ROYAL PARTY

A sister line introduced as ROYAL PARTY muse in 2009 and renamed in 2010. It was positioned as a girls’ line targeting a younger audience than the main ROYAL PARTY line, with a target age range of 17–19 and a role in extending the brand’s entry point to younger age groups. Within the ROYAL PARTY family, it was positioned to serve younger customers in contrast to the main line’s adult-oriented offerings, distinguishing its role from the adult-focused expansions undertaken by later lines NOBLE and LABEL.

A new line for adult women derived from ROYAL PARTY in 2014 S/S, it was developed around daily couture aimed at those aged 25 and over. While retaining the main line’s glamorous core, it placed greater emphasis on versatile styling for both work and leisure, as well as silhouette proposals. Compared with the main brand, which leaned toward teens to early twenties, it was positioned one age bracket higher. It can be understood as a derivative line that expanded the adult-oriented side before the later LABEL.

An adult casual line that debuted as a new brand from ROYAL PARTY in 2016, targeting women aged 25–28. Centered on casual styles suited to heels, it expanded the age range beyond the main brand’s offerings for the same generation and was positioned to meet demand for more mature everyday wear, taking a further step beyond NOBLE’s move toward a more adult sensibility.