CECIL McBEE
Japan Imagination · Japan
CECIL McBEE is a Japanese women's fashion brand launched in 1985 by Japan Imagination. Once the top selling brand at Shibuya 109 and a symbol of gal culture, it was relaunched in 2021 with an online store and pop-up shops.
| Founded | 1985 |
|---|---|
| Operator | Japan Imagination |
| Peak | Top seller at Shibuya 109, 2000 to 2013 |
| Relaunch | August 2021, online |
| Website | cecilmcbee.jp |
What is CECIL McBEE?
CECIL McBEE is a young women's fashion brand from Japan, operated by Japan Imagination. Its original concept was "sexy casual", and in the 2000s it led the Shibuya gal fashion scene.
History
Founded in 1985, the brand was the best selling label at the Shibuya 109 fashion building from 2000 to 2013. As the gal boom faded it shifted to a more feminine line in 2017, then rebranded again in 2019 with a girly, trend-aware concept, a new sans serif logo and a target customer in her teens to early twenties.
Japan Imagination announced the closure of all CECIL McBEE stores in 2020. The brand returned in August 2021 with a new e-commerce site and planned pop-up stores.
Products and positioning
CECIL McBEE focuses on accessible womenswear for young customers, with dresses as a traditional strength.
- One-piece dresses
- Casual and girly separates
- Trend-led pieces for fashion beginners
Why it matters
CECIL McBEE is a case study in how a store-based youth brand tied to one subculture adapts when that culture fades, moving from a large physical footprint to an online-led relaunch.
Frequently asked questions
Is CECIL McBEE still in business?
Yes. After closing its stores in 2020, the brand relaunched in August 2021 with an online store and pop-up shops.
Who owns CECIL McBEE?
CECIL McBEE is operated by the Japanese company Japan Imagination.