*Here is the “exciting” post that I promised you a few days ago! Oh look at me actually delivering my promises.
First of all, let me introduce ルミネ (Lumine), a rather ubiquitous shopping mall in Tokyo that mostly caters to young girls and are usually attached to the big train stations around the city. It’s run under the umbrella of JR (Japan Railway) East.
Now Lumine is the place you’d wanna be if you were looking for the most generic “kawaii” Japanese clothing with most shops selling the same stuff (or slightly different stuff with exactly the same color palette) at prices ranging from 1500~6000 yen per piece though it varies according to shops/brands and sale/no sale. Some Lumine malls carry bigger brands eg Marc Jacobs and Samantha Thavasa etc like the one at Shinjuku station in between the South and East exit. According to their website, they have about 15 outlets spread out within Tokyo and Saitama. That’s actually a much smaller number than I expected.
So anyway, I have no intention of making this post a Lumine advertorial (honestly, I prefer O1O1 but that’s another post for another day) but I recently came across this article on Naver about the various ad campaign banners produced by Lumine and it looks like there isn’t any translated version of them on the Internet. That’s why I thought I’d take a stab at making one.
To share my thoughts, I think they are truly beautiful and artistic in a very contemporary and relatable way. I’m very sure most girls will feel empathetic to the messages conveyed by the catchphrases and although some of them might seem lighthearted and funny, at the same time they invoke in me a kind of sadness felt from the truth of humanity they represent. They’re also just plain pretty to look at 🙂
Alright let’s get to it:
There are times when I feel like exchanging my body for another.
It is during the end of a relationship or the beginning of a relationship that a girl is at her most beautiful.
Be it happiness or sadness, it is easier to communicate your emotions through your outfit than your facial expressions.
There is a need to know which attribute you hate to be able to love every attribute about him.
Only a girl who earnestly wants will be wanted.
Winter is the season when a girl longs for another person’s body warmth; that’s the only reason she wears a coat.
When you’re wearing your favourite outfit, there’s no need to consciously remember to smile.
Before I’m able to love myself more, first, I want to be loved by everyone else.
When you feel like crying, quickly change into a different outfit.
If you try diligently to look your most beautiful, the most important element – your inner beauty, will become visible to others.
I wonder how much tears I will have to shed just to be able to fall in love once.
Come on out from your cocoon, spring awaits.
To like is without reciprocation, to match is mutual love.
“You look like a different person today!”
-“Oh, how rude! … but thanks for saying that :)”
Let’s get warm by getting entangled and disentangled from each other.
But sometimes there are days when I just don’t feel cute no matter what I wear.
Maybe if I try my best to gussy up the world would be a brighter place.
It’s not just springtime, it’s springtime which overcame winter.
There’s no boundary to this desire to stand out today.
I used to hate the rain but that’s because I’ve never really fallen in love with anyone back then.
Sometimes going astray may surprisingly bring you forward.
I say “I’m off, see you later!” because I want to hear you say “Welcome home.”
(This is a tricky one, because there’s no equivalent translation for おかえり and いってきます, which are phrases unique to the Japanese culture.)
But whenever a new relationship starts, I feel like I have no need of anything else.
Wanting to look more beautiful is proof that you’re not alone in this world.
I go to and fro from wanting to be with you and wanting to be alone.
If you think about him in the fitting room, it means this relationship’s definitely getting serious.
I wonder what I’m wearing in your thoughts and memories of me.
The eviler the woman, the more she better she looks in demure clothes.
In my dreams, I’m always more daring than my usual self.
Oh wow I think I spent more than 2 hours writing up this post. Its almost 4 am now. I’m not a professional translator but I tried my best! I hope you enjoy reading these as much as I have enjoyed translating them!
PS: Halfway through I realized that these ads are actually rather hipster and likely to be made fun of in 9Gag or something haha. Stupid 9Gag.
PPS: Original article here: