Angelic Pretty

Angelic Pretty is a Japanese fashion company specialized in lolita fashion, founded in 1979 under the name Pretty - later changed to its current name in 2001. Various items, primarily of the sweet lolita sub-style, such as accessories, coats, dresses, jumper skirts, blouses, cutsews, skirts, headdresses, petticoats and bloomers, shoes, socks, bags and etc. are up for sale.

As well as the brand's popularity in Japan, Angelic Pretty is one of the most well known Lolita brands worldwide.

In 2008, the company opened an official English-language site to cater for their fast-growing foreign customers.

"Angelic Pretty provides adorable clothes covered in lace, frills and ribbons like that of the fairytale princess you dreamed about as a little girl. We want girls to never lose sight of that dream and this is a brand for girls who want to keep that dream alive" .

At Cosplay Oneesan's Event "Yumemiru Musical Paradise", brand designers Maki and Asuka were interviewed about the concept of Angelic Pretty, elaborating on the use of the colour pink. They said that they "try to use the colour in as many ways as possible and change it with the season, the fashion trends, with the over-all aim to make it pretty". When asked about the story of the designs, both designers were reluctant to respond, since "it is up to the girls that wear the clothing to write their own princess story".

All Angelic Pretty stores are decorated almost exclusively with the colour pink, which further shows the brand concept's connection to this colour and underlines the references to fairytale princesses.

Angelic Pretty's main store is in the department store Laforet in the Harajuku neighborhood of Tokyo, but there are also currently stores in Shinjuku (Tokyo), Osaka, Nagoya, Sendai, Utsunomiya, Hiroshima, Yokohama, Kanazawa, Fukuoka, Okayama, and Sannomiya. Establishments outside Japan include a store in Shanghai, China.

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