2025.10.01WED
SaveHistory
NEW New content added
Members-only content has been added!
Register as a member for exclusive articles and events.
Members-only
2023.09.20
CULTURE

The Legendary Brands that Livened Up SHIBUYA109 'Marukyu': The Appeal of COCOLULU & Jassie

#shibuya
#gyaru
*The text-to-speech feature is generated by AI,
so there may be errors in the reading.
Copied to Clipboard
me Jane, ALBA ROSA, LOVE BOAT… Numerous brands at SHIBUYA109 during the Heisei era (1989-2019) built gyaru culture, crafting an era, but COCOLULU and Jassie must not be forgotten.
The commonality between these two brands is not only their popularity in the late '90s but also how they maintained popularity into the 2000s. They were frequently featured not just in gyaru magazines but also in junior magazines, gaining popularity.
When recalling Heisei-era gyaru brands, the shopper image popular among high school girls often omits COCOLULU and Jassie. However, both were key brands that spawned trends within gyaru culture and supported SHIBUYA109.
What kind of trends did COCOLULU and Jassie create within Heisei-era gyaru culture? This time, let's delve into the trends these two brands created.

COCOLULU Brightened Up Center-Gai in Shibuya with Color

COCOLULU started out at SHIBUYA109 in 1998. Since it continued to thrive into the 2010s, some might not remember the COCOLULU of the '90s.

This article is for members only.
Please register to read the rest of the article.
Create an account (Free)Login to your account
What you can do with a membership
  • Read members-only articles
    and use text-to-speech.
  • Unlimited article favourites
    and browsing history.
  • Attend members-only events.
  • Get the latest information
    with our email newsletter.
How was the article?
CONCEPT VIDEO
"fashion tech news" Unveils New Logo & Concept Video
PICKUP CONTENTS
Artisan
Delivering content that shares the value of Japanese crafts, linking past to future.
TOP ARTICLES
Dissecting UNIQLO's "HeatTech"! What's the Difference Between Extra Warm, Ultra Warm, & Cashmere Blend Extra Warm?
1

Dissecting UNIQLO's "HeatTech"! What's the Difference Between Extra Warm, Ultra Warm, & Cashmere Blend Extra Warm?

RESEARCH
What Era Does the Clothing in "The Apothecary Diaries" Represent? Exploring the Unseen World of Hanfu
2

What Era Does the Clothing in "The Apothecary Diaries" Represent? Exploring the Unseen World of Hanfu

CULTURE
The Art of Mizuhiki Knots & Their Meanings – A Traditional Japanese Craft that Conveys the Heart
3

The Art of Mizuhiki Knots & Their Meanings – A Traditional Japanese Craft that Conveys the Heart

KOGEI
From Onyanko Club to Michael Jackson: Looking Back at the Brand SAILORS that Dominated the 1980s
4

From Onyanko Club to Michael Jackson: Looking Back at the Brand SAILORS that Dominated the 1980s

CULTURE
Designer Takashi Nakao Weaves "Modern Couture" – TKA, a New-Generation Brand Fusing Japanese & French Aesthetics
5

Designer Takashi Nakao Weaves "Modern Couture" – TKA, a New-Generation Brand Fusing Japanese & French Aesthetics

PHILOSOPHY
CONCEPT VIDEO
"fashion tech news" Unveils New Logo & Concept Video
PICKUP CONTENTS
Artisan
Delivering content that shares the value of Japanese crafts, linking past to future.

CATEGORIES
BUSINESSRESEARCHPHILOSOPHYCULTUREBEAUTYINFO
SPECIAL CONTENT
FEATURESSERIESPROJECTSEVENTSARTISANABOUT US
Follow Us
©️ZOZO NEXT, Inc. All Rights Reserved.
fashion tech news is a registered trademark of ZOZO, Inc.
CATEGORIES
businessBUSINESSresearchRESEARCHphilosophyPHILOSOPHYcultureCULTUREbeautyBEAUTYinfoINFO
SPECIAL CONTENT
featuresFEATURESseriesSERIESprojectsPROJECTSeventsEVENTSThe Appeal of Japanese Traditional Crafts and Techniques from a non-Japanese resident of Japan（Robert Yellin）ARTISANAbout usABOUT US
Follow Us
CONTACT
If you have any questions or enquiries, please enter your details in the form below.
Enquiry item必須

This website uses cookies to enhance user experience and to analyze performance and traffic.
For further information please read our Cookie Policy.