Baby Shoop… where do I begin? Standing out in Shibuya 109 amongst fellow 4th floor brands agejo Ma*rs and mode Emoda, the Baby Shoop look is certainly distinctive: bright colours, gold jewellery and eye-catching prints make a change from Nordic prints, faux-fur and plaid. B-gyaru style may not be in favour right now (sorry, Woofin’ Girl magazine!), but try telling that to the Baby Shoop devotees.
I think I do have to mention the slightly contentious issues surrounding Baby Shoop – hard to miss when a chunk of the stock is emblazoned with slogans like ‘Black is Beautiful! Black for Life!’ – but I’m not judging. Much has already been said about the Japanese so-called cultural misappropriation of black America, but whatever your views on this, let’s just enjoy the clothes for what they are: fun fashion.
When taking the items of clothing completely out of the b-gyaru context, I feel that they have a certain similarity to Galaxxxy‘s own colourful patterned look. What’s really interesting here is that you could say that it’s completely down to the styling: while Galaxxxy go for over-sized accessories and candy coloured hair, Baby Shoop pair items with ripped leggings and hot-pants for a completely different look. What do you think of Baby Shoop and their b-gyaru image? Do you think it’s less relevant in contemporary Japanese fashion than Galaxxxy?
Love the Saved by the Bell feel here. It’s not just me that associates the whole of the 90s with one kids’ show, right? Right??
You won’t get far in the army camouflaged like that!
The above two items are something I’d also expect from Galaxxy or Spank!, or maybe even a Candy brand…
I’d love the gold set up – perfect for blinging it up while relaxing at home
Neon chain print leggings? Yes please, actually
Shop staff doing a great job of showing how wearable the style actually is. Love the ripped black leggings too!
That’s right – Baby Shoop kids wear!
Kids in Baby Shoop at a dance competition:
Two-tone hair and purple leggings – amazing.
Miss Mini Shoop: fun and fierce!
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