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BrooGirl is a clothing brand that promotes the concept of "new Lolita" style, redefining modern fashion with a fresh and elegant approach. Since its launch nearly three years ago, the brand has developed into a strong competitor in the young women's fashion market, standing out with its unique identity and appeal.
In December 2009, BrooGirl formed a strategic partnership with Tokyo-based brand planning agency Tokyo Ibuuburando. This collaboration allowed the agency to take charge of brand image development and integrate cutting-edge trends, laying a solid foundation for BrooGirl’s continuous innovation and creative growth. Moving forward, Brugge will remain focused on delivering the core philosophy of "living like a princess" through its brand culture. The goal is to inspire women who dream of being a princess, helping them build confidence and pride in their own beauty, from the humble Cinderella to the confident royal figure.
The brand was the first to introduce the idea of "living like a princess," creating the "new Lolita" style as a response to this vision. Based on the concept of living like a princess, Tokyo Ibuuburando positioned BrooGirl to resonate with women who cherish dreams, value quality of life, and appreciate artful elegance. It aims to help these women transform from everyday life into a more regal, graceful existence, fostering a sense of self-worth and confidence reminiscent of a true princess.
The "new Lolita" style blends elements of European Rococo artistry—soft and refined—with Victorian nobility, while incorporating the sweet, exaggerated aesthetics of Japanese Lolita fashion. This unique fusion creates a visually striking and deeply symbolic brand identity. The style emphasizes intricate details, delicate embellishments, and a focus on fit, making it both trendy and timeless. The "new Lolita" style represents not only an aesthetic choice but also a symbol of maturity and innovation for the BrooGirl brand.
Targeting women who value beauty, art, and elegance, BrooGirl appeals to 23–30-year-old white-collar professionals and artistic individuals who are trendsetters among young women. These women are independent, expressive, and passionate about fashion, art, and personal style. For them, clothing is more than just an outfit—it's a reflection of their personality, mood, and lifestyle.
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