LAGUA GEM
Baroque Japan Limited · Japan
LAGUA GEM is a Japanese women's fashion brand from Baroque Japan Limited, launched in 2018. It mixes vintage, casual and street pieces for trend conscious young women.
| Operator | Baroque Japan Limited |
|---|---|
| Launch | August 2018, online |
| Director | Ayaka Murohara |
| First store | LUMINE EST Shinjuku, 2019 |
| Website | laguagem.jp |
What is LAGUA GEM?
LAGUA GEM is a women's fashion brand operated by Baroque Japan Limited, the Tokyo based company behind SLY and MOUSSY. The brand grew out of an in-house contest: its director Ayaka Murohara, a former SLY sales associate with seven years of shop floor experience, won the grand prize with the concept.
History
LAGUA GEM launched at the end of August 2018 as an e-commerce only brand. In its first season it appeared at Tokyo Girls Collection and ran pop-ups at The SHEL'TTER TOKYO and SHEL'TTER Umeda HEP FIVE. Its first standalone store opened at LUMINE EST Shinjuku in March 2019, designed as an experience led space rather than a conventional apparel shop.
Products and positioning
The style combines vintage, casual and street elements while keeping a feminine balance. The brand targets trend sensitive women from their late teens to early twenties and is priced a tier below SLY. Many items are offered in XS and S sizes, and clothing is developed from the customer's point of view.
Why it matters
LAGUA GEM shows how a listed Japanese fashion group can incubate a brand from its own sales staff, test it online first and then move into physical retail once demand is established.
Frequently asked questions
Who owns LAGUA GEM?
LAGUA GEM is operated by Baroque Japan Limited, the Tokyo company that also runs SLY and MOUSSY.
What style is LAGUA GEM?
The brand mixes vintage, casual and street pieces with a feminine balance, aimed at women in their late teens and early twenties.