Angelic Pretty is a Japanese Sweet Lolita clothing brand. Angelic Pretty is an offshoot of the Lolita style that was started in the 1970s by brands such as Milk and Pink House. The idea behind the Lolita Style is to create clothing very similar in style to those clothes worn by younger women in 19th century settings such as Anne of Green Gables or Little House on the Prairie, though much has been done to modernize the appeal of the style since then.
Angelic Pretty is one of the earliest of the Lolita brands of clothing and is today one of its largest contributers. Founded in 1979, the brand has been around and setting the general style of Lolita fashion ever since.
The brand has recently started to take advantage of growing international interest (spurred by the release of the Gothic-Lolita Bible in other nations) by launching an English Language website for the first time and presenting two of their top designers, Maki and Asuka for public appearances and community events.
Asuka and Maki, the two public faces of Angelic Pretty have recently been seen at PMX events as well as in Lolita panels and in the Angelic Pretty store, representing the brand personally.
Maki, originally from Saitama prefecture, started working for Angelic Pretty in 2003 and has since become one of the company’s lead designers. Her eduction background is in illustration and worked her way through college with her illustrations at Angelic Pretty. Her current responsibilities include the design of socks and the choosing of base cloth and thread for Angelic Pretty products.
Asuka, from Kanagawa prefecture, started working for Angelic Pretty in 2001 and has also become one of the company’s lead designers, as well as overseeing the press work of the company. Her educational background is in Design of clothing and accessories and started woking for Angelic Pretty directly after finishing school. Her current design work includes Bags, Shoes, and Parasols.
Angelic Pretty’s approach is to a complete outfit, meaning they sell a wide array of clothing that includes lolita coats, dresses, jumpers, skirts, blouses, cutsews, petticoats, bloomers, socks, shoes, bags, accessories, and headdresses. These items are generally presented in the same basic original style in which they were conceved when the line was launched, but with small variations on an annual basis. Designers are often assigned to specific tasks within the company to ensure a unique perspective for each piece of clothing and accessory produced.
Angelic Pretty was almost exclusively available in Japan until the March, 2008 launch of the English Language website. Store locations include the main shop in Tokyo’s Harajuku Fashion District, as well as additional branch locations in Nagoya, Osaka, Sendai, Utsunomiya, Hiroshima, and Yokohama.