Honey Cinnamon has won the revamped Shibuya 109 stage contest and will soon open in Shibuya 109. Shibuya 109 every year used to do stages and for a while they created mega brands such as Gilfy, Sly and Delyle and to a lesser extent Marple Q and such (link, link).
Honey Cinnamon (ハニーシナモン website: http://honeycinnamon.jp/) is produced by current Larme model and former SKE48 member Kanako Hiramatsu (平松可奈子). The brand is under the x-9 design lab company (エックスナインデザインラボ ) which until Honey Cinnamon had produced graphic design and styling for brands such as Ingni and Murua. X-design lab is a small company with only 20 members mostly women. This is their first official brand.
Shibuya 109 Stage – Modern style
In a way to revamp falling sales at Shibuya 109 the mall decided to do a more modern stage.
Old stage style: Previously Tokyu Group (which owns Shibuya 109) would choose 5 brands based on their designs and let them stay in Shibuya 109 on a trial basis. Usually retailers in Japan have to buy rent space for a year in advance, so this was a sweet deal. The best one stayed and became a permanent Shibuya 109 store.
New stage style:
After submitted applications, five to ten shops are picked to go to the Shibuya 109 net shop. In this case six were. While in the net shop Shibuya 109 promised to promote the six brands and the shop with the best sales was picked to win the stage. The winner receives a space in Shibuya 109.
The six chosen net shops had to pay 10,000 yen a month to be in the system and royalties to Shibuya 109 for hosting their clothing. A bit steep but interesting.
In the mix were three basic “NY/Casual/LA” buzzword stores named Fitting Room Tokyo, Catz and Mile 6737. A store with a Harajuku flavor and interesting “Punyus” style prints called Kobinai. Along with Kurogyaru gal unit Black Diamond produced clothing Galeo (still on sale btw). And Larme influenced Honey Cinnamon the final winner of the stage.
Honey Cinnamon Spring 2015 Exhibition
It’s safe to say Larme-kei won the Shibuya 109 stage because Honey Cinnamon is very Larme styled. In terms of other brands it looks halfway between Fint / Ank Rouge and Swankiss. They recently held an exhibition for their Spring 2015 style and the brand has a lot of Larme trends in the looks.
Spring 2015 looks with lots of reds, whites and pinks.
Off shoulder blouses, cardigans with retro details, fruits accents, knee length, lingerie inspiration, gingham and lace. Lots of popular Spring Larme trends.
(all photos above from Shibuya 109 press)
Spring 2015 catalog looks
Honey Cinnamon now has a webshop (http://honeycinnamo.thebase.in/) to buy their current looks. The styling is simple but soft and cute.
Lots of cute looks. Personal favorites are the gingham knee-length skirt, the ruffle denim suspender skirt, and the knit bustiers.
A bit sad on how basic the shoes are and the overall lack of details on some items. I feel Larme taste is buying something for either the a) color b) cut or c) details since it’s not a very print based look. I don’t think they’re selling pairs of shoes but it’s a bit… simple. A styling pickle along with the white shoes white socks combination and white stockings white heels. Eeps!
Again if you missed it:
Spring 2015 Larme-style trends are –
Off shoulder blouses, cardigans with retro details, fruits accents, knee length, lingerie inspiration, gingham and lace.
The first Honey Cinnamon store opens in Shibuya 109 on March 9th. Best of luck to a new brand.
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