Shopping Guide
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By onemall 
TL;DR
Jirai kei (地雷系, “landmine style”) and ryousangata (量産型, “mass-produced style”) are the two halves of the same Shibuya 109 wardrobe: black-and-pink frills, ribbons and platform loafers on one side, pink-and-white tweed and lace on the other. The brands are Ank Rouge, LIZ LISA, Evelyn, ROJITA, Secret Honey, MA*RS, Bubbles, DearMyLove, Swankiss, Honey Cinnamon, Amavel, axes femme and RoseMarie seoir; none has a shop outside Japan, and their web stores ship domestically only. New pieces cost ¥5,000–15,000; on Mercari Japan and Yahoo! Flea Market the same dresses are ¥1,000–8,000, which is where most of the world’s jirai wardrobes come from.
- Jirai brands: MA*RS, Bubbles, DearMyLove, Jamie A.N.K, plus the black colourways of Ank Rouge and ROJITA. Ryousangata brands: Ank Rouge, LIZ LISA, Evelyn, Secret Honey, Honey Cinnamon, Swankiss, Amavel, RoseMarie seoir.
- Read today: Ank Rouge ribbon dress ¥2,450, LIZ LISA platform loafers ¥5,600 (about ¥15,000 new), evelyn Shoulder Ribbon dress ¥8,500, MA*RS dress new with tags ¥3,900, Bubbles buckle platforms ¥5,000, DearMyLove dress unused ¥2,000.
- Sizes: Japanese S/M/L/LL run one to two sizes smaller than US; DearMyLove, ROJITA and axes femme go to 3L–5L. Conversion table below and in the clothing-size guide.
- Shipping: a dress and a blouse (800 g) is $24.55 to the US by ECMS, $31.95 to the UK by EMS, $27.69 to Australia on today’s quotes; platform shoes add a box and roughly double the weight.
Jirai kei vs ryousangata vs menhera: the styles, side by side
The names are internet slang that the shops adopted. Jirai kei took a word for an emotionally volatile girl and made it a look in 2019–2020; ryousangata is what idol fans called their own uniform of identical pink outfits; menhera (from “mental health”) and yami kawaii (“sick-cute”) were the pastel-with-pills scene that came before. They share shops, shoes and mascots and differ mostly in colour.
| Style | Look | Brands | Note |
|---|---|---|---|
| Jirai kei (地雷系, “landmine type”) | Black with pink or white; frilled blouses, ribbon ties, pleated or tiered mini skirts, platform loafers or Mary Janes, knee socks, heart and cross motifs. Twin tails, doll lashes, pink-red under-eye “jirai make”. | MA*RS, Bubbles, DearMyLove, Ank Rouge (dark colourways), Jamie A.N.K, ROJITA; Kuromi as mascot | A slang word for an emotionally explosive girl that a 2019–20 generation of Shibuya and Harajuku shoppers turned into a look. The dark half of the pair. |
| Ryousangata (量産型, “mass-produced type”) | Pink, white, beige and dusty blue; tweed, lace, big ribbons, puff sleeves, pearl buttons, jumper skirts, quilted bags, platform loafers; brown wavy hair, soft makeup. | Ank Rouge, LIZ LISA, Evelyn, Secret Honey, Honey Cinnamon, Swankiss, Amavel, Rosemarie seoir; My Melody and Cinnamoroll as mascots | The self-deprecating name for dressing like every other idol fan in the queue; the “sansen-fuku” (concert outfit) look. The light half. |
| Menhera / yami kawaii | Pastel with medical and sad motifs: pills, bandages, syringes, crying faces; hoodies and sweatshirts over the jirai base. | Small Harajuku labels and indie makers on Mercari; Menhera-chan goods | The 2015–18 forerunner; most menhera dressers moved into jirai kei, and the words overlap on Mercari tags. |
| Subculture-kei (サブカル系) | Black, oversized, band tees, berets, chunky boots, less frill; the “sabukaru” girl next to the jirai girl. | WEGO, SPINNS, vintage | What people mean by “jirai kei subcul brands”. |
| Gothic lolita / sweet lolita | Bell skirts with petticoat, blouses, headdresses; a full silhouette rather than a mini. | Angelic Pretty, BABY, Metamorphose | Older, more formal and more expensive; jirai kei borrows the shoes and the ribbons only. See the gyaru guide for gyaru, the other neighbour. |
Jirai kei and ryousangata brands: who makes what, and where it is sold
Almost every brand below sits on one of two floors: the sixth floor of Shibuya 109[1] (LIZ LISA, MA*RS, ROJITA, Amavel, Bubbles, next to the Sanrio shop) or Laforet Harajuku (Secret Honey, Honey Cinnamon). DearMyLove and axes femme are online and suburban-mall brands. Prices in the last column were read from live listings on 21 September 2026.
| Brand | Style | What it is known for | Prices read on 21 September 2026 |
|---|---|---|---|
| Ank Rouge (アンクルージュ) | Ryousangata / jirai | The brand the word ryousangata is attached to: ribbon-front dresses, jumper skirts, tweed sets, bijou-buckle platform loafers, in pink-white and black-white colourways. | Used dresses from about ¥1,000; an M-size ribbon dress is ¥2,450 on Yahoo! Flea Market today, a Mercari dress ¥2,444, unworn tweed balletcore platforms ¥5,100. |
| LIZ LISA (リズリサ) | Ryousangata / himekaji | The pink-floral house on the sixth floor of Shibuya 109 since the late 1990s; sailor sets, lace-collar dresses, quilted bags and the ribbon platform loafers that jirai and ryousangata girls both wear. | A worn-once dress is ¥5,980 on Mercari, black ribbon platform loafers ¥5,600 (the seller quotes about ¥15,000 new); knit dresses from the archive go for far more. |
| Evelyn (エブリン) | Ryousangata | Shoulder-ribbon and big-collar dresses, tweed skirts, shirt-dresses; a Shibuya 109 tenant and the brand most often paired with Ank Rouge in a ryousangata wardrobe. | The Shoulder Ribbon Onepiece is ¥8,500 today; a tweed skirt ¥1,888. |
| ROJITA (ロジータ) | Both | Shibuya 109 sixth floor[2]; bow-tie dresses, sailor sets, quilted volume skirts, in both the pink and the black palette, sized up to LL. | Bow-tie ribbon dress ¥3,700 on Yahoo! Flea Market; skirts from about ¥1,200 on Mercari. |
| Secret Honey (シークレットハニー) | Ryousangata / princess | Shibuya 109 third floor and Laforet Harajuku[3]; sailor-collar dresses, quilted jackets, embroidered jackets and the Disney princess collaborations (Cinderella, Rapunzel) that made it. | A sailor ribbon-tie dress bought at Laforet is ¥7,500 on Mercari; a pink set-up ¥2,899. |
| DearMyLove (ディアマイラブ, Dream Vision) | Jirai / ryousangata | The online brand of Dream Vision (夢展望)[4]: the widest size range in the scene (to 5L on many pieces), “push-colour” idol dresses in every fan colour, Kuromi and My Melody collaborations, plus the whip and Rose sub-lines. | An unworn LL dress is ¥2,000 on Yahoo! Flea Market; blouses from about ¥1,300 on Mercari. |
| MA*RS (マーズ) | Jirai / dark girly | Shibuya 109 sixth floor; the black × pink, heart-and-cross, lace-sleeve label that defines the jirai side, with the REAL MA*RS line for skull and gothic prints. | A lace-sleeve mini dress, new with tags, is ¥3,900 today. Search results mix in a One Piece card called Marcus Mars — skip those. |
| BUBBLES (バブルス) | Jirai / Y2K | Shibuya 109 sixth floor[5]; sheer-panel dresses, peplum sets, crop knits and the double-buckle platform shoes; where jirai kei meets Y2K. | A free-size sheer dress is ¥6,999, the double-buckle platforms ¥5,000 (the seller is “retiring from jirai kei”). |
| Swankiss (スワンキス) | Ryousangata / soft girly | Harajuku[6]; gingham doll dresses, cat-motif knits, pastel sets. The softer, cheaper end of ryousangata. | Dresses ¥2,850 and knits from about ¥1,600 used. |
| Honey Cinnamon (ハニーシナモン) | Ryousangata / retro girly | Laforet Harajuku; big-ribbon check dresses, sheer frill dresses, idol collaboration tees. | A sold-out sheer check frill dress is ¥7,777 on Mercari. |
| Amavel (アマベル) | Ryousangata / classical | Shibuya 109 sixth floor[7]; the Antique Doll and Fantasy Milkyway series, constellation-embroidered sailor blouses, letter-print blouses, jumper skirts. | A sailor blouse and jumper skirt set is ¥5,000; blouses new run ¥8,000–10,000. |
| axes femme (アクシーズファム) | Classical / budget ryousangata | A nationwide chain with the cheapest new prices in this list; floral lace dresses, jumper skirts, the POETIQUE dark line. | A floral long dress is ¥2,780 used. |
| RoseMarie seoir (ローズマリーソワール) | Sweet / princess | Angel and Sanrio prints, frilled dresses, the Sanrio collaboration totes; the priciest brand here and the one closest to lolita. | A new angel-print frill dress is ¥12,000 on Mercari. |
| Jamie A.N.K | Jirai / China-motif | The darker sister label sold alongside Ank Rouge: China-collar dresses, black lace, chain details. | New dresses from about ¥3,300 on Mercari. |
| YOSUKE (ヨースケ) | Shoes | The platform-shoe maker both styles buy: 7 cm platform sneakers, mules, ribbon lace-ups. | Platform sneakers ¥6,500 used; generic jirai platform loafers from ¥2,700. |
| Shimamura, GU, Don Quijote, WEGO, SPINNS | Fast fashion | Shimamura’s influencer collaborations, GU and Don Quijote’s jirai corners, WEGO and SPINNS on Shibuya 109’s seventh floor: the under-¥3,000 way in. | Shimamura collaboration dresses turn up on Yahoo! Flea Market at about ¥2,500. |
Six of those
A ryousangata dress, a jirai dress, two pairs of the platform shoes both styles wear, and two of the Shibuya 109 labels, each read from the shop page today.
What jirai kei and ryousangata clothes cost in Japan today: live listings
Every row is a listing on sale on 21 September 2026, read from the shop page the morning this article went live; asking prices in yen before proxy fees and shipping. Mercari and Yahoo! Flea Market rows are private sellers — read the condition line (worn once, new with tags, sold out at retail) in the listing.
Japanese sizes for jirai and ryousangata brands
Most of these brands cut for a Japanese M and label pieces S / M / L / LL or Free; the ranges below are the JIS-based ones the brands use. Compare the flat measurements in the listing (shoulder, bust, waist, length) rather than the letter.
| Japanese size | Typical body range | Nearest US / UK |
|---|---|---|
| S | Bust 77–83 cm, waist 58–64 | US 0–2 / UK 4–6 |
| M | Bust 79–87, waist 61–67 | US 2–4 / UK 6–8 |
| L | Bust 86–94, waist 69–77 | US 6–8 / UK 10–12 |
| LL / XL | Bust 93–101, waist 77–85 | US 10–12 / UK 14–16 |
| 3L–5L | Bust 100–124 | US 14–22 (DearMyLove, ROJITA, axes femme go here) |
| Free size (F) | Usually an M; check the flat measurements in the listing | — |
Shoes are in centimetres: platform loafers in 22.5–25.0 cm, sometimes S / M / L (about 23 / 23.5–24 / 24.5 cm). The shoe-size guide converts to US and UK.
How to buy jirai kei and ryousangata brands from Japan
- Step 1 — New pieces: the brands’ official shops on Rakuten and ZOZOTOWN carry the current season at retail (¥5,000–15,000 for a dress, ¥10,000–15,000 for platform loafers). Search the brand name in katakana or roman letters; the links in the brand table do this.
- Step 2 — Used and sold-out pieces: Mercari Japan and Yahoo! Flea Market. Search the brand plus 地雷系 or 量産型, filter by size, and read the seller’s condition line and stated retail price. Most listings are worn once or twice by someone who has “changed style” (系統が変わった).
- Step 3 — Order through the proxy. OneMall buys the listing for you; service fees start at ¥200 per order (Mercari and Yahoo! Flea Market ¥200 up to ¥7,000, then 3%; Rakuten 3%, minimum ¥200). Second-hand platform items ship to the warehouse within a day of purchase.
- Step 4 — Consolidate. Five dresses from five sellers go into one box; the first six orders consolidate free, and 90 days of free storage lets you wait for the shoes before shipping.
- Step 5 — Ship. Clothing compresses; shoes do not. Ask for shoes without the retail box if the box does not matter to you — volumetric weight is what makes a 1.5 kg parcel bill as 2 kg.
Shipping a jirai wardrobe from Japan: live quotes
Quotes from the OneMall calculator on 21 September 2026: a folded dress and blouse (800 g, 30 × 22 × 8 cm) and platform shoes in their box with a dress (1.5 kg, 32 × 22 × 12 cm, billed as 2 kg). US parcels go by ECMS or DHL; Japan Post EMS and Seamail serve the UK and Australia.
| Parcel | To the US (Los Angeles) | To the UK (London) | To Australia (Sydney) |
|---|---|---|---|
| A dress and a blouse, folded, 800 g | $24.55 ECMS (10–20 days) / $36.22 DHL (3–7 days) | $31.95 EMS (7–9 days) / $19.17 Seamail | $27.69 EMS (7–9 days) / $17.75 Seamail |
| Platform shoes in their box plus a dress, 1.5 kg (billed at 2 kg for the box size) | $28.10 ECMS / $39.90 DHL | $46.86 EMS / $24.14 Seamail / $39.65 DHL | $39.41 EMS / $22.01 Seamail / $28.78 DHL |
Clothing and shoes are unrestricted; duty thresholds by country are in the import-tax guide and delivery times in the shipping-time guide.
Reading a Japanese jirai kei listing
| Japanese | Reading | Meaning |
|---|---|---|
| 地雷系 / 量産型 / メンヘラ / 病みかわいい | jirai-kei / ryousangata / menhera / yami-kawaii | the four style words to search |
| 娘系 / 妹系 / 地雷女子 | hime-kei / imouto-kei / jirai-joshi | princess style / little-sister style / “landmine girl” |
| 参戦服 / 推し色 / 推し活 | sansen-fuku / oshi-iro / oshikatsu | concert outfit / your idol’s member colour / fan activity — the reason ryousangata exists |
| ワンピース / ジャンスカ / セットアップ / ブラウス | one-piece / jansuka / set-up / blouse | dress / jumper skirt (pinafore) / matching set / blouse |
| 厚底 / ローファー / メリージェーン | atsuzoko / loafer / Mary Jane | platform / loafers / Mary Janes |
| リボン / フリル / レース / ツイード | ribbon / frill / lace / tweed | the four fabric words in most listings |
| 新品タグ付き / 美品 / 着用回数 / 定価 | shinpin tag-tsuki / bihin / chakuyo kaisu / teika | new with tags / excellent condition / times worn / retail price (sellers usually state it) |
| フリーサイズ / 喧重 / ウエスト | free size / kata-fuku / waist | one size / shoulder width / waist — the flat measurements to compare |
| コラボ / 完売品 / 広場限定 | collab / kanbai-hin / kaijo gentei | collaboration / sold out at retail / venue-exclusive |
| クロミ / マイメロディ / シナモロール | Kuromi / My Melody / Cinnamoroll | the Sanrio characters each style adopted |
Quick answers: the jirai kei and ryousangata questions people search
| Question people search | Answer |
|---|---|
| Jirai kei meaning? What is jirai kei / landmine fashion? Jirai kei vs jirai? | Jirai (地雷) is “landmine”; jirai-joshi was slang for a girl who explodes emotionally, and around 2019–2020 the look those girls were stereotyped in — black-and-pink frills, platform loafers, doll makeup — became a style with its own name. Jirai kei is the fashion; jirai on its own still means the person. |
| Jirai kei vs ryousangata? Jirai kei vs menhera / yami kawaii / lolita / gyaru / visual kei? | Ryousangata is the pink-white idol-fan look, jirai the black-pink one; same shops, same shoes, different palette. Menhera and yami kawaii are the 2015–18 pastel-and-pills forerunners. Lolita is a full-skirted formal silhouette; gyaru is tanned and loud; visual kei is band fashion. The table at the top lines them up. |
| Best jirai kei brands / ryousangata brands / famous / list? | Jirai: MA*RS, Bubbles, DearMyLove, Jamie A.N.K, the dark side of Ank Rouge and ROJITA. Ryousangata: Ank Rouge, LIZ LISA, Evelyn, Secret Honey, Honey Cinnamon, Swankiss, Amavel, Rosemarie seoir. Budget: axes femme, Shimamura, GU, Don Quijote. |
| Jirai kei brands in Japan / Shibuya 109 / Harajuku / where to buy in Tokyo? | Shibuya 109: LIZ LISA, MA*RS, ROJITA, Amavel and Bubbles on the sixth floor, Secret Honey on the third, WEGO and SPINNS on the seventh, Sanrio on the sixth. Laforet Harajuku: Secret Honey, Honey Cinnamon. Don Quijote has a jirai corner in most big branches. |
| Jirai kei brands that ship internationally / online / websites? | Most brand web stores ship within Japan only; the route from abroad is the brands’ Rakuten and ZOZOTOWN shops for new pieces and Mercari or Yahoo! Flea Market for used, through a proxy. The links on this page do that. |
| Jirai kei brands cheap / on AliExpress / Taobao / SHEIN / Chinese jirai kei brands? | The Chinese platforms sell copies and a few Chinese jirai labels; the Japanese originals used on Mercari cost about the same (¥1,000–3,000 for a dress) and are the real thing. Bobon21 and similar Chinese brands are outside this guide. |
| Jirai kei brands UK / US / USA / Europe / plus size? | No Japanese jirai brand has a shop outside Japan. Plus size: DearMyLove goes to 5L on many pieces, ROJITA and axes femme to LL–3L; the size table below converts. |
| Jirai kei mercari jp? Where to buy jirai kei / near me? | Search Mercari Japan[8] for the brand in katakana plus 地雷系 or 量産型; sellers tag both. Yahoo! Flea Market has the same stock at slightly lower prices; both need a proxy from abroad (how Mercari Japan works from overseas). |
| Jirai kei shoes / shoe brands / loafers / platform / bag brands / jewelry brands / crown necklace? | Shoes: LIZ LISA and Ank Rouge ribbon loafers, Bubbles buckle platforms, YOSUKE sneakers. Bags: quilted LIZ LISA, fluffy heart bags, brand pouches. Jewellery: heart and cross chokers, pearl chains; the crown and orb necklaces people search for are a British brand outside this guide. |
| Jirai kei makeup / makeup brands / lashes / contacts / lenses / nails? | Jirai make is pink-red under the eye, doll lashes, a small red lip; Japanese drugstore brands (Canmake, Cezanne, KATE) do most of it — see the Japanese makeup brands guide. Colour contacts and false lashes ship; contact lenses need a prescription in some countries. |
| Jirai kei clothes / cardigan / jacket / long skirt / with pants / no bangs / curly hair / uniform? | Cardigans and quilted jackets (Secret Honey, ROJITA), long tiered skirts (DearMyLove, axes femme), sailor uniform sets (LIZ LISA, Amavel). Pants are rare in the style; long skirts are the winter answer. Hair and bangs are not rules. |
| Jirai kei Chiikawa / Kuromi / Sanrio / nendoroid / vtuber / picrew / quiz / usernames / wallpaper? | Kuromi is the jirai mascot and My Melody the ryousangata one; Sanrio’s own jirai-styled goods are on Mercari. The rest are internet culture questions, not shopping ones. |
| Ryousangata fashion / ryousangata vs jirai / j fashion ryousangata / sansen-fuku? | Ryousangata (量産型) is the mass-produced idol-fan look built for concerts (sansen-fuku), in the member colour of the idol you support. Same brands as jirai in the pink half of the shop. |
FAQ
What does jirai kei mean?
“Landmine style”. Jirai-joshi was slang for a girl who blows up on you; the look those girls were stereotyped in — black-and-pink frills, ribbon blouses, platform loafers, red-tinged doll makeup, twin tails — became a fashion category around 2019–2020 and lost most of the insult along the way.
What is the difference between jirai kei and ryousangata?
Colour. Ryousangata is the pink, white and beige idol-fan uniform; jirai kei is the same silhouettes in black with pink or white. The brands overlap almost completely — Ank Rouge, LIZ LISA and ROJITA sell both colourways — and MA*RS, Bubbles and DearMyLove lean jirai.
Which brands are the best for jirai kei?
MA*RS for the black-and-pink heart-and-cross pieces, Bubbles for platforms and sheer dresses, DearMyLove for size range and idol colours, Ank Rouge and ROJITA for the dark colourways of ryousangata staples, Jamie A.N.K for China-collar dresses. LIZ LISA loafers are the shoe.
Do jirai kei brands ship internationally?
Not directly. The brands’ web stores ship inside Japan; from abroad you buy through their Rakuten and ZOZOTOWN shops or from Mercari and Yahoo! Flea Market with a proxy, which is what the links on this page do.
How much does a jirai kei outfit cost?
New: a dress ¥5,000–15,000, platform loafers ¥10,000–15,000, a blouse ¥4,000–8,000. Used on Mercari today: dresses from ¥2,444 (Ank Rouge) to ¥8,500 (evelyn), loafers ¥5,600 (LIZ LISA), platforms ¥5,000 (Bubbles). Add about ¥200 proxy fee per order and shipping from the table.
Is jirai kei plus-size friendly?
DearMyLove is the answer most Japanese plus-size dressers give: many pieces to 5L. ROJITA and axes femme go to LL–3L; the Shibuya 109 brands mostly stop at L or Free.
Related reading
- Gyaru fashion 2026 · Japanese makeup brands · Japanese clothing size conversion · Japanese shoe size conversion
- How to buy from Mercari Japan · Japan proxy services compared · Import tax and customs when buying from Japan · Shipping times from Japan
Last updated: 21 September 2026. Listing prices read from live Japanese listings on 21 September 2026; shop floors from Shibuya 109’s shop list and the brands’ own sites the same day.
References
- SHIBUYA109 — official shop list by floor. shibuya109.jp/shibuya/
- ROJITA — official site. rojita.com
- Secret Honey — official site. secrethoney.com
- Dream Vision Co. (DearMyLove) — corporate site. dreamv.co.jp
- BUBBLES — official site. bubbles.jp
- Swankiss — official site. swankiss.jp
- Amavel — official site. amavel.jp
- Mercari Japan — official site. jp.mercari.com