Yes, just a few weeks after I last talked about Jouetie, here we are again – new season, new year, new collection!
For spring & summer 2012, Jouetie, and producers Ami & Aya, have gone with a ‘bad angel’ theme; romantic-girly meets street-punk, with a bit of a Union Jack print and some ankle socks thrown in for good measure. I think that overall, this offering from Jouetie shows that they’re pretty well in touch with their customer base – this is one of the more ShibuHara brands from Mark-Styler, with the emphasis on the Hara- in this case. I don’t know about you, but I do find it all a bit (um…) tumblr; not that that’s a bad thing of course, and early images from the catwalk have aggregated thousands of notes and shares between them.
It’s an interesting aesthetic to explore, not least because to my mind it’s been influenced heavily by Japanese street fashion, and has now in turn become the influencer. It’s almost an A to Z of alternative female fashion right now: pastel coloured hair; platform sneakers; metal t-shirts; ripped denim; edgy slogans; spare collars. This is a look that’s been gaining momentum in the ShibuHara scene, along with sheer maxi shirts, oversize glasses and the ubiquitous double bun hair style. It almost feels like it’s becoming it’s own fashion subculture but it seems that the internet, and maybe even the girls themselves, haven’t quite given it that push from trend to defined subculture just yet.
In terms of individual items, I really the combination of frilly ankle socks with kick-ass platforms. The leather dress, printed t-shirts, grey playsuit and floaty tulle skirt with sukajyan are all highlights in my book, and I’m sure there’s plenty here to please a wide variety of fashion fans. I’d probably say that this collection is more inspired by than inspiring, but in my book it’s great to see this kind style being represented in a more mainstream context.