Data

Date : Thursday. December. 6. 2007 12:00-12:30 Place : SHINJUKU
Date : Friday. December. 21. 2007 12:30-13:00 Place : SHINJUKU
Date : Thursday. January. 31.2008 14:00-15:00 Place : MARUIYOUNG Shinjuku
Date : Friday. February. 8. 2008 17:00-17:30 Place : SHIBUYA

Photography cooperation

MARUIYOUNG Shinjuku, JESUSDIAMANTE


Color of Fashion Items

GOLD

Memo : Hime-kei, Hime Casual (Princess Style, Casual Princess Fashion)

“Princess Style” was taken up in media three or four years ago, but this fashion style was not realistic enough at that time.

So the word of “Princess Style” had a meaning of cute or sweet for girls.

Each brand of Princess Style was not limited to Princess Style; they handle various items besides cute clothes and small articles.

Two years ago from now, the new brand “JESUSDIAMANTE” which mastered cute and gorgeous fashion like a Princess had appeared.

Then, some of girls wearing clothes of JESUSDIAMANTE received a high degree of media coverage.

One of these girls, Ms. Keiko, who is a clerk of JESUSDIAMANTE, is placed as a model of Princess Style in the magazine named “ageha”, and the other girls appear in a TV program.

The expansion of consumption was caused by the influence of these media.

Now, people wearing clothes of JESUSDIAMANTE are called “Diamantees”. This fashion has a strong individuality. Then, Diamantees established a public image of Princess Style.

Princess Style brands other than JESUSDIAMANTE turned into Casual Princess Fashion from this spring. These brands are recognized as a different brand of Princess Style.


Remarkable shops in "Hime-kei" is here.




This coverage staff : Director "HINE", Photographer(person & shop) "AYA", Translator "SUZU"