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Brugge BrooGirl "New Lolita" style elegant and noble
BrooGirl is a modern clothing brand that promotes the concept of "New Lolita" style. Since its launch, after nearly three years of development, BrooGirl has evolved into a strong and recognizable name in the young women's fashion market. In December 2009, in Tokyo, Japan, BrooGirl formed a strategic partnership with a well-known brand planning agency called Tokyo Shallow. This agency was responsible for shaping the brand image and integrating cutting-edge ideas into the BrooGirl identity, laying a solid foundation for future innovation.
Brugge, the creative force behind BrooGirl, focuses on promoting the core philosophy of the brand: "Live like a princess." The goal is to inspire women who dream of being a princess, helping them realize their inner elegance and confidence. From the classic Cinderella story to modern self-expression, BrooGirl aims to transform how women see themselves, encouraging them to embrace their own inner royalty.
The brand introduced a new concept of dress culture: "Live like a princess," which led to the creation of the "New Lolita" style. This unique aesthetic combines elements from the European Rococo period—soft, refined artistry—with Victorian nobility, while also incorporating the sweet, exaggerated features of Japanese Lolita fashion. This fusion creates a distinctive look that appeals to those who appreciate both historical elegance and contemporary flair.
BROOGIRL is more than just clothing; it's a lifestyle. It’s designed for women who cherish the dream of being a princess, seek a high quality of life, and value artistic expression and elegance. Through this brand, women are encouraged to step into their own version of a fairytale, transforming their everyday lives into something magical and confident. By embracing the "New Lolita" style, BROOGIRL empowers women to live with pride, grace, and a sense of timeless beauty.