DaTuRa Logo
DaTuRa (ダチュラ) is a Japanese clothing brand founded in 2009. The brand has a heavy focus on floral styles and pink color palettes, and is popular with styles including Agejo and Onee Gyaru.
Concept[]
According to DaTuRa's archived website, the brand's concept is as follows: "DaTuRa" is the name of a flower. It attracts people with its gorgeous flowers and sweet fragrance. However... Both the leaves and flowers are highly poisonous and are used as an anaesthetic. Like this flower, it attracts the eye with its glamour and sweetness, seduces and attracts people. It then drops you into a love affair that paralyses your senses, and you are charmingly captivated as if the poison were going around your whole body. I want to become such an alluring woman"[1].
History[]
DaTuRa was founded in 2009, and gained popularity as a large Gyaru brand throughout the 2010s.
In 2018, the brand closed all of its nationwide stores, operating online only. DaTuRa ended its service on the 10 year anniversary of the brand at the end of August 2019[2].