1. BABY THE STARS SHINE BRIGHT
“Baby, The Stars Shine Bright,” also known as Baby or BTSSB, is one of the most well-known Lolita brands in Japan. After the success of the movie “Kamikaze Girls” starring Kyoko Fukada and Anna Tsuchiya, Baby’s popularity soared. Baby’s clothing style is very girly, sweet, and dreamy, with many dresses featuring themes and stories.
Baby was founded by Mr. Akinobu Kebesu and his wife Mrs. Fumiko Kebesu. In 2017, the first overseas Baby store opened in Paris, France. Baby can be said to be the brand that many Lolitas initially dream of owning, so it’s worth trying out a piece.
Take a look at Baby’s clothing on OneMall.
2. Angelic Pretty
Angelic Pretty was founded in 1979 with the concept of “realizing the clothes in girls’ dreams.” Its important features include soft pastel colors, rich lace and ruffles. If you are looking for dresses and accessories straight out of a fairy tale, then look no further. Angelic Pretty started as a boutique specializing in kawaii-style clothing called “Pretty.” In 2001, they rebranded as Angelic Pretty and started their own brand. Similar to Baby The Stars Shine Bright, Angelic Pretty offers a wide range of items from dresses to culottes.
Angelic Pretty is a globally renowned sweet lolita brand, with a large number of foreign fans outside of Japan. In 2008, Angelic Pretty launched an official English website to cater to its international audience.
3. ALICE and the PIRATES
ALICE and the PIRATES is a sub-brand launched by Baby, the Stars Shine Bright in 2004. It has a cool edge, influenced by pirate culture and aristocratic style with a hint of punk. While the color palette leans towards darker shades, the designs still retain the luxurious and sweet elements of lolita fashion, gradually emerging as an important and unique style within Lolita fashion.
Pirate-inspired Lolita fashion focuses on pirate elements such as eye patches, swords, triangles, and treasure chests. Currently, this style is mainly worn at special events and occasions. In August 2006, ALICE and the PIRATES opened their store on the lower level of Laforet in Harajuku, Tokyo.
4. Emily Temple Cute
Emily Temple Cute is another brand with a girly style, offering more affordable alternatives to some well-known lolita brands. It is included in the six major Lolita fashion brands featured in this edition of the blog.
Emily Temple Cute can be considered a budget-friendly option that allows you to easily get started with Lolita fashion. Especially if you are looking for more casual, everyday wear that you can wear to work or school while still looking super cute, then it’s the perfect choice.
5. Axes Femme
Axes Femme is very similar to Emily Temple Cute in that it offers Lolita fashion at affordable prices. If you like classic Lolita styles such as Victorian-era maiden or Innocent World, then this brand is definitely worth checking out. Axes Femme offers a variety of dresses, coats, shirts, shoes, and accessories.
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