| I Love Mama | |
| Editor: | Ayako Yamashita |
| Editor Title: | Chief editor |
| Frequency: | Monthly |
| Circulation: | 200,000 |
| Category: | Fashion, Lifestyle |
| Publisher: | Inforest |
| Firstdate: | September 2008 |
| Lastdate: | 2014 |
| Country: | Japan |
| Language: | Japanese |
I Love Mama (stylized "I LOVE mama") was a gyaru fashion and lifestyle magazine published monthly in Japan by Inforest Publishing.[1]
Originally named "Mama Nuts × Ageha", I Love Mama was established as a special edition of two gyaru magazines, the hostess-targeted Koakuma Ageha magazine and dark-skin obsessed Happie Nuts magazine.[2]
I Love Mama was considered a unique magazine, as it was a magazine especially for "gyaru-mama", women who remain gyaru after pregnancy,[2] consisting of the likes of housekeeping tips, parenting tips, and fashion tips.[3]
Described as a "mega-hit" magazine, it has been the highest-selling gyaru-mama magazine ever since its launch in 2008.[4]
I Love Mama was first published in September 2008 under the name "Mama Nuts × Ageha" as a special co-edition of Koakuma Ageha and Happie Nuts, after these two magazines' special editorials for "gyaru-mama" audiences gained considerable popularity.[5] Mama Nuts × Ageha was the first-ever magazine devoted solely to the gyaru-mama scene,[6] and it became a smash-hit, with 150,000 copies sold during its first three days and an additional 30,000 copies sold.[5] Mama Nuts × Ageha changed its name to "I Love Mama", becoming monthly in April 2009.[7] Circulation reached 200,000 by October 2009.[8]
Following the closure of Inforest Publishing I Love Mama ended publication in 2014.[9]
The most notable trait of the models appearing in I Love Mama is that most of them appear in the magazine with their children. The children in the magazine are called the "chibiko".[2]
Exclusive models are officially called the "Love-mo". Irregularly-appearing models are officially called the "Love-mama".[10]