On October 29, 2012, Double Wear Co., Ltd. (Shibuya-ku, Tokyo) announced the launch of "ricori," a women's fashion brand produced by AKB48 member Mariko Shinoda. Shinoda had long dreamed of starting her own brand, and while continuing her AKB activities, she made time to work on the brand through late-night meetings, cell phone calls, and online chats. The brand concept of "ricori" is "a piece of clothing that casts a spell on girls. Real clothes that make girls' dreams of becoming cute and beautiful come true." Shinoda's passion and dedication to fashion, from the design of the clothes and accessories to the interior design, are embodied in the brand's design, as she is an exclusive model for MORE magazine. Shinoda also appears on the cover of the January issue of MORE, currently on sale. This is the first time in MORE's 35-year history that an exclusive model has appeared on the cover. Double Wear, the company that manages the brand, was founded in 2011. It also operates the internet shopping site "STOCKSTYLE."

As for brands produced by celebrities, Wakatsuki Chinatsu's Shibuya/Harajuku fashion brand "WC" attracted attention when it held its first runway show at Mercedes-Benz Fashion Week TOKYO on October 15, 2012. The brand was launched in 2009 by WEGO Co., Ltd. (Shibuya-ku, Tokyo).

In addition, Jun Group (Minato-ku, Tokyo) appointed model and talent Rinka as creative director and opened the lifestyle store "Maison de Reefur" in Daikanyama, Tokyo in April 2012. Other brands include "24karats," run by LDH Co., Ltd. (Meguro-ku, Tokyo), whose CEO is EXILE leader HIRO, and "f-ing MOTESTO," a legwear brand produced by charismatic models Moe Oshikiri and Yuri Ebihara, run by Fukusuke Co., Ltd. (Shibuya-ku, Tokyo).Recently, the news that impersonator Croquette has been appointed director of "Mimic" has also attracted attention.