d.i.a. is a Japanese gyaru fashion brand originating from Shibuya 109. Amid the gyaru boom of the early 2000s, it gained support among strong gyaru and kuro gyaru, and developed primarily women’s clothing. Its style is characterized by a stated balance of sexy and casual elements, with denim at its core and details such as exposed skin, animal prints, distressed finishes, skulls, and chain belts. It is also known by the name SONGEUR d.i.a. and gained popularity through retail locations including Shibuya 109.
Concept
With a balance between sexy and casual as its theme, the brand offers real clothes that let women enjoy being women to the fullest.