NOÉMIE has launched a new brand, melumie, with an EC-first launch announced for 17 September 2026. The brand will offer a more mature lineup aimed at women around 23, with plans to develop the business primarily through its own e-commerce site and stores.
The new brand melumie (メリュミー) was announced as a brand that carries on NOÉMIE’s aesthetic while offering a comprehensive selection of fashion, accessories and lifestyle products for women aged 22–25 who have moved on from “mass-produced” and “Jirai-kei” styles. The launch is scheduled for 17 September 2026, with e-commerce channels expected to launch first.
Sales will be rolled out sequentially through the brand’s own e-commerce site, external e-commerce marketplaces and physical stores (NOÉMIE Harajuku Takeshita Street, NOÉMIE Yokohama Vivre, NOÉMIE Tennoji MIO and LUDIC PARK Ikebukuro Arpa). The brand name is melumie, a coined term described as combining the French-derived concepts of “cute,” “feathers” and “light.”
Minase Asuka (水瀬あすか) and Takanashi Moka (小鳥遊もか) have been appointed as the brand’s opening ambassadors. Further information on the brand, including official updates and store and social media details, is expected to be released in due course.