The new brand melumie (Meryumī), derived from NOEMIE (Noemī), will launch online ahead of other channels on 17 September 2026. It targets women aged 22–25 who want to retain “NOEMIE's cuteness even as they grow into adulthood.”
パレモ・ホールディングス, the company behind NOEMIE, launched its new brand melumie online ahead of other channels on 17 September 2026. The launch reflects requests from NOEMIE fans who wanted to “keep wearing the brand even as adults.”
While retaining NOEMIE's aesthetic, melumie is positioned as a brand offering a comprehensive range of fashion, accessories and lifestyle products for women aged 22–25 who have moved on from “mass-produced” and “jirai-kei” styles. Sales will begin in stages through the company's own e-commerce site, external e-commerce marketplaces and physical stores, including locations in Harajuku, Yokohama, Tennoji and Ikebukuro.
Minase Asuka (水瀬あすか) and Takanashi Moka (小鳥遊もか) have been appointed as the brand's opening ambassadors. The brand overview also includes its official online store, social media accounts and store information.
The brand's sales channels are its own e-commerce site, external e-commerce marketplaces and physical stores, and further expansion is anticipated. The name melumie expresses the idea of “NOEMIE-loving girls taking flight into adulthood,” and the brand plans to offer sophisticated designs with less sweetness.