Fickle Bebe is a Japanese D2C fashion brand launched in 2021 by Nana Ikeda under IGA Co., Ltd., which operates axes femme. Centered on romantic casual style, it offers primarily womenswear, along with unisex items, shoes, bags, and accessories. Its official concept is “The self as seen by ‘someone.’” The brand proposes clothes for girls who want to wear what they love without worrying about what others think, while also wanting someone to notice and love them—clothes that are loved by both the wearer and “someone” each time they are worn.
Concept
The self as seen by “someone.” Girls are always fickle. They want to wear what they love without worrying about “someone.” But they also want “someone” to notice them and love them. Girls are fragile and cute. They are selfish, yet want to be loved just as they are. After all, who they are now is fleeting, lasting only in the present. The brand proposes clothes that are loved by both the wearer and “someone” every day, whenever they are worn.