Spring at Shibuya 109

Last Monday, Shibuya 109 launched the spring campaign. After a couple disappointing shoots, I’m actually really into this one.

Featuring Larme’s head girl Risa Nakamura it is definitely aiming to appeal to that magazine’s readers.

Very cute, pink and casual with the hair, makeup and styling. I love the heavy 90s hip hop throwback feel too.

According to 109 this seasons hot 3 trends are:

  • Heart motifs
  • Aurora colour
  • Unisex style

The first two are definitely in many of the stores in 109. Unisex might be a stretch but it is a big trend in the wider fashion world and the male model is clad entirely in clothes from 109 stores so they can have that.

All in all this actually makes me a bit hopeful for 109’s continued place of importance in gal as something more than a tourist trap.

See the 109 blog post here (Japanese)

LN

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