2023.09.20
The Legendary Brands that Livened Up SHIBUYA109 'Marukyu': The Appeal of COCOLULU & Jassie
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.Share Article
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