Mixxmix featuring Heart Club: Kawaii To Go….

Mixxmix featuring Heart Club: Kawaii To Go….

Mixxmix is a Korean brand and online shop for other Korean brands: testing out the waters in the States like the subject of the previous post – Airfish – however I can’t say they’re aiming at young girls: the market segment seems to be more older teens through to late twenties. The only real reason I’m posting on them is one particularly successful session – with two young models (anonymous, like the photographer, I’m afraid) who could pass for “girls” in the sense the word should be used. The actual brand is Heart Club, but Mixxmix seems to be its main retail point:

16fw-htcl-12-3

….hmmm, you’re thinking – this is where we get the zettai ryouiki lecture on sock length again – ok, I’ll pass on (psst, click on the link – there are some seriously cute portraits), since I’m not sure Koreans want their styles conflated with Japanese ones anyway…. As with Airfish, I’m also not sure the American market is ready for some of the conceits of the stylists – but for any young lady wanting to get out of the tee/jeans rut the outfits are wearable versions of “kawaii” styles:

16fw-htcl-12-2

16fw-htcl-12-1

16fw-htcl-13-2

16fw-htcl-13-1

16fw-htcl-11-3

16fw-htcl-24-3

And here are some of the rest – I’ve tried to choose images that reflect the shop’s younger styles – younger-styled brands including 99Bunny – but as with a lot of Far Eastern promotional material, you get thirty-year-olds trying to look as if they’re seventeen – except age-shaming is a little difficult when they crop the heads off or place a camera/iPhone strategically in front of the models’ faces:

_______________image-154

13442178_1030690463646877_3509125570884176897_n

10649767_978506502198607_1548662920057906411_n

12795375_964679390247985_2176775391457471480_n

12718231_964679356914655_905194302996900572_n

13248831_222765211449316_1671150241_n

13015681_996143897101534_2398366532385939416_n

13181528_1030328800417526_1206471501_n

13232985_1012822442100346_7666892233242904645_n

13606664_1043284909054099_8140961773013187315_n

13712697_1755107454771505_1999956218_n

hc-25-07

hc2-01-06

13100732_1003308263051764_3483559889727838955_n

13177725_1005399229509334_8098758853310960971_n

MIX_9482

……the last model looks impossibly blasé – but she does manage to summon enough energy to display those cute knee-highs in motion:

…..and these two even get to dance (a little):

Go_With_Us_Heart_Club_T-Shirt_boogzel_apparel_20_60f8ed57-5fa4-48ab-8300-2864a402d10e

…….anyway – you get the idea: kawaii styles with a Forever 21 feel, promoted in English as well as Korean, an online store available in English, and reasonably good Instagram coverage to get the credit card juices flowing…….personally I’m more interested in knowing who the models and photographer were for that first session…..but enlightenment could arrive….

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s