Mon Lily by Yumetenbo like in the earlier post is one of the new actual stores by webstore Yumetenbo. With its collaborations with Larme magazine the new brand really piqued my interest. In those post I’d like to talk about their style for Spring 2015 and also how they’re not typical Yumetenbo.
Discount meant bad quality
I first bought from Yumetenbo back in 2008. I was back in the States and thirsting for some gyaru clothing. Their price point was cheaper than gyaru brands so I took the plunge. I ordered three items and when they arrived with some other gyaru brand items combined in a shopping service (before Yumetenbo had an international store). Looking at the items vs what I had ordered from other brands I couldn’t help but feel disappointed.
Sure my items were cheap but everything looked cheap. Hazy prints, cheap buttons,threads not properly cut, the cheapest lining, if any was provided on sheer items. The quality was bad. I wore once or sold most of my items. Partially it was my fault for buying too trendy, but the rest was just crap. I never bought from Yumetenbo again. I’d rather pay the $10-$20 US more for something nicer.
So when Yumetenbo announced they were doing a collaboration with Larme magazine and opening an actual store I wasn’t too excited. I mean sure I could see the clothes in person but cheap lining and bad quality were going to be even more apparent in person. And that seemed to go against what Larme magazine is about.
Larme and Yumetenbo odd partners
Larme magazine features a bunch of brands that are in Sweet magazine that are known for accepting a high price tag for higher quality. Like Mercury Duo, rosebullet or Dazzlin. Or they’re what are known as DC Brand in Japan, brands founded in Japan and people know they’re paying a high price tag for original designs. (I’ll talk more about DC Brands when I make another Japanese fashion history term post). Like brands such as Milk, Cannabis, Honey Salon by Foppish or lilLilly.
Sure there’s the occasional Galstar item or such, but Larme isn’t really focusing on discounts. More a quality core wardrobe that fits a lady.
In my mind there was definitely a gap between Larme’s look and Yumetenbo. I mean money rules all so I figured a magazine could overlook its price point and stoop down to cuddle with a discount brand. Instead I was surprised to find quite good quality from mon Lily.
mon Lily clothing review
mon Lily price points
Winter prices averaged. Summer is usually cheaper. Liz Lisa’s average price points in parenthesis for perspective.
Onepiece: 3,000-8,000 yen with the occasional 2,000 yen onepiece. Medium price 4,500 or $42 (LL 9,000 yen $88)
Tops: 2,000-7,000 yen. Higher price is usually a sweater or cardigan. Average 3,000 yen for a shirt $28 or 6,000 yen for cardigan $56 (LL 6,700 yen $64)
Pants: 2,000-4,000 for shorts. Average 3,500 yen or $35 (LL 7,000 yen $68)
Skirts: 4,000-7,000 yen with the occassional 2,000 yen skirt. Medium price 4,500 yen or $42 (LL 7,000 yen $68)
Shoes: 6,000-8,000. Medium price 7,000 yen or $66 (LL 11,000 yen or $106)
It seems they’re doing a hybrid between super discounted and pricey Liz Lisa.
mon Lily sizing
the brand sizes it’s items as Japanese Medium and Large. These sizings are consistent with an American or Euro X-Small to Medium, depending on vanity sizing. Sometimes the sizing is only Japanese Medium meaning a US Small.
The skirts and dresses often have elastic in the waist and flare in the hips allowing for variable sizing. However some of the dresses and skirts have no elastic and waists stop around 68 cm for those. Being a web brand they have kindly listed very detailed sizing if you’d like to take a peak. Also listed on each item is whether there are pockets, what type of fastening and buttons.
mon Lily purchases
Purchase one – Puff Sleeve Ribbed Knit
The full name of this shirt and I’m not going to lie is the “Fluffy Puff Poodle Rib Cut-Sew Top” (link)
I bought the Off White color like Larme’s Risa is wearing.
Personal Shots of the item
Mon Lily have these nice sewn in tags that are gauzy and not irritating.
The tags are held together by a non-plastic and the tag itself is a pleasing shape. It was a 10% sale at the time (Pre Christmas wind up) and I paid 4,140 yen before tax which translates to $34 USD right now.
Ugly photo but it shows two of the things I really like about this top.
1) How nice and detailed the ribbing is.
2) The elastic band under the puff rib to sit on your arm right and actually make it puff.
The poodle part is quite layered and shimmery without being flashy.
I think I will get a lot of use out of this in Spring when I don’t have to cover up the sleeve details with a coat.
Purchase Two – Fluffy Cardigan
Officially called the “Fluffy Tunic Cardigan” (link) I call it my bear cardigan.
Personal shots of the item
Laid out it’s just like rolling through pink meringue peaks.
They put the tag nicely on the side and it’s inside the seam so no tag issues.
It was 6,000 yen but again I was there for 10% off so 5600 yen so $47 USD. I would’ve paid so much more. It’s both warm, cute and soooo comfortable. It feels so soft. I wore it on the plane ride home. On chilly nights I put it over roomwear. And I do occasionally go outside in it (insta coordinate of it). And bonus it makes a pretty background for insta photos.
The material fuzzed the first day I used it and it did transfer some fuzz to my clothes, but every wear after that I was good.
So my total was around $80 USD I bought two things I’ll wear for a long time. I’m extremely satisfied with the quality and details of mon Lily.
While I don’t know if the rest of Yumetenbo has changed I know for sure this brand’s items are really nice. Their clothing is more simple than Liz Lisa, but I think the quality is same or better than Liz Lisa. And since mon Lily has an international shipping site through rakuten I will probably buy much more.
mon Lily has Spring trends
I always think now is kind of an odd time to be shopping. Sure it’s cold and Winter is still going to be around for a while. But brands have done their Spring exhibitions and will start rolling out parts of their collections January 1st. Luckily this brand already has some items in stores that could make great pieces layered under winter items, but ready to shine on their own in Spring.
Just a peak into Spring looks. I expect gingham to be popular again. Every brand I think will feature an off shoulder top or dress. Especially like the one shown with a gathered waist and tiered top. That is the biggest universal trend I’ve seen thus far. Although with instead of Midi skirts for summer there’s a lot of knee-length styles peaking out for Spring. Lots of floral printed skirts too knee and midi.
Although its key focus in Larme style, I feel this brand is very Seiso with its simple looks and calm colors. And I wonder how much of clientele is there for the Larme style and how much is there for the Seiso look, admittedly I feel there is an overlap.
In case you missed it this is a three part quick series of posts about mon Lily and Yumetenbo.
Part two: mon Lily review and picks to buy now for Spring 2015 (this post!)
Part three: (tomorrow) mon Lily Ikebukuro shop staff and images of mon Lily from Larme magazine