EMODA Celebrates 15 Years Next Year – The Journey of a Brand that Led 2010s Fashion

From the late 90s to the early 2000s, a diverse array of fashion and brands flourished in Shibuya and Harajuku, energizing the streets. Stepping into the 2010s, one brand that significantly impacted Shibuya's fashion scene was EMODA.

When EMODA opened its physical store in 2010, it was already creating a buzz. With designs that translated the concept of 'mode' into real clothing, EMODA radiated a novel attraction, rapidly gaining popularity, especially among teenagers.

As EMODA continues to attract new fans, it will celebrate its 15th anniversary in 2025. Ahead of this milestone, we spoke with Ai Ichihara, the head of the EMODA business department, and Megumi Ogasawara from public relations.

EMODA: A Brand that Built an Era with "Mode" Fashion in Shibuya

In the late 90s and early 2000s, Shibuya reigned as the holy land for gyaru brands.

By the 2010s, I personally felt the transitional period. Regarding the state of Shibuya during that time, Ichihara and Ogasawara shared their thoughts.

“Customers were consuming more information, and compared to the late 90s, there was a sense that gyaru culture had calmed down.

"I also recall that the boundary between Harajuku and Shibuya fashion became blurred during this period” (Ichihara).

“I joined Mark Styler in 2013, around the time when Harajuku-based brands began to open stores in Shibuya” (Ogasawara).

Amid this flow, EMODA ventured into the new realm of "mode."

During this period marked as a time of transition, expressing a mode concept in Shibuya was challenging.

“When I joined, EMODA was just celebrating its 2nd anniversary.

"Though it was still in its early stages, EMODA achieved unprecedented results within just two years of its launch.

"As we entered the 2010s, EMODA's profile rose significantly, but it was essential to continue innovating the brand in line with the changing times.” (Ichihara)

Post-2010, the era shifted towards a fascination with more sophisticated fashion, captured by overseas celebrities and influencers.

While Harajuku's "kawaii" culture was gaining attention and the fashion landscape was diversifying, the "gyaru fashion" that had been expanding in Shibuya began to settle down.

“Recently, with trends like Y2K reigniting 2000s fashion, I feel a sense of nostalgia and a cycle of fashion trends” (Ichihara).

Fashion Status Gained Exclusively Through EMODA

EMODA operates under the concepts of "mode," "monotone," and "minimal," embodying the inherent purity and coolness of mode fashion.

Amid many brands shifting with the times, we explored the reasons why EMODA still garners support from younger demographics.

“Since its inception, the core of EMODA has remained unchanged. The theme of stylishly wearing cutting-edge mode fashion for those in their early twenties has been consistent.

"For young consumers, wearing EMODA has become a symbol of being fashionable, which is immensely gratifying recognition” (Ichihara).

Recognized as EMODA's signature, the high-waisted skinny denim has been designed by the same designer for nearly a decade, evolving in fabric and shape with each era while maintaining its essence.

“Despite the calming trend of skinny jeans, we've introduced flared types and continued to innovate. For EMODA, skinny denim is part of our identity, and we upgrade it annually by adopting new materials” (Ichihara).

In recent years, wide denim has also become a popular silhouette. Though wide denim is often thought to compromise style enhancement and a petite appearance, EMODA has achieved this through the designer's craftsmanship concerning the fit and pocket placement.

“The shape of denim evolves with the times, but we will continue to pursue EMODA’s signature style enhancement” (Ichihara)

EMODA's Brand Concept: Unwavering Through Changing Times

Looking back at the 2010s, the methods of information dissemination underwent significant changes.

The primary medium for communication transitioned from blogs to social media, leading customers to select and acquire the information they needed themselves. Additionally, the way products are marketed shifted from print magazines to video content, showcasing the evolution of marketing approaches.

As EMODA approaches its 15th anniversary, it continues to evolve without altering its core principles.

Leading the fashion scene of the 2010s and maintaining a central position in today's youth market is a testament to the brand's commitment to faithfully creating products that meet the needs of each era.

Finally, regarding the vision for the future, they shared the following thoughts:

"On the occasion of our 15th anniversary, we would like to prominently showcase the brand value to those who have supported EMODA so far. Since our customers choose our unique products amidst diverse information, we want to express that uniqueness more clearly" (Ichihara).

"Just as in the past, we will continue to take on new challenges in line with the times. In the next 10 to 20 years, we will convey our message through approaches and methods that suit each era. Although the forms may change, our attitude–to adapt to the times while not losing our core–will remain the same. We want to make our 15th anniversary a new starting point" (Ogasawara).

EMODA, which has fearlessly embraced change along with the times while steadfastly protecting its core brand values, sees the milestone of its 15th anniversary as merely the beginning of a new evolution. The journey to continuously deliver the value of fashion to the younger generation is one that knows no bounds.