Filed under: Ads, Fame, Fashion News | Tags: wwd, gwen stefani, fragrance, world of harajuku, perfume, marketing to children, release, julie noughton

Gwen Stefani is about to release five new perfumes for her The World of Harajuku Lovers fragrance collection. Each fragrance comes in a different very cutesy, cartoony bottle. It’s cute. Whatever. I like Gwen, and I can’t blame her for co-opting Japanese fashion/aesthetics. She was born in America, home of the rip-off artist.
Here they are on the cover of WWD:

How much do you want to bet that this Harajuku World stuff is the new Sanrio, or at least the new Power Puff Girls? I think that’s what she’s vying for judging by what Julie Noughton writes:
The scents are all inspired by Stefani’s views of her backup singers. Love is described as “sweet, caring, free-spirited and always off in her own little world.” Lil’ Angel is “constantly looking out for others,” but is no saint. Music is “always looking to make someone laugh” and is “charismatic.” Baby is “enticing in her frilly innocence.” (And, naturally, G is the leader of the pack.)
Those names make me want to barf, but I can see this being a cartoon, and I can see the little figurines being sold in gumball machines next to the Lil’ Homies in grocery stores and Mexican restaurants.
If I were Sanrio, I’d be making a deal with Gwen pronto.
–Valentina




