Mon Lily by Yumetenbo review and Spring 2015 picks

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. :rila:

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 one: Yumetenbo’s niche fashion forrays and mon Lily’s Ikebukuro store

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


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  1. December 22, 2014 / 2:38 pm

    I really appreciate to look at Mon Lily, thanks to Larme, it remind me a little about Liz Lisa but cuter and less flowers patterns, that I prefer. I have to admit some of the item look like too simple in my taste, but still cute.
    Since the Larme-mode, I am really into this new way, and I’m glad that a lot of people turned into it!

    The knit you bought is really cute, and this cardigan I wanted it too! Do you think Mon Lily will offers sales, during them? Since Mon Lily exist, I don’t remember about that like in the August sales. Thank you!

    I’m excited to read your next article!

    • Mitsu
      December 24, 2014 / 9:19 am

      Sales happen in January and Mon Lily should be the same, but it seems they don’t have much stock left for that so you might want to check how much stock they have exactly on Jan 2nd. To get some good deals :)

  2. December 24, 2014 / 5:07 am

    I was super hesitant to buy into Mon Lily because it is quite pricey considering all the other labels on Yumetenbo but seeing that the quality is quite decent I think I’ll take a second look! I do really like the clothing that they offer as well.
    Thanks for the review!!

  3. December 24, 2014 / 1:18 pm

    Thanks for the introduction! :korila:
    I really didn’t think this brand was really my style but I can see myself possibly looking around and buying a piece or two. I think since I’m such a huge Liz Lisa fan, I generally have most of my money go there and don’t think it’s as “worth it” to try other stuff (but that’s obviously a ridiculous mindset and I would like to change it lol). I primarily try to limit myself to purchasing what I consider to be “special” or items that I think are unique to Liz Lisa and practically impossible to get in the US though lol.
    Liz Lisa’s prices have gone up in the last year which sucks but since I primarily buy during 40-60% off sales (which makes me think I’m getting a “deal” in comparison to retail), the OPs are more reasonable at around $40-50 depending on the exchange rate and I wait for that unless it’s something special like the LLxMM collabs that sell out quickly. mon Lily’s average price point is basically what I’d prefer to purchase at.
    Even though you mentioned your own POV (and I totally respect it), I’d definitely love to compare the quality myself. I know that some of LL’s pieces are what I’d consider quite good and others slightly below what I’d prefer to get for what I pay but at this point, I can usually identify what the quality will be like based on the material and how it looks in the stock photos if I take the time to examine them.
    Thanks again for taking the time to write this!

    • Mitsu
      December 25, 2014 / 8:23 am

      I felt that way for a long time. And it’s sometimes so hard to get out of the easy coordinating mentality that Liz Lisa can have. I mean only their dusty pink matches their other dusty pinks, right? :) I really don’t know what’s going on with Liz Lisa. They sized down their clothes two seasons ago which seemed to push some of the older audience out and yet they raise their prices. People who would be more willing to pay the prices and yet might have been sized out. They do have really good sales. Some of the better sales on gal brands.

      I just picked Liz Lisa because I think people who are into the Larme style may have already had a Liz Lisa item or two. I think mon Lily quality succeeds because its simple. Liz Lisa can be hit (most of the time) or miss but it’s also because they’re using different items and methods. When they use original buttons with rhinestones its harder to be sure those will stay or look nice. I think mon Lily is good at its simple look, but if it tried to tread on Liz Lisa print or detail wise it would have to raise its prices and need more of those hit or miss details.

      But it seems Liz Lisa has really tried hard to do more of a Larme style than Hime while still trying to make its own original look. I think Liz Lisa is facing another struggle in the changing face of style. I wonder how you feel about it? I’d love to see a write up about this from you :)

      • December 26, 2014 / 10:28 am

        I think you definitely picked a good comparison! That definitely encouraged me to open a window for the DreamV rakuten site right away to browse lol.
        Haha I’m a fan but probably not knowledgeable enough to write a post like that at this point since I’ve really only been following closely since maybe summer of 2012. I definitely want to get more into what Larme is focusing on but since I don’t own any of the mags (the store that would potentially sell them here locally literally jacks up the price x3 and even though it might be worth it, I just can’t bring myself to give them the money and shipping online is sometimes more expensive to Hawaii than the regular US :mad:). Maybe one day.
        But anyway, personally, I think Liz Lisa, especially this past autumn, has been making some interesting choices that are different for the casual (international) customer who is used to a certain look and was extremely turned off with the early releases (I saw major complaints on Tumblr and I was like lolwtf, can never please everyone). People complain that they always turn out the “same looking stuff” and then complain when it looks “too different”. Ofc, I’m only seeing opinions of people outside Japan which Liz Lisa never purposely caters to anyway (and that’s totally OK and understandable in my book). I like to see what new things they churn out, regardless of whether I’d personally spend money on it or if it’s my personal taste. Brands that can evolve and try new things are great in my book. Since Liz Lisa has new releases basically every week though, they can just as easily keep turning out the typical stuff (slightly revamped) every year + the “unconventional/innovative/fashion forward” items as well. I always look forward to the weekend when I can see what’s new :heartmouthguy:.
        There are so many recent pieces that I would love to have to just *try* to coordinate (if they like magically sponsored me and sent me stuff for free bahahaha) but I’m not willing to risk money on + shipping if that makes sense? Like more like a fashion challenge since some of the pieces are quite different than I’m used to. Also sometimes the styling and/or the stock model doesn’t always sell the clothes but seeing it on a “regular” person does? (like on shop staff or another customer).
        Lol sorry for leaving so many essays here. Happy Holidays and thanks for always keeping us updated!

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