The Case of the Picture Book-like Magazine “LARME” Capturing Girls’ Hearts!

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The Case of the Picture Book-like Magazine “LARME” Capturing Girls’ Hearts!

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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.

“甘くて、かわいい♡ 女の子のファッション絵本”のコンセプトに現れている通り、本当に超ガーリーなテイストになっている。そして2012年9月の創刊号以来、発売後即完売、重版がかかることもある、という人気っぷり! 雑誌の中を見てみると、日本のファッション誌にありがちな「着回し」や「着ヤセ」の特集や、ぎゅうぎゅうに詰まった文字はあまり見られない。どちらかというと、写真やデザインにこだわったフォトブックのような作りになっている。




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

誌面に登場するモデルたちも、本当にかわいい子ばかりでつい見とれてしまいます……。しかも看板モデルの乃木坂46白石麻衣さんを始め、SKE48松井玲奈さん、MNB48渡辺美優紀さん、AKB48小嶋陽菜さん、島崎遥香さん、永尾まりやさんなど、今をときめくアイドルたちが総出演!! いつものステージ衣装ではなく、普段は見れない甘くてガーリーなファッションの姿。見てみたくないですか?? アイドルファンの方は一読の価値アリですよ!笑



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.

それにしても、LARMEの世界観は本当に独特。とにかく甘い。“かわいい”をぎゅっと濃縮した超特濃ガーリー。正直、かわいすぎて普段学校や会社にはあまり着ていけなそうなコーデも多く載っています。ロリータコスプレなんじゃなないか? と思うものも(笑)。しかしLARMEファンの中には、自分では絶対にガーリーな服は着ないけど、見ているだけでかわいいから好き、という人も多いです(私調べ)。かくいう私も、普段ガーリーとは無縁の恰好をしていますが(笑)、LARMEはつい買ってしまうし、かわいいものを見て楽しむのは大好きです。きっと日本の女の子のDNAにはガーリー精神が刻み込まれていて、それが総じて日本独特のガーリー文化を作っているのではないか? と考えたりするのでした。

LARME official website:
LARME twitter :
LARME tumblr:

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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.

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