Studio project 3

Dolly Dreams

We were tasked to develop a brand label and design a collection

My brand story: At Dolly Dream, we believe in the power of fearless self-expression. Born from the heart of Japanese gyaru culture, our brand bridges the glamorous allure of Agejo with the bold, edgy confidence of Tsuyome. We create fashion for women who embrace their individuality, revel in their femininity, and aren’t afraid to take center stage.

My Proposed designs:

Concept shoot:

Tsuyome and Agejo gyaru are both deeply rooted in Japan’s nightlife but embody different aspects of it.

Tsuyome gyaru thrives in Shibuya’s club scene, embracing a bold, rebellious energy with tanned skin, body-hugging outfits, and wild nights out. Their nightlife is all about partying, freedom, and making a statement in loud, attention-grabbing fashion.

Agejo gyaru, on the other hand, is linked to hostess clubs, where charm and elegance define their world. Dressed in glamorous, doll-like outfits, they cultivate an air of luxury and seduction, navigating a high-class nightlife filled with VIP lounges, champagne, and meticulous beauty routines.

While Tsuyome gyaru exudes carefree confidence in the party scene, Agejo gyaru masters the art of sophisticated allure in exclusive nightlife spaces.