EMODA's Chiikawa collection starts online pre-sales
On July 22, 2026, EMODA began online pre-sales for a new Chiikawa collaboration, a five-piece collection that moves the character franchise into fashion just as Chiikawa: Secrets of the Mermaid Island opens on July 24. The brand says the collection will also reach seven physical stores on July 31.
What Was Announced
EMODA's official news page and the PR TIMES release describe a limited Chiikawa collection built around five items: a rhinestone mini T-shirt, a choker-style top, loose silhouette jeans, a frill bag, and a charm strap. The designs use check patterns, sheer velour, leopard fur, and rhinestones so the lineup still reads as EMODA, not just as generic character merchandise.
The first sales window opened on the official RUNWAY channel at noon on July 22. Store sales follow on July 31 at seven locations: SHIBUYA109, Lumine Est Shinjuku, Lumine Ikebukuro, Nagoya PARCO, Lucua Osaka, Minamoa Hiroshima, and Fukuoka PARCO. The pieces span a price range from ¥4,400 to ¥14,080.
Why It Matters
Chiikawa collaborations are common in Japan, but this one is notable because it is framed as fashion rather than only merch. EMODA is using the franchise's characters and motifs to build outfits that still look like EMODA, which makes the release feel closer to a capsule collection than a standard character-goods drop. That matters if you follow how Japanese brands translate popular IP into everyday wear.
The timing also helps. The collection lands just before the theatrical release of Chiikawa: Secrets of the Mermaid Island on July 24, so the brand is clearly riding a wider moment for the franchise rather than launching in isolation.
Context for International Fans
Chiikawa started as a web manga and has grown into one of Japan's most visible character brands, with an anime adaptation, retail campaigns, and movie tie-ins. For overseas fans, the useful thing to watch is how these collaborations are structured: an online first drop, a short gap before store release, and a small number of physical shops that often matter more than the broadest possible distribution.
If you are outside Japan, this kind of release still matters because the official images, styling references, and timing often tell you more about the current state of a franchise than a single news headline does. Here, the collection is not just using Chiikawa art; it is using Chiikawa to speak to EMODA's own audience.
What Happens Next
The main date to watch is July 31, when the collection reaches the seven stores listed above. After that, availability will depend on stock and whether EMODA adds follow-up notices on its official news page. The film release on July 24 adds another layer of timing, so fans who follow both Chiikawa and Japanese character fashion will probably see more cross-promotion in the same week.
Sources
Information was checked on 2026-07-24 08:55 JST.
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