I’ve already written about the term “kawaii” here. “Kawaii” is a term in Japanese culture that refers to the qualities of cuteness and adorability. From all this “kawaii” or in other words, cuteness, a very famous and mainstream Japanese fashion has evolved called Lolita fashion. Lolita fashion centers around the concept of princesses, and as the trend has many different branches, but the overarching trend refers to looking like Victorian era doll in any way possible. Even though this style is doll like, there are tendencies that sometimes streak in like goth and punk intermixed. Lolita fashion is quite an amazing aesthetic. Angelic Pretty is one such company that specializes in Lolita fashion.
Angelic Pretty was founded in 1979 by two designers named Maki and Asuka. The company sells all sorts of Lolita wear: from accessories to dresses, shoes to bags, coats to headbands. There are many shops around Japan, and since Angelic Pretty has become the spot for Lolita enthusiasts around the world, an online website in English was formed in 2008.
Upon entering an Angelic Pretty shop or even surfing the online shop, expect to see pink, frills, flouncy skirts, and really girly, doll like creations. It is “kawaii” after all, and therefore everything is very, very cute. Even the brand concept admits as much as taken from the English website: “Angelic Pretty provides adorable clothing covered in lace, frills, and ribbons like that of the fairytale princess you dreamed about as a little girl. We want girls to never lose sight of that dream….And this is a brand for girls who want to keep that dream alive.”
While the trend may appear costume like, the people wearing Lolita fashion are very much believers in their aesthetic. They do look like dolls, princess fairytale dolls, and they flock to the affordable prices and designs that Maki and Asuka design for Angelic Pretty.
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