Check Out These 4 Japanese Lolita Brands!

  • Lolita is a beautiful fashion craze seen along the fashionable streets of Japan. Women of all ages dress in clothes with frills, laces, and patterned fabrics decorated with even more ruffles. Its popularity paved the way for an enormous fashion industry where several brands sprung from. If you’d like to swim into the Lolita fashion, here are 4 Lolita brands you should check out!


    BABY, THE STARS SHINE BRIGHT, also known as “Baby” or “BTSSB,” is a popular Japanese clothing boutique originally headquartered in Shibuya, Tokyo. It was founded in 1988 by Akinori Isobe and Fumiyo (his wife) which later on expanded overseas such as in France and in California. The company primarily focuses on the Sweet Lolita style and concept, also known as “ama-loli” in Japanese, which adopts light colors and childlike motifs in its design.

    Other than dresses, they also sell headdresses, shoes, socks, and other accessories. It includes several sub-brands such as “Alice and the Pirates” which was created in 2004 and “Hello Kitty and Charmmy Kitty” featuring the famous Hello Kitty. They also once sponsored “Pour Lolita” which was later pulled out after the arrest of Japanese fashion designer Novala Takemoto who designed the clothes under the said line.

    BTSSB has an online store where you can buy several Lolita costumes such as jacket coats, jumper skirts, bags, blouses, one-piece dresses, pants, and so much more. The cost of every item depends on the design but mostly ranges from 4,000 yen to 45,000 yen.

    Access (There are many branches, but we will introduce one of them here.)

    2. Innocent World

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    【乙女の薔薇園シリーズ】.. ~美しい薔薇🌹が咲き誇る秘密の花園~. . 誰も知らない秘密の花園には、美しい薔薇🌹が咲き乱れておりました。. . その花園の美しさをイノセントワールドならではの繊細なタッチで描きました。✨✨. . .どのお色も落ち着いた優しいお色目で、上品で愛らしい大変美しいシリーズです。 .どうぞ明るい春の日差しの中で、可憐な薔薇たち🌹をご堪能くださいませ。💖💞 .◎予約開始日:4/8~.. . . #イノセントワールド #イノワ #ロリータファッション #みどりちゃん #みさこちゃん #双子コーデ #秘密の花園

    Innocent Worldさん(@innocentworldofficial)がシェアした投稿 –

    If you prefer Classic Lolita, then you should choose Innocent World as a brand. Classic Lolita is more of a mature style that gives emphasis on the Regency (a period of elegance and achievements in fine arts) and Victorian era (a time when dress styles were given importance as an expression of women’s place in society). It has more muted colors than the Sweet Lolita.

    The goal of Innocent World is to preserve the childlike innocence where warm colors and a range of fabrics from light to heavy are commonly used. It closely adheres to the tradition of looking cute, yet in a modern way. They have been recently producing several print series with matching cute motifs. Many of these come from a variety of garments with themes ranging from teddy bears to antique furniture.

    If you want to grab some Classic Lolita outfits with style, you can check out their online shop. They are an internationally friendly brand as their online shop is available in five languages (Japanese, English, French, Chinese, and Korean) and they offer shipping to other countries.

    However, if you’d like to visit the actual shop in Japan, you can find them in Harajuku, Shinjuku, Nagoya, and Osaka (main branch).

    Innocent World Website
    Access (There are many branches, but we will introduce one of them here.)

    3. Victorian Maiden

    Another Lolita brand specializing in the Classic Lolita style is Victorian Maiden. It is a Japanese clothing brand for women founded in 1999. Their concept is redefining the elegance of the classic Victorian style, where women were defined not only by beauty but by intelligence, in a more modern approach.

    Victorian Maiden’s clothing can be used on many occasions as it is quite innovative compared to other styles. It can be worn even to formal occasions as their clothes are made naturally simple yet tasteful. Their designs don’t use pastel that much as it airs out an aristocratic feel. Though it doesn’t really scream the Lolita fashion, it maintains the traditional Lolita silhouettes.

    Some of the items that they sell include long lace gloves, Romeo pants, double collar frill sleeve blouses, corsage and leaf combs, lace-up doll dresses, long tulle petticoats, classical doll dresses, etc. Their most popular items are those printed with roses and other floral designs. Victorian Maiden also holds several fashion shows where they showcase their latest collection and where you can see a glimpse of Aya Nimura, the designer.

    If you feel like this is your style, then you can check out their local shops in Tokyo, Osaka, Hokkaido, Miyagi, Hyogo, Fukuoka, Kanagawa, Shizuoka, and Aichi. They even have some of their clothes available at the Tokyo Rebel shop in New York, USA.

    Victorian Maiden Website *Japanese only
    Access (There are many branches, but we will introduce one of them here.)

    4. millefleurs

    millefleurs is a clothing brand that combines Classic and Sweet Lolita Style in one. The word “millefleur” literally means “a thousand flowers” and refers to a background style where flowers and plants are shown on a green ground. There’s no regular pattern followed by this brand and most of the time, it also includes a Victorian-era feel.

    In Lolita, purple is one color which is not appreciated that much. However, the shop offers several dark purple dresses which make it one of the few brands that bring out the rich color of purple tones. It is also a perfect place to shop for several Lolita accessories and Gothic Lolita style. Gothic Lolita is characterized by darker makeup such as red lipstick and smokey eyes. To complete the look, Gothic Lolita clothing is also typically darker.

    millefleurs shops are located in Tokyo, Nagoya, Osaka, Hiroshima, Fukuoka, Shizuoka, and Kobe. Sometimes, there are items up on sale so you can grab the chance to avail of some discounts!

    millefleurs Website *Japanese only
    Access (There are many branches, but we will introduce one of them here.)

    These Lolita fashions are not only great for cosplays but can also be used as a unique souvenir. There are several shopping areas in Japan that you can find if you’re in search for these brands. To ease your shopping problem, you can also check them out online where several of their items are on display.

    There are so many fans all over the world who have embraced Lolita fashion along with several Lolita fashion shows and conventions. This type of style can also be a way of making yourself appear younger than you really are, so why not try to prettify yourself by adding some Lolita clothing to your wardrobe?

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