14: Fashion: earth, music&ecology

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Hey guys!

This week in our Japanese fashion spotlight, let’s take a look at earth, music&ecology.


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Brand History (translated from Wikipedia & brand website)

The company started with the select shop Cross Femme in 1994. In 1999, they were able to launch their own brand and they called it, “earth, music&ecology.” Ten years later, in 2009, they broke the 200 mark in shop numbers. The brand is targets women from their teens all the way until their 30s.


Concept

The concept of the brand is natural girly. The styles range from ‘lovely girly’ to ‘casual girly.’ The website notes that they use natural fabrics.

This season, they are using a lot of tulle skirt/knit sweater/ankle boot looks. I absolutely love it! They’re knocking girly out of the park for winter!

One big thing that sets this brand apart is their use of an ‘image character,’ which is kind of like their brand model. This began in 2010 when they selected Aoi Miyazaki to appear in their ad campaign.

554_101Taken from the fall 2015 collection catalog

They also do anime crossover collaborations. As in they partner with popular anime and have the characters model the clothing in the crossover collection.

tumblr_inline_nesvj9bx2s1r8zvnvThis season it’s Puella Magi Madoka Magica (魔法少女まどか☆マギカ Mahō Shōjo Madoka Magika).

Oh!
They also have a TON of sister brands!


Tips

– This brand is hit or miss with sizing. Sometimes I’ve found they run a little big (dresses, skirts, sweaters) and then sometimes they were tiny (fitted blouses, some a-line dresses).

– They KILL IT with time sales and end of season sales. I’m talking like 70% off plus an additional 10% if you catch a time sale. Kill it.


Have a wonderful day!

xo,
T

 

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