for egg, But I think her interest in fashion and her popularity gave her a good spot on Popteen that is more "prestige" then just "any gal magazine". she got to be a trendsetter for real and I assume that even though she was a gal she a lot more options to grow by modelling for Popteen. That's why all the trends we see are more gal then in magazines like Vivi for example, Cause the main character was a gal^^

I hope again that I don't exhaust you with my rambles w

Let me know which brand was you fave~!

GN!

GeorgiePiyo

Nekomimi - Cat ears

Sutajan - Stadium jacket

Osusume - Promising, Recommended

Ero\Erokawa - Erotic cute

Ketsululu - Cocolulu pants with the logo on the butt

Onepi - One piece, Dress