Japanese Fashion: EATME Harajuku Store Grand Opening – October 26th, 2014

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On October 26th, 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.

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White and Blue Rose Print Dress by EATME. Photo Taken in Yebisu Garden Place

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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.

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All Pictures are credited to the EATME Brand found on the EATME Website

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*

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Translation – Mina October 2014, Masuda Takahisa – “Massu Styling” Volume 1

This month’s theme is….. “Simple Monotone”

This is the first part of this series, and I have been put in charge of what I will wear! (LOL). A lot of people probably have an image of me wearing clothes that are kind of all over the place1, but I actually also like simple-like clothing, like the outfit with the hat on the left… but simple like items with simple like shape to them don’t match. What’s best is an item that is simple, but the size is big or it has something that reflects that person’s personality, right? Wearing a knit vest is difficult, so I paired it with the sweatshirt material shirt. But saying that, the knit vest has a rough texture and the arms are short sleeved, so I decided to buy it at first glance. Pairing it with RAF SIMONS pants was also nice I thought. The long sleeve t-shirt that is a different color and paring it with the short sleeve vest I think goes well together. On a day where you wear sweat material on the top and bottom, I like to wear something like leather boots with it, pairing it together one nice item; the hat that I am wearing now is also like that! It has the feeling of an outfit you would want to wear to go shopping around in, rather than an outfit that you would stroll around your neighborhood in.

On the right page is the check set-up2. I like that even though it is one item together, it isn’t boring. Layering the non-sleeve parka over it is normal for me. On a casual day when going out to eat a meal or something, I wear something like this a lot.

If girls wore monotone, a simple T-shirt with a scoop neck neckline is infatuating! (LOL) Pairing it with black skinny pants is ideal. Wearing monotone together on a date is perfectly okay. Wearing flower print together is kind of embarrassing though… (LOL)

So, next time I will also come prepared with lots of clothes as well!

 

 

*Translators Notes:

1. He means that people have the image of him wearing lots of patterns and colors together in one outfit, thus “all over the place clothing”

2. A set-up is an outfit that the top and the bottom are the same material and print and it is popular clothing for men and women here recently in Japan.

 

*Disclaimer* I am still actively learning Japanese and this translation is not perfect. This translation is as direct of a translation as I can make it and I took some liberties as a native english speaker to make it flow better in English, as some things don’t translate well into English from Japanese.