d.i.a. is back

 d.i.a is back gals! (⌒▽⌒)♡

 ~ やっほ and helloooo peeps ! ☆⌒ヽ(*'､^*)chu

 I've already talked about it here on the blog. 
But for those who haven't heard, the cult brand d.i.a. spec is back.

 Back in 2010 when I was a little baby-gal the 
brand d.i.a. were so popular. Every gyaru had a big buckle belt 
with gold chains and the sparkling letters D. I. A.

 

 I remember my struggle to get my hands on a original. 
Since ordering from japan was - absolutly not easy. 
There was no translation, the websits were old and only in
 japanese and even Rakuten was a adventure to order from. 
Privat shopping servisces were the only way to shop from japanese sites. 
And you couldn't just google "private Japanese shopping service" 
and get the address from a nice person...
I was lucky enough to meet Lily 
(a Gyaru friend back in the day) 
She knew a reputable shopping service lady. 
And thanks to her, I got my very first (and only) 
original d.i.a. belt. 
I'm not 100% sure about the price, 
but I think I paid around 40-50€ for a used one. 
And I still have this treasure.

By now, prices had risen dramatically. 
Some gals were demanding €300 - 400 for a 10 - 15 years 
old belt—it was getting more and more ridiculous.

 

Old pictures from the d.i.a store in Shibuya 109. 

d.i.a. was the full embodiment of: 
"Get Wild And Be Sexy".

Leopard and zebra prints. 
Skulls, US flags, gold chains, 
Western style, short skirts, fur leg warmers... 
Everyone knew immediately: This is d.i.a.

The brand has managed to leave its own signature on outfits.

 

I think it was 2014/15 (about 10 years ago) 
when d.i.a. reached its peak in the gaijin gyaru scene.
Kuro gyaru somewhat replaced the dolly, Himekaji era.

old d.i.a. shopping bag

 I think it was around 2020 when the brand announced 
that d.i.a. would be closing their doors. 
From that point on, there were no more stores.

And now that gyaru is finally making a comeback, 
the d.i.a. brand has also made an incredible comeback.

The timing couldn't have been better.

But can the brand return to its former strength?

 Started strong, faded sharply?

 A real outcry went through the community when the first postings 
were published on Instagram by an account called @d.i.a.official_

 

 The "shopping bag" was recognized 
and stories were shared with: "coming soon - summer '25"

 My insta was full of gyarus who couldn't believe it in their stories. 
And most importantly, the belts were coming back.

 

source: Instagram @d.i.a.official_

 On April 30, 2025, the brand announced with a 
clear post that the grand reopening of the d.i.a. brand 
would take place on Wednesday, June 4.
The best part is, international shopping 
will also be possible thanks to ZOZOTOWN & Buyee.

 All well and good.

but

 from that

around 2010 +/-

 

to that?

ZOZOTOWN dia - June 2025

The first campaign was very strong.
They used three "egg models" for the promotion, 
which revived the brand's old charm. 

 

It looked promising.

But somehow, when I look at the online shop: ZOZOTOWN, 
I get the feeling that they've been pushed back into the mainstream. 
"Not too loud," "not too sexy" - it has to be wearable for the masses.

Btw this is just my speculation. 
Feel free to write to me and tell me what you think. 

source: ZOZOTOWN

 Don't get me wrong, there are definitely pieces 
in the new collection that definitely tie in with the old design.

But for my taste, it also seems a bit slowed down.

Do you think d.i.a. is playing it safe?

Or is it simply the "new fashion" that's influencing the brand?

source: ZOZOTOWN

 

 What's your opinion on the topic?
Let's chat (^_<)〜☆

 xoxo
Tamiko