2011.10.14
Stop by and sharpen your fashion sense!
Two popular Tokyo magazine model shops
Female students, office workers, and many other women live vicariously through the models in fashion magazines. Women across Japan are looking at models dressed stylishly on magazine covers and yearn to look just like them. This includes magazine models, who are well known from essays and magazines. We'll be focusing here on the influence of magazine models and their popularity, and introduce two main spots in Tokyo that appeal to womens' sensibilities!
(above photo: Marblee)
Get the same fashions as the women in the magazines are wearing! Marblee features apparel created by magazine models
Sugako Ito is a popular magazine model active with ViVI, JJ, and other titles. Today she is supporting a sweet and spicy mix of an elegant one-piece dress and crushed denim jeans, all of her own design.
The reason that magazine models are becoming popular as real trend setters is that the are just down to earth women with fabulous fashion sense. Many of these models are using that sense to launch their own stores and brands, or work as fashion advisers.
One such apparel brand launched by magazine models that skyrocketed to fame in 2010 is Marblee. The direction of the fashion is dictated by the nine magazine models that write the blog Marblee. The blog's extreme popularity shows in the ten million plus hits it gets each month - they've even launched a weekly web series called Marblee TV on Ustream. As such, the Marblee brand wide audience ranges from teens to women in their 40s. We talked with Sugako Ito, the director of Marblee, about the brand's popularity.
"Unlike professional models, magazine models come up with their own fashion coordination for their photo shoots. They get a lot of opinions and feedback from editors and regular readers too. Blogs have become an important communication tool as well. As apparel manufacturers we have to listen to our consumers. We listen to what they think when we create our clothing."
They say that only a popular magazine model apparel company could incorporate their consumers' real viewpoints into their designs. Ito would one day like to spread the Marblee brand to Asia and around the world. If you like fashion, this is one brand you'll have to check out before it becomes a global phenomenon!
Hot items for fall/winter 2011
The skirt is a youthful retro cocoon silhouette design. "Retro will be hot this fall and winter," says Ito. Blouse: JPY 6,195, Skirt: JPY 7,875, Bag: JPY 9,345, Necklace: JPY 3,045
Marblee has many items that are great for dates or nights on the town! Lace one-pieces with ribbon motifs are hot sellers. One-piece dress: JPY 9,345
Retro one-pieces with scallop hems became extremely popular just after they were launched. You'll also find accessories, bags, shoes, and other items at the store. One-piece dress: JPY 9,345, Necklace: JPY 5,250
This design gives a little spice to girlish sensibilities. "Animal prints are a can't miss style this fall and winter too," says Ito. One-piece dress: JPY 10,290, Boater: JPY 5,775
Marblee Shinjuku
Odakyu Shinjuku Dept. Store 4F, Nishi-Shinuku 1-1-3, Shinjuku-ku, Tokyo Tel: 03-5325-2080 Hours: 10:00 - 20:00, open year-round (times and days subject to change) *Hours and holidays are determined by the department store. Please visit the department store website below for more information.
http://www.marblee.jp http://www.odakyu-dept.co.jp/
Can you learn to look good just getting tea?
MiLKcafe, where all the staff are magazine models
There are about 20 - 30 men and women on staff, with a different magazine model on duty each day. On the left is Sayaka Nihei, who is active with CanCam, ViVi, Ray, and other magazines. On the right is Manami Shiozawa, who is active with mina and other titles.
MiLKcafe is gaining in popularity with women who want to be around magazine models to sharpen their fashion sense. The staff of this cafe diner are all active as magazine models, but they've traded their aprons for regular clothing so you'll have a chance to sharpen your fashion sense while having tea!
Sayaka Nihei, a staff member here, says, "Talking with the customers here is important to us. There are many customers who say, 'I'm only 152cm tall, so while I can't be as tall as a professional model I want to know how to dress like one!' Some of our customers come a long way to see us."
MiLKcafe is located in the central mall in the middle of Shibuya, home to many fashion and apparel stores. How about stopping by MiLKcafe to check out what the latest fashions the staff is wearing before heading out for a day of shopping in Shibuya?
This is the small stairway that connects MiLKcafe. It's located in the basement just below the Isomaru Suisan restaurant. You can't miss it!
The inside has a sleek wooden decor. They offer an afternoon lunch menu and drinks in the evening.
A popular dish is the Moffle, which is mochi and a waffle. The outside is crunchy while the inside is chewy. Special MiLK Moffle: JPY 750, Tapioca Chai Latte: JPY 700
MiLKcafe
B1F Utagawacho 30-5, Shibuya, Tokyo Tel: 03-6809-0681 Hours: Mon - Fri 11:30 - 5:00, Saturdays 11:00 - 5:00, Sundays 11:00 - 24:00
http://ameblo.jp/milkcafe-info/
*Products, prices, and services offered at each store may vary.
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