Larme Magazine Introduction


Larme magazine (ラルム) is a new sweet style magazine that started in late 2012. Larme means “tears” in French and is pronounced like “Rarumu” in Japanese. It’s published by Tokuma Shoten (former Egg magazine publisher).

The editor-in-chief of Larme is former Ageha editor 28 year old Haruna Nakagori (中郡暖菜). She started at Ageha when she was 20 in 2006 as a part-time job and then when she graduated in 2008 and was promoted to part of Ageha’s editorial staff.

Larme Editor in Chief Haruna Nakagori (in black) surrounded by Larme models

Larme isn’t Motekei or Gyaru, but something in between.

After the boom and success of Ageha, Ms. Nakagori proposed the Larme concept to In Forest in 2011 (now defunct publisher of Ageha magazine) and while it was originally approved, it got bogged down by upper management and never came to fruition. She left In Forest for Tokuma Shoten (former Egg publisher, current Larme publisher) in hopes create Larme magazine.

“Instead of in Akamoji magazines like Ray and CanCam you won’t see the front of the issue saying it’s “Attractive Black Hair looks” or “Spring Campus Make-up Bible”, “Larme” will have it’s own concept instead. The center of that concept is ‘this is what’s the cutest right now, that’s the reason it’ll stand out.”



Sweet Girly Fashion Artbook

Ms. Nakagori states that concept of Larme is “Sweet Girly fashion Artbook” (甘くてかわいい女の子のファッション絵本). A sweetly cute girl (甘くてかわいい女の子) is the concept for all of Larme style. The image for the magazine is a girl 18 to 25 who lives reading and going to art galleries. Production always starts with this image of a cultured girl.

The first issue came out in September of 2012. Larme magazine started out as a quarterly magazine and by its third issue quickly grew to a bimonthly magazine (six issues a year). The original September 2012 publication had to be reprinted twice because the original printing sold out. The same happened with its second issue, both sold 10,000 issues. By the third issue it was selling 15,000 copies an issue which put it on track with longtime magazine “Ray” (source).




Larme’s creator states that she clearly wants Larme to stand out fashion wise from gyaru and akamoji styles. She wants people to call a look “Larme-kei” or to say “That girl is very Larme” or a designer or photographer to say “this could really fit into Larme”.

The term of Sweetly Cute Girl “甘くてかわいい女の子” is the basis of Larme-kei. Both are used interchangeably to discuss the look. Popteen used the “Amakute Kawaii Onna no Ko” to describe how gyaru is trending. While the popular model Amo is in Larme magazine, and has always been a slight sweet and aomoji style girl, even Amo herself by her fans is simply called Amo-kei with her style. However the look for Larme isn’t just Amo-kei.



Harajuku darling AMO in a full page spread

Larme models

Larme didn’t hold a model search to find their models and currently has no plans to do so. Instead they’ve poached models from several different magazines and looks. Ms. Nakagori says Larme girls are Harajuku-like and Idol-like and Gyaru-like as long as they fit the look of a “Sweetly Cute Girl”.

Former Popteen model Yui Kanno (菅野結以 blog)
Harajuku princess Amo (blog)
former Popteen model Reimi Osawa (大澤玲美 Reipyon blog)
model and talent Risa Nakamura (中村里砂 blog)
former Ageha model Korotaki Maria (黒瀧まりあ blog)
Cutie model and talent Kondo Jasmine (瑛茉ジャスミン blog)
gravure idol Aizawa Rina (逢沢りな)
former AKB48 Watanabe Mayu (渡辺麻友)
current AKB48 Kojima Haruna (Kojiharu 小嶋陽菜)
current Nogizaka46 乃木坂46 Shirashi Mai (白石麻衣)



Larme and Trends

Ms. Nakagori states that she doesn’t want to shy away from trends that aren’t Larme’s style. Instead she wants to interpret trends in a Larme way. She gives the example that Neon colors were very popular, but Larme is a pastel-based magazine so instead she decided to do “Milky Neon”.

larme-street-girly larme-street-girly2

Larme Magazine doing street trends but deciding to call them “Street Girly”



Larme’s design

In order to make the magazine look more like an artbook than a traditional magazine there are no flashy side headlines in most magazines. The magazine also resists using black to highlight or outline words on the cover. The pages themselves are made from a thicker paper and are supposed to give off the feeling of more a keepsake than throwaway.

Inside the magazine it’s more focused on one large picture per page or an illustration to get the point across. Illustrator EcoNeco has worked with Larme as well as other girly illustrators like Mokoxxx. Each issue is also based around a theme or look. The first issue was “Antique” the second was “Dreamy” for the fourth issue it’s based on the 1962 film “Lolita”.



sources: blogos | model’s press | nogizaka journal

This is part one of the series on Larme Magazine.

Part one features history and creation behind the magazine
Part two features Larme brands and collaborations
Part three features Larme reader poll, see what the common bond is for Larme girls
Part four features style breakdown on popular looks for hair, styling, and nails for Larme girls


This post is part of the Japanese Fashion University section. Want to learn more in depth about Japanese Fashion? Click here


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28 Responses to “Larme Magazine Introduction”

  1. I can’t belive I’ve not heard of this magazine, it looks like it would be right up my street!

  2. Phoebe says:

    I’m really looking forward to the Larme series you’re doing ; A ; Lately I’ve been trying to branch out from my monotone rock style and getting into cute, girly, pastel clothing, which is exactly what Larme is showcasing it seems www

    I like that Nakanori-san doesn’t want to shy away from current trends and instead makes them fit into the Larme aesthetic! Very smart move on her part.

    • Mitsu says:

      Yay it’s definitely for you then :)
      I agree, I think keeping with the trends and being aware of them is one thing that will make the magazine seem a bit more current issue to issue :)

  3. Charlotte says:

    Ah I was waiting for this post since you announced it in an earlier post~ Super interesting to find out the chief editor previously worked with Ageha!
    I’ve always thought of Larme as more of an art fashion book of sorts, as it’s not monthly it always felt like it’s kind of a specialty thing…
    I looked into it once or twice..but it kind of…scared me off, even though I like the style in the book, the way they make up the pages always kind of kept me from getting really into it…if they sold the same looks in a different layout, certainly considering they employ models like Yui Kanno, I would have so gone for it, but then it wouldn’t be the same thing anymore I guess~
    Thank you for this post, it’s great! I would love to get into the mind of the Larme girl and understand the attraction of it more!

    • Mitsu says:

      For me it’s kind of a magazine that the 2 year ago me enjoys but I can’t fully enjoy now because I’m an old goat. But I love seeing a new style birth and how it’s created with a lot of thought and passion behind it makes me happy.

  4. Emiiichan says:

    thank you for taking the time to write these!

  5. Oh this magazine looks so beautiful! :D I’ve not heard of it before- but now I’d like to get a few copies! haha!

  6. Berri says:

    I wonder if In Forest is kicking themselves for not going through with Larme right now. Haruna Nakagori must be very proud of the success of her vision. I love Larme and I can’t wait to see it grown and grow and grow. Ahaha.

    • Mitsu says:

      I feel the same way. It’s stories like this that make me realize how short-sighted In Forest was and why Ageha stayed the same without any changes. Such a shame because it really could’ve done well with I Love Mama and such.

  7. Saphy says:

    Love LOVE your writeup on Larme! :dotbow: I’ve been looking at the sweet cute style recently (all thanks to Liz Lisa :alpaca:) and this magazine is just up my street! Will be checking Kinokuniya tomorrow, hopefully they carry this magazine :x

  8. Nagareboshi says:

    Super informative, thanks! I have a much better understanding of the style now. ^^

  9. Rachie says:

    I’ve never heard of Larme but now I’m intrigued. I’ve always really loved this kind of clothing style but I had absolutely no idea that magazines existed which would cater to this fashion style. I’m going to be looking forward to your other posts on this magazine. :D

  10. Clairey says:

    Can’t believe I haven’t heard of this but I love it so far, can’t wait for more on this series.

  11. Jenny says:

    Thanks for writing about this magazine. It had piqued my interest, but I always opted out from buying it because I wasn’t sure of it’s contents. I’ll be adding this to my reading list soon!

  12. Ashley says:

    Looks like a clone of the much longer-published Lula mag..

    • Mitsu says:

      Clone seems strong. There’s definite similarities but Lula is aimed 25-35 and isn’t focused on illustrations or lots of mainstream clothing. However they do both have an art book feel :)

  13. This magazine is exactly what I have been looking for :)

  14. J says:

    I’ve been seeing Larme scans a lot recently, so this was a really interesting and informative read! Just a quick note, though — Watanabe Mayu is a current member of AKB48, not a former member.

  15. J says:

    Er, I’m not sure where you read that, since she’s the center of AKB right now and her face is everywhere haha. Anyway, here’s her profile on the AKB website.

  16. […] to attract a lot of potential shoppers within Larme kei — check out Universal Doll’s blog post about Larme Magazine to know […]

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