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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Honey Cinnamon

Honey Cinnamon is a Japanese fashion brand centered on a retro-girly aesthetic. It combines vintage-inspired silhouettes with contemporary kawaii elements. The brand represents the Ryousangata subculture, emphasizing a hyper-feminine, coordinated look characterized by pastel colors, ribbons, and lace details.

History

The brand was established in 2014, with former SKE48 idol Kanako Hiramatsu serving as its initial producer and creative director. This connection solidified the link between Japanese idol culture and youth retail fashion. Based in the Shibuya 109 department store, Honey Cinnamon became a foundational label for the Ryousangata style. It reflects a shift where celebrity-driven design influenced the visual identity of specific urban subcultures in Tokyo during the mid-2010s.
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