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Harajuku Lovers 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 原宿 (Harajuku) logo.

Clothing for the line is produced and licensed by JerryLeigh with stationery line produced and licenced by Nakajima USA. There is also a fragrance, there are 5 different kinds: Baby, Music, Lil Angel, G, and Love.

Stefani's Inspiration

Gwen Stefani 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 later changed to Harajuku Lovers. Harajuku Lovers attracts both obsessed fans and those who have never purchased a single 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 Double Bubble packaging, "a fatal attraction to cuteness" from the song "Harajuku Girls", "this sh*t is bananas" from "Hollaback Girl", etc.) 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.

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