Lolita Catalogue by Nguyễn Quỳnh Anh

Contents 03. What is Lolita? 05. Popular japanese lolita fashion brands 10. Misako Aoki- iconic in lolita world 12. Lolita around the world 15. Credit

What is Lolita? Lolita fashion, inspired by historical Victorian dolls, started in Japan and has since gained popularity across Asia and parts of the Western world such as Spain, Britain and the United States. A striking feature of Lolita fashion is the extent to which it is influenced by British culture: Alice in Wonderland, Glam Rock, New Romantics, Gothic, Punk and Vivienne Westwood. Although the attitude and aggression of Punk and Gothic have no place in the world of the Lolita, the movement represents a similarly powerful rebellion against the conventions of contemporary society. What participation in the group provides is the opportunity to construct one of your ideal selves and become that individual for a short time, escaping tough circumstances, relieving stress or simply having fun. The ideals of a Lolita beyond visual cuteness include dignity, manners, maintaining a proper appearance, demure behavior and lady-like speech.

The main feature of Lolita fashion is the volume of the skirt, often created by wearing a petticoat or crinoline. The skirt can be either clock-shaped or A-shaped. Components of the Lolita wardrobe consist mainly of a blouse (long or short sleeves) with a skirt or a dress, which usually comes to the knees. Lolitas frequently wear fashion wigs in combination with other headwear such as hair bows or a bonnet (similar to a Poke bonnet). Lolitas sometimes also wear Victorian style drawers under their petticoats. For further effect, knee socks, ankle socks or tights together with either high heels or flat shoes with a bow are worn. Other typical Lolita garments are a jumperskirt (JSK) and one-piece (OP). The Lolita style itself ranges across a variety of sub-genres such as Sweet Lolita, Classic Lolita, Gothic Lolita, Pirate Lolita and the lesser-known Grotesque Lolita. By promoting demure mannerisms and sweet femininity without the traditional passivity ascribed sexualized women, the style offers participants resistance against conventional cultural pressures and happiness via an escape into fantasy.

Popular japanese lolita fashion brands Lolita fashion quietly originated in the 70’s with a few Japanese labels. Angelic Pretty (1979) began to sell cute clothing, that resulted in a new style, which would later be known as ‘Lolita’. Shortly after that Baby, The Stars Shine Bright (1988), Metamorphose temps de fille (1993), and other brands emerged. In the 1990s, Lolita became more accepted, with bands like Malice Mizer and other visualkei rising in popularity. As the style became further popularized through the Internet, more shops opened abroad, such as Baby, The Stars Shine Bright in Paris (2007) and in New York (2014).

Angelic Pretty

At Cosplay Oneesan’s Event “Yumemiru

Angelic Pretty is a Japanese fashion

story of the designs, both designers were

company specialized in lolita fashion,

reluctant to respond, since “it is up to the

founded in 1979 under the name Pret-

girls that wear the clothing to write their

ty - later changed to its current name in

own princess story”.

Musical Paradise”, brand designers Maki and Asuka were interviewed about the concept of Angelic Pretty, elaborating on the use of the colour pink. They said that they “try to use the colour in as many ways as possible and change it with the season, the fashion trends, with the over-all aim to make it pretty”. When asked about the

2001. As well as the brand’s popularity in Japan, Angelic Pretty is one of the most

All Angelic Pretty stores are decorated

well known Lolita brands worldwide. In

almost exclusively with the colour pink,

2008, the company opened an official

which further shows the brand concept’s

English-language site to cater for their

connection to this colour and underlines

fast-growing foreign customers.

the references to fairytale princesses.

“Angelic Pretty provides adorable clothes covered in lace, frills and ribbons like that of the fairytale princess you dreamed about 8

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” .

Baby, The Stars Shine Bright (shortened to ‘Baby’ or ‘BTSSB’) was established in Tokyo in 1988 by Akinori and Fumiyo Isobe. Its clothes are regarded as the epitome of the Sweet Lolita look. The company was launched to fame by the 2004 screen adaptation of Novala Takemoto’s novel Shimotsuma Monogatari, in which the heroine dresses throughout in outfits by BTSSB. The film was re-released with English subtitles as Kamikaze Girls. Over the years, Baby, The Stars Shine Bright has done collaborations with various movies, television dramas, manga, anime, and video games. Baby, The Stars Shine Bright specializes in Lolita fashion and, like Manifesteange Metamorphose temps de fille, their main focus is the subcategory Sweet Lolita. Baby, The Stars Shine Bright opened their first international retail store in Paris, France in 2007, and opened their first North American retail store in San Francisco, United States on August 15, 2009.

Baby, the star shine bright 9

Metamorphose temps de fille “’Manifesteange’ means the advent of an angel. ‘Metamorphose temps de fille’ means ‘the time of transformation into a little girl.’”

Manifesteange Metamorphose temps de fille (Shortened to Metamorphose temps de fille, Metamorphose or Meta) is the name of a Japanese clothing boutique chain created in 1993 by the current president of Metamorphose and its designer, Kuniko Kato. Metamorphose are possibly the most imaginative of all the Japanese Lolita brands; they have developed a label within western lolita circles as being creative by having untraditional (in lolita fashion terms) cuts and prints of clothes; these include retro style prints, circle skirts, and camouflage. Metamorphose is one of the more accessible Japanese Lolita brands to foreign customers. They have a translation of their website in English, ship abroad and accept Paypal, unlike other Lolita brands, which usually are not available overseas without the use of a shopping service.

Moi-même-Moitié the Gothic Lolita fashion label of Mana co-founder and former guitarist of the Visual Kei rock music band Malice Mizer & founder and lead guitarist of Moi Dix Mois. The label’s name is a portmanteau of the French words “moimême” (myself) and “moitié” (half), although the expression “moi-même-moitié” does not exist in French. It could also be interpreted as “my own part” or “my own space”. Moi-même-Moitié’s clothing is characterised by the use of customised materials and couture-like construction. The designs are most commonly black, white, grey and deep blue.Red and Gold is introduced in some designs. Lace is also sometimes used while jewelry prototypes are handmade in Moi-même-Moitié atelier.

Misako Aoki-iconic in lolita world A Japanese nurse, model, and President of the Japan Lolita Association for lolita fashion...

Misako Aoki was borned on 3 June 1983, in Chiba Perfecture, Japan. Misako was discovered as a model in Harajuku, Tokyo at the age of 15. While modeling for KERA magazine, Misako was given the opportunity to wear lolita fashion. Initially, she was not a big fan of lolita fashion, but by modeling it, her confidence in wearing the fashion grew. “I have more than 100 pieces of Lolita clothes,” she said. “I wear Lolita clothes when I go to convenience stores, take an airplane, and wherever I go. I don’t have any other kind of clothes,” she said with a laugh. In 2009, Misako was appointed by the Foreign Ministry to be a “Kawaii Ambassador”. Misako emphasizes the word kawaii to describe lolita fashion. Her main job is to expand the circle of Lolita by taking part in events as a guest, participating in tea parties that Lolita Circles around the world organize, so on.

The circumstances surrounding her changed dramatically after she be-

Misako Aoki iconic in lolita world 14

came Cute Ambassador. “I didn’t go abroad so often before, but I visit foreign countries twice a month recently. This month, I’m going to three countries, Indonesia, China, and the United States,” she said. To promote lolita fashion worldwide, Omula Beauty Fashion College in Fukuoka established the Japan Lolita Association with Misako as head of the association in 2013. She published a book in 2014 titled “LOLITA FASHION BOOK” deriving her experiences of wearing lolita fashion. Aoki has an important role in a model, a nurse, Cute Ambassador, and a president of Lolita Association. What is more, she has debuted as a singer and an author. She can’t often take a rest, however, she doesn’t intend to give up any of her careers at all. Where is her next stage to flourish? She is proud of herself as Japanese & as Lolita.

Lolita Tea Party How popular is lolita fashion in other countries. Meetup ortea party- a common meeting between people who love lolita

Assistant: Maiden Heart Advertising Staff: Samantha Slotz, Kimura U, Rika Yamada Printing- coordinator: Kanon Wakeshima Publisher: Girlism publishing group Art Director: Kokokim Editor in Chief: Felicitas Vollstedt Editors: Alestiann Nguyen,Betty Smith,Vivien MĂźller

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