Lekondo'sOntology of Fashion Brands

3343 brands

Clothing is expression without explanation. It influences how you're seen and how you see yourself. Patterns of taste, mood, discipline, excess, and restraint repeat across time and culture. This is our guide to making that language visible.

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Dear My Love

Dear My Love is a Japanese fashion brand specializing in the Ryousangata and Jirai-kei subcultures. Its aesthetic emphasizes hyper-feminine, doll-like silhouettes, lace, and ribbons. The brand represents a specific youth subculture in Japan that blends traditional kawaii elements with darker, melancholic, or uniform-like themes.

History

Owned by the Japanese e-commerce company Yumetenbo, Dear My Love emerged as a prominent label within the Harajuku-influenced digital marketplace. It gained cultural significance through the rise of social media-driven fashion trends in the late 2010s. The brand serves as a primary supplier for the Jirai-kei aesthetic, which reflects complex social identities among Japanese youth. Its history is tied to the shift from physical boutique culture to online-first fast fashion retail.
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