Highly popular Lolita Fashion brand
The Angelic Pretty store at Laforet Harajuku.
Launched in 1979, Angelic Pretty specializes in sweet lolita fashion. It carries a wide spectrum of clothing: accessories, coats, dresses, jumper skirts, blouses, cutsews, skirts, headdresses, petticoats and bloomers, shoes, socks, bags and more.
Angelic Pretty’s main store is in the department store Laforet in Tokyo’s Harajuku, but its products are sold all over Japan and at several locations abroad. It is among the best known Lolita Fashion brands worldwide and launched an official English site in 2008.
Angelic Pretty has two main designers, Asuka and Maki. Asuka was born in Kanagawa prefecture and started with Angelic Pretty in 2001. She especially designs shoes, bags and parasols. Maki was born in Saitama prefecture and started working with Angelic Pretty in 2003. She is in charge of designing socks as well as choosing the base cloth and thread.
“The concept of the brand,” explained Maki in an interview with JAPANESE STREETS, “is that of the princess you saw in picture books when you were small. Angelic Pretty is the store where you can transform yourself into a princess and become as pretty as an angel.”
Most of Angelic Pretty’s customers are between 15 and 30 years old, but junior high school students can also be occasionally seen in the store. It is not uncommon to see young women shopping with their mothers.