On October 26^th, I went to the grand opening of EATME, a brand by the famous Model Tsubasa Masuwaka. Tsubasa is best known for being a “Gyaru” model in POPTEEN and POPSISTER Magazines (although has graduated from both) and also has two cosmetic lines, Dolly Wink and Candy Doll. She is also a singer under the persona “Milky Bunny”.

EATME is Tsubasa’s first clothing line and has been around since this past summer online at Runway Channel, but the first shop opened in Harajuku just last week. EATME comes from Alice in Wonderland, which my friend Rosie tells me she is a big fan of those kinds of styles. How I would like to describe the style is a bit on the sexy side with some of the shapes of the clothing, but the accents of it make it cute and tone it down by giving it a bit of a conservative, “British” edge. “British” is a trend in clothing in Japan recently, especially for Fall and Winter,  but EATME seems to be different where it fundamentally is based off of the British style, and not just following the trend this year.

Around noon on the 26th, Rosie and I headed over to the shop after eating lunch. She has been a fan of Tsubasa for a long time and she was excited to see the shop. The store was surrounded by flowers from people congratulating the shop on it’s opening, something that is common for shop openings, as well as stage plays and concerts in Japan. When we went to the shop, we thought we were going to have to wait but it ended up that we were given a number and ushered right in after a few minutes. We walked in and the store there was a photo backdrop on the left and a staircase to the right leading up to the second floor.

We then began to look around and just as we were looking at the sweaters on the table at the front of the store, just on the other side was Tsubasa herself! I couldn’t believe it! We were both nervous and we walked around the store for a while looking at the clothes not being able to talk to her, because she was helping other customers. Once Rosie and I decided what we wanted to try on, I went first into the dressing room. I tried on (and eventually bought) a white and blue rose- print dress from the store.

While I was changing out of the dress I had tried on, I heard Rosie outside of the dressing room talking with someone. I walked out of the dressing room and found that she was talking to Tsubasa finally! After they talked Rosie went into the dressing room and tried on two dresses. Tsubasa then began talking to me and asked me what dress I was going to buy. She was so nice and gave both Rosie and I advice on how to wear the dresses that we picked out and was interested that we were from a foreign country and joked around with me about letting people in America know about the brand. That day she wasn’t able to take pictures with customers or sign anything, but we were able to shake her hand! It was an amazing experience to be able to talk to the producer of the brand herself and get advice from her on how to wear the items we bought.

At the end, we checked out and took pictures in the picture area at the front of the store and then went to look up stairs. Upstairs contains vintage clothes that aren’t part of the EATME brand and it had a nice boutique feel to it.

Below are parts of the Fall Look Book from the EATME Website. I like the vintage “British” feel to it, as well as it being a bit on the “sexy” and mature side, but also has that touch of cuteness to it. I also particularly like the dresses in the collection.

I look forward to seeing more from this brand in the future! It has caught my eye and I can’t wait to see the next collection that comes out.

Check out the brand’s website below! What do you think of it? Tell me in the comments below!

EATME Brand Website

Store Layout and Location Details

*I am not affiliated with this brand. This is only my personal report on the event that happened*