LOLITA FASHION

Lolita fashion (ロリータ・ファッション, Rorīta fasshon^?) is a fashion subculture originating in Japan that is based on Victorian-era clothing as well as costumes from the Rococo period, but the style has expanded greatly beyond these two.^[1] The Lolita look began primarily as one of modesty with a focus on quality in both material and manufacture of garments. The original silhouette is of a knee length skirt or dress with a 'cupcake' shape assisted by petticoats, but has expanded into various different types of garments including corsets and floor lengths skirts. Blouses, knee high socks or stockings and headdresses are also worn.^[2] Lolita fashion has evolved into several different sub styles and has a subculture that is present in many parts of the world.

Although the origin of Lolita fashion is unclear, it is likely the movement started in the late 1970s when famous labels including Pink House, Milk and Pretty (later known as Angelic Pretty) began selling clothes that would be considered "Lolita" by today's standards. Shortly after that came Baby, The Stars Shine Bright, and Metamorphose temps de fille. In the 1990s, Lolita fashion became better recognized, with bands like Princess Princess and other bands coming into popularity at the time. These bands wore intricate costumes, which fans began adopting as their own style.^[3] The style soon spread from its origins in the Kansai region, and ultimately reached Tokyo where it became popularized throughout Japanese youth culture. Today, Lolita fashion has grown so much in popularity that it can be found even in department stores in Japan

Sweet LOLITA

Sweet Lolita, also known as ama-loli (甘ロリ, ama rori^?) in Japanese, is heavily influenced by Rococo styles as well as Victorian and Edwardian clothing. Focusing on the child and fantasy aspects of Lolita, the Sweet Lolita style adopts the basic Lolita format and uses lighter colors and childlike motifs in its design.
Makeup used in sweet Lolita is common throughout most Lolita styles. Pink, Peach, or Pearl make up styles are highly 'sweet' and used by many Sweet Lolitas. This look, paired with a shade of bright pink, red or sometimes nude-pink lipstick, is commonly used as well.
Outfits consist of pastels, fruit themes (cherries or strawberries, or any type of sugary fruit), flowers (roses, jasmines, lily, cherry blossoms) lace, bows, animal themes (cats, bunnies, puppies) and ribbons to emphasize the cuteness of the design. Popular themes in the sweet Lolita are references to Alice in Wonderland, sweets, and classic fairy tales. Jewelry often reflects this fantasy theme. Headdresses, bonnets and bows are a popular hair accessory to the sweet Lolita look. Bags and purses usually have a princess-like design and often take the shape of strawberries, crowns, hearts, and stuffed animals.
Examples for Sweet Lolita brands are Angelic Pretty, Baby, The Stars Shine Bright and Metamorphose temps de fille. Emily Temple cute (sister brand of Shirley Temple, a Japanese boutique), Jane Marple, and MILK are brands that carry more clothing that would be considered more casual, and are available to purchase at department stores in Japan.