What is Lolita fashion?
Lolita fashion is a Japanese alternative clothing style born in the 1980s. Part of the Japanese Street Fashion movement, it grew in the Harajuku neighbourhood in Tokyo, famous for its concentration of alternative fashions and unique styles.
Lolita fashion is now a real Japanese pop culture, with its own codes, a clear and recognisable visual identity and a strong international community.
This fashion is known for its clothes covered in laces, frills and other ribbons, reminding of the delicate and romantic silhouettes of fairtytale princesses.
An aesthetic inspired by history and the need to get away
Lolita fashion is inspired by Rococo and Victorian eras, modernised and up-to-date with a Japanese aesthetic.
It is known for:
- voluminous dresses
- refined details
- elegant accessories
Lolita fashion is not just a unique aesthetic; it is a true form of self expression, coming from a deep desire to show your style and your values, such as softness, elegance and gentleness.
A fashion movement with a wide range of styles
Just like any fashion style, Lolita fashion offers a wide range of different styles. You will find, for example:
- Sweet Lolita: this is the main style of Angelic Pretty, that you recognise with its kawaii ("cute" in Japanese) aesthetic, pastel or bright colours and delicious or playful patterns.
- Classic Lolita: this is a more elegant and timeless style, inspired by classic European fashion, known for its more neutral colours, silhouettes inspired by history and refined patterns.
- Gothic Lolita: this more mysterious style is influenced by the Gothic aesthetic and is characterised by deep and darker colours, dramatic patterns and accessories with a strong visual identity.
As any fashion style, Lolita fashion keeps evolving and reinventing itself through multiple different styles. Any one is free to interpret this fashion through their sensitivity and vision.
A fashion style, not a costume
Lolita fashion is often misunderstood and taken for cosplay; this is due to its excessive side and distinctive appearance.
However, Lolita fashion is a real fashion style that can be worn daily or for events. It has its own codes and a strong cultural identity.
Why choose Lolita fashion
Lolita fashion is a form of self expression that values individuality and freedom. It allows you to:
- develop your own universe through your fashion style
- express your creativity and sensitivity
- feel like yourself and express your identity
Angelic Pretty, a reference of Sweet Lolita
Angelic Pretty is a Japanese Lolita brand created in 1979 and has become an iconic brand of Sweet Lolita fashion.
The brand is known for:
- its pastel and happy colours
- its original prints designed by our designers
- its rich, unique and recognisable universe
- its pop and kawaii aesthetic
With the Angelic Pretty Paris store, Lolita fashion is now available in Europe with items directly imported from Japan.
Angelic Pretty Paris is now a reference of Sweet Lolita fashion in Europe.
Why choose Angelic Pretty
Angelic Pretty is an iconic Lolita brand, known for:
- its original creations, thought and developped by our designers
- the quality of its materials, neat finishes and original details
- original collections regularly renewed
- its productions in limited quantities
The brand embodies the authenticity of Lolita fashion, true to its codes and respectful of the demand for quality.