Created by Gwen Stefani, this is currently only a brand of perfume. I think that there is great potential in this brand for it to be broadened into a fashion range. Many famous brands are as renowned for their fragrances as they are for their fashion ranges, such as Chanel and Christian Dior. The brand already has a very definite style and direction, as it is named after the Japanese street style trend 'Harajuku' which takes its name from the small district in Japan this style orginiated from. The brand already re-releases their fragrances with seasonal bottles and promotional gifts like towels and pencil cases, and I would like to design for there to be an outfit for each of the five perfumes at every release. There is already a merchandise range, but I would like to design a more mainstream label for the brand to break out of the merchandise fashion ranges. There are also garments and accesories available in Taiwan under this label, but there is no UK store or range and I think there is room for it in the current market.
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