is singer Gwen Stefani
's brand of apparel, fashion accessories, and stationery
launched in 2005. The concept for Harajuku Lovers revolves around the Shibuya, Tokyo
area of Harajuku
and the four "Harajuku Girls
," Gwen Stefani's Japanese
back-up dancers and entourage (Love, Angel, Music, and Baby).
Unlike Stefani's other fashion line, L.A.M.B., launched in 2004, which aimed for a more mainstream demographic; Harajuku Lovers instead tends to focus specifically on 'Kawaiiness' made famous by the streets of Harajuku in Japan. Kawaii depictions of Stefani and her dancers are common features of the products as is the kanji logo.
Clothing for the line is produced and licensed by JerryLeigh with stationery line produced and licenced by Nakajima USA
Gwen decided to create another clothing line, in addition to L.A.M.B.
, that would be more attractive to her fans and the general public, originally dubbed "Sub-Lamb", but lated changed to Harajuku Lovers. Harajuku Lovers attracts both obsessed fans and those who have never purchased a single Gwen Stefani CD.
Stefani started Harajuku Lovers as another layer and extension to her debut solo album Love.Angel.Music.Baby.
She has said that HL is an extension of the music and a visual to the lyrics, as many products allude to verses and themes in her songs ("Bubble Pop Electric" as a logo recalling Dubble Bubble
packaging, "a fatal attraction to cuteness" from the song "Harajuku Girls", "this shit is bananas" from "Hollaback Girl
Stefani's original inspiration for a Japanese-inspired line came from her very first trip to Tokyo
in 1996, where she was amazed by the self-expression and individual style of Japanese youth.