4 Cute fashion brands in Tokyo
As a Lover of Girly Fashion
I adore girly fashion. The power of the word “Kawaii”, meaning “cute” in Japanese, has resonated worldwide and become almost a part of the global lexicon.
However, over the past few decades, Japanese creativity has completely transformed my perspective on fashion.
We, as Japanese, also admire Korean fashion, and we can’t overlook the creativity emerging from our neighbors and other rising Asian countries.
But is Japan still a “fashion empire” for lovers of girly styles?
This question sparks debate.
However, I’m eager to delve deeper into Japan’s unique sense of style.
My wish is to offer every curious foreigner a chance to immerse themselves in Japanese culture and explore its creative ideas.
In this article, I introduce my favorite fashion brands and explain why they deserve your attention.
Table of contents
Holy Place for Creative Fashion Lovers: Laforet Harajuku
If you aspire to build a creative career in Japan, there is one place you absolutely must visit: Harajuku. Renowned as a cultural hub, Harajuku represents the heart of Japanese fashion and pop culture history.
For fans of Japanese subcultures such as Gothic & Lolita or punk and rock fashion, Harajuku is likely already a familiar name. Despite its popularity as a tourist destination, it remains a vital cultural hotspot for Japanese youth and creators seeking new trends.
Laforet Harajuku, a landmark of this area, showcases numerous unique and artistic brands. Today, I’ve selected several brands that I love, representing Japan’s flair for girly and feminine fashion. These brands capture current fashion trends in Tokyo, including feminine and bucolic styles, minimalism, pastel colors, and the iconic girly elements like ribbons and frills that define Japanese Kawaii (cute) culture.
Merry Jenny
A country-inspired fashion brand.
Merry Jenny blends Japanese ideas of femininity and cuteness into casual, relaxed designs. What I appreciate most about this brand is their focus on creating clothes that are both stylish and comfortable.
Unlike many Asian brands, their clothes are not overly tight, making them accessible for different body types.
Their minimal yet distinctly Japanese aesthetic, combined with a color palette reminiscent of Scandinavian nature, makes Merry Jenny a standout. The quality of their clothes is fairly good, too.
Liquem
A jewelry brand loved by girly fashion enthusiasts.
Liquem is a go-to brand for adorable and high-quality accessories. What I particularly love about their earrings is the thoughtful design: the clip is cushioned with soft silicone, making them comfortable to wear without pinching your earlobes.
Their stones are securely set, ensuring durability. While their motifs tend to be consistent, owning one or two pieces can add the perfect accent to your outfits.
S’île
A customizable and simple fashion brand.
S’île stands out because of its emphasis on “prioritizing imagination over function.” Founded by Japanese designer Saki Iwashima, the brand creates clothing that allows for self-expression.
Their style is defined by simplicity: casual, feminine pieces with a minimalist flair that avoid feeling overly boyish. This is a brand for those who want to express individuality without sacrificing elegance.
Tnewties
A must-have for retro fashion lovers.
An Asian retro-modern brand from Taiwan, Tnewties (pronounced “Twenties”) draws inspiration from 1920s fashion. The brand offers a mix of elegance, preppy and feminine styles, as well as conservative designs.
While it leans more traditional compared to other brands, Tnewties is versatile—perfect for work, receptions, or parties where a formal dress code is required. The quality of their fabrics, sewing, and design balance well with their price point, making it a practical choice for those seeking timeless elegance.
Discovering the Newest World of Japanese Fashion
Harajuku continues to preserve its cultural significance, and I’m passionate about supporting Japan’s creative culture.
For those curious about Japanese girly fashion, understanding the brands that locals love is key.
And for a sustainable option, consider purchasing second-hand items from these brands on platforms like Mercari. It’s a great way to embrace Japanese style affordably and sustainably.
