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