EIGHTH FLOOR OF MARUI YOUNG: SWEET LOLI AND CLASSICAL LOLITA CONFECTIONS.
Jimi (aka Elec, aka Man Heaven) and I had a brilliant conversational moment when a new word materialized: “confectious”. The portmanteau made perfect sense in the context; it combines “contagious” and “infectious” and sounds like “confection”: a sweet that has been crafted into a deliciously agonizing object of desire.
And that about sums up the eighth floor of Marui One Shinjuku. As soon as you step off the escalator, you’re surrounded by the ruffled concoctions of Baby, the Stars Shine Bright…
…but it’s hard to keep your eyes in one place. Angelic Pretty entices you with pink neo-Rococo furniture. (The escaping teddy bear is kawaii overload! )
Metamorphose temps de fille beckons from across. Are we beginning to understand the meaning of “confectiousness”?
As on floors 5-7, the shop girls were dressed to match the brand. Angelic Pretty’s clerks stole the show; they looked like pink cupcakes sprinkled with bows and hearts.
Emily Temple Cute had its own enclosed section at one end (you can see a map of the floor here.) This label has evolved from Country Lolita straw hats to 1950s pica-pica.
Arrrrrr! Alice and the Pirates tantalizes shoppers with a giant chest of Lolita treasure. Aren’t the purses darrrrrling?
Kera Shop Angel carried a variety of brands, including Innocent World and Victorian Maiden (two of my favorite Classical / Ama Loli brands). Pink roses and sweet treats hung from gold chains on the jewelry board.
I was tempted by the Gothic Lolita and Kodona clothes in this section. I have a soft spot for giant lace jabots and Victorian veiled hats.
The Sweet Lolita floor of Marui was by far the busiest, and many customers dressed to match the atmosphere. In my video, you can hear them squealing “kawaii!” as they run their hands over the gathered sleeves and skirts. Perhaps soon, we’ll be hearing choruses of “CONFECTIOUS!”