Shibuya 109 Stage Winner – Honey Cinnamon debuts

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: 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.

P2133043 P2133065 P2133081

P2133013 P2133032

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 ( to buy their current looks. The styling is simple but soft and cute.

honeycinammon-lookbook-spring2015 honeycinammon-spring2015-larme-pinkblack honeycinammon-spring2015-larme honeycinammon-spring2015-looks-larme

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. :bow:

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  1. February 27, 2015 / 3:41 pm

    I think the description of Honey Cinnamon being between Ank Rouge and Swankiss is so spot on! But it also kind of reminds me of monLily for obvious reasons. This looks like an interesting brand and I can’t wait to see more!

  2. February 27, 2015 / 8:32 pm

    I’m glad to see more Larme style around but I’m not totally into this brand yet. Like you said, it is lacking somewhat on the detailing but hopefully that might evolve in later seasons.

  3. February 27, 2015 / 11:24 pm

    I think this is cute and would be a good transition brand for those who want to do larme kei but aren’t ready to commit haha. It also has a ‘minimalist’ larme kei feel, which I actually like. Interesting set up for how 109 works with the brands and was really informational so thanks for this post!

  4. March 1, 2015 / 1:19 pm

    Woah, I love those check prints.

  5. Ali
    March 1, 2015 / 1:35 pm

    I really like that button up with the strawberry detail on the collar!

  6. Nora
    March 1, 2015 / 4:21 pm

    I really like this brand! Although I´d probably combine their pieces with other brands instead of wearing full Honey Cinnamon outfits since the style of the clothes is a kind of simple. : ) I especially loved their shiny bralettes (black, pink and white) because I can already imagine how lovely lingerie-like looks you could create by wearing them on different tops… <3 Very Katie, but more affordable.

    As Kassidy said this brand is good option for girls who like Larme-kei but want to wear a little more simpler version of it. : )

  7. March 12, 2015 / 1:08 pm

    I’m getting sold more and more on the girly, kitschy-ness of Larme-kei ♡ It will be interesting to see how this new brand hold up after the trial period in 109 ! The pencil skirts are great, but I agree about the white socks x white heels combination… Maybe if they were completely sheer white socks and not the opaque ruffly kind? >~<

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