Brand Info: DearMyLove（ディアマイラブ）
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Quick Info:
Active from- 2011 to present
Associated brands- (parent brand) Dream Vision/DreamV/夢展望/Yumetenbo,
(sister-brands) Newlyme, Diable Baiser, bohmal, mon Lily, rectangle, moulis', Mary Rose perfume eau, luity, plumprimo, chocolatemonster, Linosung, So Lady, PRSIMSTONE, IcOnIcFoRm, Vivoque, Cruiglace, Chapter One, Rinamour
(sub-brands) Dear My Love Rose, DearMyLoveWhip, Dear My Love Emily, Millor TOKYO, Deviants, LittleDearMyLove
Also known as- Deary (sometimes misspelled as Dearly), DML
Hi everyone! Today we are talking about MyDearLove. First things first, let's clear up one thing: MyDearLove and Yumetenbo are not the same. At least in my opinion. Yumetenbo, the romanji for 夢展望, translates to Dream Vision. Dream Vision/Yumetenbo is MyDearLove’s parent company, meaning that Yumetenbo owns MyDearLove. MyDearLove is Yumetenbo’s most popular or flagship brand and is their most prominent brand on their social media platform. However, it is not the only brand they own. So, in summary, MyDearLove is owned by Yumetenbo and is the company’s popular brand; however, it is not its only one; therefore, they are not the same brand. It took me a bit to figure this out, and maybe I'm just a little dumb. But I've seen other girlies asking about this, so this is for the divas like me lol.
Now let's finally get to the fun stuff that doesn't hurt my brain as much. That was a lie; I had a hard time researching for this bit, too, and my head still hurts. Okay, I know I just said that DearMyLove and Yumetenbo are separate brands, but their histories are pretty tied together. So I will be covering a bit of Yumetenbo's history for fun, too. For the sake of brevity, I'll be calling Yumetenbo DreamV.
DreamV started in 1998 in Osaka as an e-commerce mail-to-order site selling cosmetics and kids' toys...? It seems like they were selling miscellaneous home goods during the very early years. They had their own website, a Rakuten storefront in 2003, and a Yahoo store in 2005, which closed in 2020. From looking through their website through the Wayback Machine, it seems that they started focusing on clothing in 2005. But it wasn't until 2011 that they launched their flagship brand, DearMyLove. They were mainly a Hime Kaji, Hime Gyaru, and Agejo brand in their early years. At the time, DearMyLove was popular for its super girly shoes. I want a pair of one of their boots so bad... but these shoes are old and tend not to hold up well.
Over the years, they have slowly lost the Gyaru look as the style grew less popular. Generally, around the late 2010s, their style leaned more towards Girly Kei. From 2016 to 2020, they collaborated with five different Sanrio times! There are too many items to show them all off in this post, but I might make a post to archive them all later on. When Jirai Kei hit the scene, DearMyLove became one of the iconic Jirai Kei brands. That's currently what their most well-known for.
Its first sub-brand, DearMyLoveRose, debuted in February of 2021. DearMyLoveRose is a French-inspired, girly, and elegant brand.
Later that year, in July, they launched another sub-brand named DearMyLoveWhip! This brand was made for their plus-sized ranges for DearMyLoveRose and MyDearLove. The brand offers the sizes 4L, 5L, and 6L.
On the opposite spectrum, LittleDearMyLove is a shrunk-down, smaller-sized version of DearMyLove for kids. The brand launched in 2022. I don't know how popular it is to dress your kid in Jirai Kei, but there's a market for everything.
In 2022, Milor Tokyo launched. Milor Tokyo is their more casual line. It has all the colors of Jirai Kei but more toned down with fewer frills. Perfect if you're looking to try out Jirai Kei, but aren't comfortable with wearing it out yet.
DearMyLoveEmily debuted in 2023. This one in particular is fun to me. The best way to describe this brand to me is if Lolita, Jirai Kei, and Ryousangata fused. I love seeing fun twists on styles!
This one is a wildcard. Deviants debuted in 2024 and is a punk, edgy, androgynous-focused brand. The style reminds me of ACDC rag or Tripp NYC! So far, none of the clothes from the brand are Jirai Kei, and not many are even girly at all. I'm curious why this was launched as a sub-brand of MyDearLove and not as a separate brand.
Though I have lots of love for the older pieces from this brand, I've heard they've had a less-than-stellar reputation, especially recently. They have a reputation for stealing designs from other brands and small artists for a while now. And they have this odd ChatGPT promotional post with a coupon code named after ChatGPT, and a weird thread of them trying to make the perfect Jirai girl using AI. As an artist, this was really disappointing to hear about, and I think I'll stick to buying things from them second-hand. I probably would have done that anyway since I rarely buy clothes new and I prefer the style of their old stuff, but it still sucks to hear about.
Here's my sources for this post. There aren't many for this one since I mostly used the Wayback Machine, but here it is: Dream V company history, Hime Gyaru / Hime Kaji / Hime Lolita's Facebook, Miss Neko blog, Wayback Machine, Shibuhara Glitter blog, DearMyLoveRose Instagram, DearMyLoveWhip Instagram, Milor Tokyo Instagram, Yumetenbo Instagram, LittleDearMyLove Instagram, and Deviants Instagram.
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