Sadly it is a time when fashion magazines are ceasing publication, but even then, there is a magazine popular among young girls in Japan. It is “LARME.”
LARME follows of the concept of “sweet, cute ♡ girly fashion picture book,” and just as described, it is very girly. It was so popular that the first issue on September 2012 sold out immediately, requiring more prints! When looking through the magazine, common terms used in Japanese fashion magazines like “recycling outfits” and “kiyase (dressing to look thinner)” are not as used. Instead, it is more like a photo book that focuses on photography and design.
The models on the covers are always cute girls that you can’t help but admire. In fact, the models on the covers include trending idols like Mai Shiraishi from Nogizaka46, Rena Matsui from SKE48, Miyuki Watanabe from NMB48, and Haruna Kojima, Haruka Shimazaki, and Mariya Nagao from AKB48!! And they’re not in their usual stage outfits, but in girly outfits that we don’t normally get to see. Aren’t you interested in seeing that?? It’s worth at least a read for any idol fan! Haha
LARME’s characteristics are very distinct. It’s especially sweet. The concept of highly concentrated girly is crammed with “kawaii”. In fact, it’s so cute that there are many coordinates you wouldn’t normally wear to school or work. You might even think “Isn’t this Lolita cosplay?”(laugh). But between LARME fans, there are many people who just enjoy looking at the coordinates, rather than actually wearing them (according to my research). I actually don’t wear girly outfits, but I tend to buy LARME and I really enjoy looking at cute things. I think that there’s probably a cuteness spirit embedded within the DNA of Japanese girls, creating the distinct Japanese girly culture.
Been working in girls’ fashion magazines for a long time and am now the chief editor of Tokyo Girls’ Update. I have more expertise in Japanese teen fashion than anyone else (probably)! I’m a huge fan of the Revolutionary Girl Utena and Bakemonogatari animes.