[fashion] larme kei fashion – five years later

For all of the J-fashion fans, I want to follow up on an old post and Youtube video I made in February of 2021 about Larme magazine, a quarterly fashion artbook released in Japan featuring clothing trends, makeup and hair tutorials of the sweet and girly type, plus interviews from Japanese celebrities and models. Larme-kei describes the type of fashion and makeup and hair typically found in this magazine’s photoshoots and articles, however that term was established several years ago amongst international fans and isn’t really in use anymore. Larme is up to volume 68, going strong since 2012. Are there any changes in this style since then? While I am not fluent in Japanese at all, but just flipping through my collection of volumes from 2012 and 2022 and now, the same set of topics is still prevalent, as well as the type of photoshoots and design layouts preferred.

photo of larme-kei outfit on mannequin (circa 2010s) with black sheer polkadot blouse under a grey polkadot slip dress with a black crossbody bag, next to black heel booties and a wig head with a black headband — [larme kei, 2021]

I want to emphasize that the fashions featured in Larme itself vary from goth to preppy to retro to girly, they even have their own subsection of kimono/furisode and traditional accessories each year. Back in its 2010s heyday, Larme-kei was considered a cute and somewhat casual style similar to himekaji, himegyaru, otome-kei, girly-(various adjectives) and then became a predecessor and influence on the later jirai kei (or ryousangata aka trendy) styles that become popular in 2020s. But the magazine itself is not pushing a particular style or trend other than whatever look the photographer and stylists want to do, and the specific wardrobe and makeup/hair that larme-kei referred to is no longer popular overseas, or has basically been replaced by jirai-kei/ryousangata trends. A little sad, but at least the magazine is still printing (as of now, knock on wood.)

Larme-kei (as described by international J-fashion fans) Style Points circa mid-2010s

hair
- soft bangs/fringe
- styled in waves, curls, ribbon-braids or pigtail braids
- can use headbands, hair clips, flowers, hats for other substyles
- hair color can be lightened but is usually natural black or brown
makeup
- large eyes using false lashes, circle lenses, emphasized aegyosal and puppy-dog eye makeup (versus cat or fox eye makeup)
- lots of blush, for youthful or cute styles, or to emphasize the “crying tears” (larme) aspect
- matte base makeup, not much contouring or highlights
- any kind of lipstick is ok but mostly in shades of pink or berry, not red or brown
- manicure nails are not a focus like in gyaru but can be, usually natural colors/lengths preferred
wardrobe
- all types of skirts and dresses – slim fit, or gathered and floofy, long or short or maxi length
- blouses with cute details – puff sleeves, peter pan collars, ribbons and bows
- occasionally sexy – lingerie elements, lacy cutouts, tulle skirts
- main colors are pink and pastels, with black or white accents
  - patterns like florals, gingham or polka dots, also tweed or plaid for winter
  - other somewhat popular colors are red, navy and brown
  - green, orange or purple are not seen much except for vintage or Halloween
- simple or subtle jewelry
- shoes – platforms, Mary Janes, sandals, can be frilly and cute but not over the top detailed like gyaru or lolita

Latest Larme trends as of 2026

atypical styles mixed with girly – punk, athletic, military, schoolgirl, neet (lol), etc
retro hair accessories, such as lace kerchiefs and ribbon bows of various sizes
still got the bangs and aegyosal and diffuse bright blush, but they’re also doing the matte blotted pink lip
only one hairstyle with ribbons braided into the hair featured, but still a variety of hairstyles from simple to complicated
more furisode kimono featured. also some music idol outfits although that’s for the interviews, not a style they’re advertising

Comparison of similar magazine spreads from 2012 and 2026

photograph of Larme volume 7, red and blue outfit variations styling — Larme volume 7, 2012

photograph of Larme volume 7, makeup tutorials — Larme volume 7, 2012

vs….

photograph of Larme volume 68, vintage floral and modern preppy outfit styling — Larme volume 68, 2026

DIY handmade Larme-kei?

Unfortunately difficult. Even more than lolita or gyaru (which prefers brands but doesn’t look down on an independent can-do spirit), Larme magazine depends on models and brands for content and follow the format of a typical “Vogue” fashion magazine format. There isn’t much need for a DIY-crafty section, except for these topics below:
- makeup and hair – lots of makeup and hair tutorials, way more than an artsy fashion magazine actually
- exercise and lifestyle – these are from the model interviews, like what’s my typical day, what’s in my purse/bag, how I diet and exercise, etc
- gifts and decor – in the holiday issue there are tutorials for making gifts and decor and foods
However, you can actually sew a handful of larme-kei (and I guess jirai-kei) style outfits from Otome no Sewing books by yourself! This is helpful if you are plus-sized and can’t fit into the brands, or the item you want is sold out or company filed for bankruptcy, or you just want to try a cute outfit without committing to paying taxes/shipping/tariffs overseas but want to commit time instead. Luckily larme-kei is mostly simple silhouettes and minimal accessories, great for beginners or low-effort trying out a new style.
Otome no Sewing patterns for Larme-kei clothing (note almost all books have hair accessories and purses that could work for larme-kei)
- look for the Akio Namiki collaborations, very simple non-lolita designs (you’ll have to size up if you’re over size medium though)
  - Volume 8 page 14 – frilly headdress, sheer apron, two styles of long-sleeve mini-dresses with peter-pan collars
  - Volume 10 page 14 – puffy bloomers, sheer nightgown peignoirs in 2 lengths with short and long sleeves
  - Volume 11 page 12 – button-front short dresses with 2 styles of maid aprons and a headband and hairbow
  - Volume 12 – peter pan collar mini dresses with both long and short puff sleeves
  - Volume 13 page 30 – high-waisted sleeveless dresses with simple oval headdresses
  - Volume 14 page 30 – sailor collar long-sleeve dress, puff sleeve blouse with suspender front dress
- jirai-kei style
  - Volume 17 page 6 – peter pan collar long-sleeve dress, puff sleeve blouse, suspender style skirt, hair bow

How to build a Larme-kei capsule wardrobe

Easiest/cheapest/most accessible items are in bold
- at least 1 blouse or skirt or dress from a larme-adjacent brand (mercari, kei market, ebay) or sew it yourself
- ribbons for braiding hair, tying bows into pigtails, tying as a choker or necktie (black, pink, white, etc)
- peter pan collar or puff sleeve blouse (white or pastel)
- black pencil skirt
- tulle or lace layer skirt, any length (pink, pastel, black)
- fluffy sweater or cardigan or jacket with ruffles or ribbons (pink, pastels)
- matching mary jane shoes or cute platforms (black or a matching color)
- statement accessory – lingerie like belt garter, sheer robe, corset belt, suspenders, sheer apron or overskirt, lace ruffly socks, lace undershirt, etc
- keywords – girly, vintage, coquette, balletcore, otome-kei
What to avoid!
- extremely elaborate mini dresses in black/other color, lots of rhinestones (this is jirai kei or ryousangata)
- puffy knee-length skirts + petticoat, with tights and elaborate blouses and hair accessories (this is lolita)
- loud floral prints, tank tops, very mini skirts or shorts, anything super sporty or beachy (this is gyaru or himekaji)
- no makeup or styled hair (uhh… make and hair are part of the larme look)

Conclusion

I mostly wear lolita with some himekaji gyaru because I’m old-school (as well as actually old) and thus I don’t really wear jirai kei or the latest Shibuya styles, but I do follow Larme the magazine just to be aware of what’s considered trendy. I love the retro and girlish but still slightly edgy aura the magazine has, and I think the makeup how-tos featured work well for Asian faces, so I’m a huge fan even if the specific clothing trends change from my personal style. I owe a lot to Larme for pushing my makeup skills further than even cosplay or lolita had, and opening my eyes to the wonders of creative vintage dreamy styling. Anyway, I hope this page helps anyone interested in larme-kei and I will try to update my blog with latest in Larme developments. I will add a style guide with examples and links and a sew-along for anyone looking to build a larme kei wardrobe in the next few months!