Sweet Lolita

Lolita (ロリータ・ファッション, rorīta fasshon^?) is a fashion subculture originating in Japan that is based on Victorian and Edwardian clothing with Rococo influence.

The first know instance of the term lolita being used to describe the fashion was the September 1987 issue of Ryukou Tsushin, a Japanese fashion magazine. However, the origin of the term's meaning is complex, and remains unclear. The movement grew out of styles created by the Japanese brands Milk (established in 1970) and Pink House (established in 1973) which were worn by the readers of Olive magazine who were colloquially called Olive girls. In 1974, Rei Yanagikawa left Milk to start a children's clothing brand called Shirley Temple Cute, which would later expand to include a matching adult's otome fashion line under the name Emily Temple Cute. Megumi Murano, another designer from Milk went on to open the otome fashion brand Jane Marple in 1985. Atuski Onishi, another designer from Milk founded a self-named brand in 1984, which also sold feminine, otome styled clothing. Akinori Isobe, one of the designers employed by Atuski Onishi, left in 1988 to open the Lolita fashion brand, Baby the Stars Shine Bright.

In the 1990s, brands such as Princess Princess began to rise in popularity. This popularity was in part furthered by the success of early visual kei bands throughout Japan, with icons such as Mana of Malice Mizer founding lolita inspired magizines. which prompted the style to become popularized in Tokyo with Japanese youth. In many ways, the spread of a youthful aesthetic could be seen as a modest parallel to the rise of the kinderwhore aesthetic and the influence of visually distinct "girl power" style of the Spice Girls throughout the west. Visually, the aesthetic is generally far more elaborate and leans towards more modest stylings than the youth focused fashion of the 90s. Lolita fashion is a dressing fashion. It should be distinguished from the novel Lolita. It doesn't reflect any concept in the novel.

There are various of lolita styles. The boundary between them is not strict. For example, a lolita design could reflect both sweet style and classic style at the same time.

Sweet lolita primarily focuses on pastel or primary colors, and cute motifs.

Classic lolita primarily focuses on muted or darker colors, antique motifs, and florals.

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