Michell Macaron

Popular Ageha permanent model or senzoku, Satomin (Satomi Yukawa) has designed web-based clothing line called Michell Macaron for smaller girls in Japan. Beyond Freesize brands have shown that women in Japan are not just all “onesize” or small and medium. Instead women want to be fashionable at all sizes!

Michell Macaron (ミシェルマカロン) targets XS and S sized girls in Japan (XXS and XS in US). The style is onee sweet casual. For now it’s only an on-line store.

Michell Macaron details:
katakana: ミシェルマカロン
style: petite onee sweet
website: http://michellmacaron.jp/
stores: 0 (online only)
sizes: XS-S
designer: Satomin http://blog.crooz.jp/satomiik/


Michell Macaron for Spring 2014

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Lots of cute adult pieces for the petite adult girl who still wants to look a bit cute.


Nissen’s Smileland

Smileland (スマイルランド) opened in Shibuya Parco (渋谷パルコ) this March. Smileland is the large size arm of popular mega webstore Nissen offering sizes LL to 10L. Unlike brick-and-mortar stores going digital, Nissen is taking their digital presence and planning to open 30 stores across Japan in the next 4 years. Not all of the stores will be Smileland, but the large-size presence is definitely picking up.

Nissen Japanese website: http://www.nissen.co.jp/
Nissen also has an English-language global website: here where you can directly buy items including Smileland pieces.

Nissen is kind of like a Japanese Target online. Lots of home and clothing goods. Sadly they’re not selling their cutesy furniture outside Japan.

Rose Fan Fan’s capsule collection for Smileland

Smileland is not a gyaru store, although they have a line gyaru and former Shibuya 109 brand “Rose Fan Fan” to sell exclusively on Nissen and now in Smileland brick stores.

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All items available in LL to 10L. No restrictions.

For those beyond the 6L size, the 6L to 10L may bring hope for more stylish options in Japan. Or for those 2L on, you’re getting another place to be stylish in Japan.

Smileland also has shoes size JP23 – 27 (JP link). A 27 is a 10 1/2 in US sizing! Some pretty cute options, too! They even have a tall size store on their website for those 5’8″ and over looking for pants especially.

The market is growing!

Stores are realizing the S-M or Onesize/Freesize do not actually fit Japanese women. Big companies like WEGO with PUNYUS, Nissen with Smileland or  Yumetenbo with Plumprimo are not offering these clothes or investing these large amounts of money to start brands or open stores without market research and planning! Japan is getting larger  like the rest of the world and Japanese women even now come in all shapes from petite to tall to pocchari and I for one am glad these businesses realize this and are allowing all women to be stylish.

Just like Plumprimo by Yumetenbo x LaFarfa, PUNYUS by WEGO is another brand bringing plus size (and all size) to the masses. It’s produced by plus size icon and LaFarfa head Naomi Watanabe, who was born to be a star.


PUNYUS producer Naomi Watanabe (center) surrounded by all size PUNYUS style

Who’s Naomi Watanabe?: She started out as a talent dancing to Beyonce’s on TV and got the nickname the Japanese Beyonce (video of her getting down). Oh talent on TV, it takes so little. But from those humble beginnings Naomi Watanabe pushed even further. She appeared in a ton of variety shows because of her quick wit and actual humor.

She starred in her self-named TV series Naomi’s Closet (ナオミクローゼット) (http://www.bs4.jp/naomi/) last year all about fashion. See how she’s funny here (full episode on body massage here).


Naomi Watanabe interviewed Emoda producer Ena Matsumoto, Murua producer Momoko Ogihara, Fig & Viper producer Alisa Ueno and Ank Rouge creative director Okarie Matsuoka.

Naomi has also been the face of 109 as well as being the main face of plus-size Japanese magazine LaFarfa.

Here she is as the face of Shibuya 109 for their 7Days Bargain this January.
naomiwatanabe-shibuya109 Yup! A plus-sized woman was the face of Shibuya 109!

Video of her showing off her cool attitude for the making of the Shibuya 109 ad.

So it’s a big thing that she’s partnered with megastore WEGO for a PUNYUS brand.

PUNYUS details:

katakana: プニュズ
website: http://punyus.jp/
by: Collaboration with Harajuku mega-brand WEGO. Who helped launch W♥C
producer: Naomi Watanabe (渡辺直美) (blog: http://watanabenaomi.laff.jp/ instagram: http://instagram.com/watanabenaomi703)
concept is: 60s, 90s era items with hip hop influence and harajuku street mentality

PUNYUS is not open yet but will open in SHIBUYA 109 


YUP plus-sized clothes in Shibuya 109.

PUNYUS is not just for plus-size! It’s actually an ALL size brand that focuses on low-priced items with cool prints. PUNYUS offers sizes in Free to 6L. Representation? Yup!

PUNYUS for Spring 2014

PUNYUS had an exhibition and their upcoming collection looks pretty cool!

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all of these are from Tokyo Front Line, these are just a sample. They did an excellent job taking pictures of the exhibition. Check them all out at their website.


And the LaFarfa models showing off their cool individual PUNYUS style.

I hope you can tell I’m so excited for this brand. Original prints, original look, all size friendly, fronted by such a cool producer in Naomi Watanabe, and in Shibuya 109 representing all girls small to big. It’s like a revolution all in one store. I hope this store does well, but with WEGO backing it, it’s got hope!

And you know what this means? All size shop staff. Hurray for all size “pocca-tive”


Plumprimo is a new plus size brand in collaboration with plus-size magazine LaFarfa by gyaru mega webstore Yumetenbo.

Japan especially women’s fashion, for the longest time had this “freesize” or “onesize” mentality about clothing. Either items come in Small and Medium (XS – S in western sizing) or “onesize”. Onesize is completely non-representational of how Japanese women actually look. Slowly there’s a lot more sizing and choices for the size XXS to the size 6L girl. This season not one, but two brands are out for plus sized girls! I’m going to talk about both of them, and a brand made for petite girls as well. Because onesize doesn’t fit all.

Marshmallow? Try Pocchari

Plus-size term in Japan is usually pocchari (ぽっちゃり) meaning chubby or plump not the marshmallow term that’s jumping around the overseas media.  Or simply ぽっちゃ子 pocchako or chubby girl. ぽっちゃカワ is a term La Farfa has been using to describe chubby cute. La Farfa holds “ぽちゃティブ祭り” Pocha-tive Matsuri as a way for fans to enjoy themselves with the models. I love the play on words Pocha-tive. So…positive. :smiley:

LaFarfa magazine:

Plumprimo  (プランプリモ) is a collaboration with LaFarfa magazine (ラ・ファーファ) A magazine solely for plus-sized Japanese women fronted by icon Naomi Watanabe who is producing the other plus-sized brand coming out, PUNYUS.

LaFarfa is neither solely gal nor anything else, it’s a mix for all young plus-sized girls. It’s on its fifth issue, but its first came out last March. So it’s not exactly bimonthly. Personally, I’ve found it hard to find in big magazine stores (I looked!).

One of the best ways to check out LaFarfa is their youtube channel

Their introductory video



Some LaFarfa spreads. The bottom on is from their newest issue which came out this month from the adult brand As Know As using their L-size items.

All their blogs are on the LaFarfa site: http://blogri.jp/farfaofficial/
Some models instagrams: Ruby http://instagram.com/ruby1234 and Ui Ando http://instagram.com/andoui513


Plumprimo details:

stores: 0 – web only
website: http://www.dreamvs.jp/pc/index_ppm.html?ebis_ac=link
overseas store: http://global.rakuten.com/en/store/dreamv/
parent brand: Yumetenbo
sizes: 3L to 6L
theme: Official theme is: “ぷにモテ甘辛トレンドSTYLE” Po ni mote amakara trend style. Po from pocchari of course. Meaning to have an attractive spicy sweet trend style for chubby girls. Cute, sexy, and beautiful looks. A broad variety of trendy fashion.

Plumprimo’s initial brand offering is seven items to buy: three dresses, one jacket, one pair of shorts, a loose t-shirt and a top and pagging set. However, judging by their their teaser shot (above) there is more clothing coming up!


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Yumetenbo x LaFarfa definitely went gyaru with Plumprimo. Onee, kurogyaru, agejo, and sweet style mix all represented.

:stepup: Pros: A big pro for this brand is Yumetenbo is selling the same items in S-LL sizes (sleeveless dresss here)! Admittedly a bit less selection, but it’s not a design choice where chubbier means less stylish or requirements on how they should dress. Happy for that plus-positive side!

:sage: Cons: A small complaint is the three dresses above their waists are only available as 3L or 4L. That’s not exactly the 3L-6L the brand promises.

Japanese sizing is usually one or two down from Western sizing so 3L-6L is XL/2L-3L/4Lish Western. All items are available for pre-order shipping out mostly at the end of this month.

Plumprimo is available on the Global Rakuten site of Yumetenbo (Dreamvs) http://global.rakuten.com/en/store/dreamv/ so no Tenso required.

Again, purchasing power shows how much these brands will last. MA*RS did a plus size line 3 years back and it couldn’t last. So if you like it, buy it!