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Japan's highly popular 109 brand, DELYLE—endorsed by Takahashi Yizi—will officially open its new store at Xintiandi Fashion Square on November 16. According to reports, the opening event will feature an impressive display of 300 models walking the runway simultaneously, creating a stunning visual spectacle for attendees.
The brand, known for its unique blend of cute, cool, and elegant styles, has been making waves in Japan and is now expanding its presence in mainland China. This latest launch marks a significant step in its international growth strategy.
DELYLE, originally based on the fourth floor of Shibuya 109, is famous for its black-and-white color scheme with pops of pink, offering a mix of softness, simplicity, and energy. The brand’s design aesthetic combines cuteness with a modern, edgy vibe, drawing comparisons to the iconic Chanel style.
In March 2010, the first mainland Chinese store of DELYLE opened on the fifth floor of Isetan in Meilong Town, Shanghai. Since then, it has gained a loyal following among fashion-conscious consumers.
The brand’s signature pieces include 2.55-style chain bags, camellia jewelry, pearl accessories, and classic black-and-white ensembles. These items reflect a style that is both youthful and sophisticated, appealing to a wide range of customers.
With its recent expansion into Xintiandi, DELYLE continues to solidify its reputation as a must-visit destination for fashion lovers looking for fresh, trendy, and high-quality designs.
If you're planning to visit, make sure to check out the grand opening event and experience the brand’s unique charm firsthand.
September 06, 2025