mellfy memory

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Overview

Tagline

For everyone who loves cute
mellfy memory is a Japanese womenswear brand launched in 2021 by mimi and nene. Led by director and designer mimi, the brand offers clothing as well as bags and accessories. Its concept is to enjoy what one sincerely finds “cute,” without regard to age or race. It presents sweet, girly items featuring pink, ribbons, lace, and frills.

Concept

With the theme of a densely distilled “cute” that is both the starting point and the pinnacle, the brand incorporates elements that feel sincerely cute, such as pink, ribbons, lace, and frills. Age and race are irrelevant to wearing cute things.

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Parent brands and sub-brands, ordered by founding year.

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2 brands
Founded
2022-2025
2022 Sub-brand
Lolime by mellfy memory
Clothing

A girly offshoot brand that also offers casual clothing

It is developed as a sister brand bearing the name mellfy memory, with products listed sep

It is developed as a sister brand bearing the name mellfy memory, with products listed separately from those of the parent brand itself and Fiorforte in the official online store. Alongside girly designs featuring frills, ribbons, tulle, and floral patterns, its range includes sweatshirts, knitwear, and pants, extending beyond dresses. Some items are available in M and LL sizes. While carrying forward the parent brand’s sweet aesthetic, it broadens the available choices to include casual styles and multiple sizes. In contrast to Fiorforte, which foregrounds doll-like and lingerie-inspired ornamentation, it is positioned around a broad range of girly wear that includes everyday clothing.

2025 Sub-brand
Fiorforte
Clothing

A romantic line with an emphasis on doll-like ornamentation

This is a sub-line that continues to be offered as an independent product range on mellfy

This is a sub-line that continues to be offered as an independent product range on mellfy memory’s official online store. Its products include dresses and tops featuring roses, lace, ribbons, and corset-inspired details, as well as items inspired by lingerie, with an emphasis on doll-like sweetness and ornamentation. Alongside the parent brand’s broader range of girly wear and Lolime, which includes casual styles and sizes M and LL, it represents a more romantic and glamorous direction. It is listed as an independent collection on the online store and is a line with products offered continuously within the brand, rather than a one-off project.

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Country of origin, founding year, categories and parent brands.

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