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Platinum pop artist Gwen Stefani established the Harajuku Lovers line in 2005 as part of her successful transition into a solo artist. Driven by her fascination with the Shibuya fashion district of Tokyo, Stefani dedicated the line to the eclectic fashions of that Japanese district. Harajuku Lovers perfume extended this appreciation of the Shibuya district when it was established in 2008. The fragrance line focuses on the "kawaii", or cute, fashion popular in Shibuya and showcases this through bottles and packaging that are shaped into miniature Harajuku dolls.

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