BABYLONE is a Japanese fashion brand for women. It is operated by Element Rule, a subsidiary of Adastria, and opened its first select shop in Shibuya Jinnan in 2000. It has developed as an editorial-style SPA, combining original products from European brands in cities such as London and Paris, and is expanding its store network nationwide. The brand’s core concept is “Be myself,” expressing self-understanding—the idea that only you know what you like—and an approach that embraces the nuances of the times without being swept along by them.
Concept
Be myself. My favorite colors, my favorite shapes, my favorite ways of dressing. Only I know what I like. I want to love who I am. For women who embrace the nuances of the times while staying true to themselves, unconfined by those around them—steadfast and flexible.