When brands like Pink House (1973), Milk (1970), and Angelic Pretty (1979) began to sell cute clothing, that resulted in a new style, which would later be known as 'Lolita'. The result was an increase in interaction between pedestrians in Harajuku. In the years of 1977–1998, a large part of the Harajuku shopping district closed for car traffic on Sundays. After Otome-kei, Do-It-Yourself behavior became popular, which led to the emergence of a new style called 'doll-kei', the predecessor of Lolita fashion. The cuteness style, known as kawaii style, became popular in the 1980s. As a result of that the company Sanrio began experimenting with cute designs. Before Otome-kei emerged, there was already a rise of the cuteness culture in the earlier seventies during which there was a high emphasis on cute and childish handwriting in Japanese schools. History Īlthough the origin of the fashion is unclear, at the end of the 1970s a new movement known as Otome-kei was founded, which slightly influenced Lolita fashion since Otome means maiden and maiden style looks like a lesser elaborated Lolita style. Other typical Lolita garments are a jumperskirt (JSK) and one-piece (OP). For further effect some Lolitas use knee socks, ankle socks or tights together with either high heels or flat shoes with a bow are worn. Lolitas can also wear Victorian style drawers under their petticoats. Lolitas frequently wear wigs in combination with other headwear such as hair bows or a bonnet (similar to a Poke bonnet). 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. The skirt can be either bell-shaped or A-line shaped. The main feature of Lolita fashion is the volume of the skirt, created by wearing a petticoat or crinoline. This style evolved into a widely followed subculture in Japan and other countries in the 1990s and 2000s and may have waned in Japan as of the 2010s as the fashion became more mainstream. Many other substyles such as 'sailor', 'country', 'hime' (princess), 'guro' ( grotesque), 'qi' and 'wa' (based on traditional Chinese and Japanese dress), 'punk', 'shiro' (white), 'kuro' (black), and ' steampunk' lolita also exist. This clothing subculture can be categorized into three main substyles: ' gothic', 'classic', and 'sweet'. A very distinctive property of Lolita fashion is the aesthetic of cuteness.
Lolita fashion ( ロリータ・ファッション, rorīta fasshon) is a subculture from Japan that is highly influenced by Victorian clothing and styles from the Rococo period. Angelic Pretty, a shop specializing in lolita fashion
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