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Brief Published: 22 Oct 2013

Susie Bubble’s Shibuya Makeover


London-based fashion blogger Susannah Lau (better known as Susie Bubble), known for her unique style and championing of emerging designers, recently underwent a makeover while in Tokyo for fashion week, becoming a ‘Shibuya 109’ girl for the day.

Shibuya 109 is an iconic mall in Tokyo focused on targeting under-30s and millenials, and has subsequently gained cult status for the style tribes of girls who regularly frequent its stores. Lau’s makeover was overseen by Shibuya style icon and model Natsumi Kunsan, who represents the new wave of Gyaru style – a branch of Japanese street fashion and culture stemming from the 1970s.

While Lau’s reincarnation as a pastel-haired, wide-eyed Shibuya girl caught our attention on Instagram, her insights into the changes occurring within Japanese youth culture and fashion were also interesting. After chatting to Natsumi, Lau learnt how the style tribes associated with Japanese fashion are becoming less distinctive, and individual style is being championed and encouraged more than ever. The arrival of imported brands like H&M and Zara to Shibuya 109, as well as the global influence of Instagram style icons like model Cara Delevingne and Rihanna were all flagged up by Lau as contributing to the evolving, less prescriptive face of Japanese millennial style.

As the individual emerges in the East, so girl gangs inspired numerous collections this season in the West, with the likes of Prada interested in tribes of women for Spring/Summer 2014 – a theme highlighted in our upcoming seasonal overview. Read the full blog post on Lau’s makeover here.