Angelic Pretty (formerly Pretty from 1979–2001) is a Japanese apparel brand specializing in lolita fashion. The brand was established as Pretty in 1979 by Hiroko Honda, with its flagship store opened at Laforet in the Harajuku region of Tokyo, Japan, selling apparel from amateur designers. After Honda decided to focus on original apparel, the store was rebranded as Angelic Pretty in 2001.
Brand concept
Two people wearing dresses from Angelic Pretty at Tekkoshocon 2010
Angelic Pretty is a "sweet lolita" fashion brand with focus on the "cute" and "child-like." Angelic Pretty's concept is centered on fantasy and described as "princesses in picture books that were dreamed of as a child". The store and clothing all use the color pink, with different shades and arrangements corresponding to the season and fashion trends.
History
In 1979, Hiroko Honda opened Pretty at Laforet in Harajuku, Tokyo, selling lolita and gothic style dresses from amateur designers. Honda curated her selection based on cuteness. She stated that, at the time, Pretty was one of the only retailers in Tokyo that sold lolita clothing. Around 2000, Honda decided to focus on creating original apparel based on her aesthetics after customer feedback, which led to the launch of her original label, Angelic Pretty, in 2002. Honda then focused on growing her Angelic Pretty brand and renamed the store after the brand in 2003 after opening a second location in Nagoya. Afterwards, Asuka joined as a designer in 2001, initially to design cutsews, knit clothing, bags, and accessories. Maki joined shortly after in 2003 while she was in vocational school, initially as an illustrator. Both Asuka and Maki later became full-time designers at Angelic Pretty. Kira Imai was scouted as Angelic Pretty's image illustrator shortly after she graduated from junior college when they saw her illustrations on her website.
In 2004, Angelic Pretty launched their next stores in Osaka and Utsunomiya. This was followed by a store opening in Sendai in 2005, as well as Hiroshima and Yokohama in 2006. In 2007, Angelic Pretty decided to test the overseas market by appearing at Japan Expo in France and Pacific Media Expo. By February 2008, Angelic Pretty had an English version of their website and allowed people outside of Japan to purchase their clothing. On August 16, 2013, Angelic Pretty held their first fashion show in Canada as part of Anime Revolution.
From October 26 to October 27, 2018, Angelic Pretty held a two-day exhibit titled "Angelic Pretty Museum" at Laforet Museum Harajuku.
Products
Angelic Pretty sells petticoat dresses, blouses, jewelry, and other fashion accessories. The dresses are described as having bows, ruffles, prints, and waist ties, while most blouses have pastel lace and removable collars. The original print fabric and lace are produced in Japan. The prints use "delicate motifs" and "subtle colors." The dresses are produced in one size, but they are designed to fit a variety of body shapes. In addition, despite the "outlandish" and "formal" designs, the dresses are meant for everyday wear and include pockets. Angelic Pretty has several mascots featured in their print designs, their popular ones being Pony, Lyrical Bunny, Shyness Bear, and Little Mouse Julie.
From 2009 to August 2013, Angelic Pretty partnered with French retailer Boddywood to distribute their products in Paris, France. Following the end of their partnership, in 2016, Angelic Pretty opened a store in Paris.
On November 20, 2010, Angelic Pretty opened a store in San Francisco, California, in the United States, as a combination store with lolita fashion retailer Harajuku Hearts. On October 17, 2012, they opened a store in Shanghai, China. On January 18, 2020, a second store was opened in Chengdu, China.
Marketing
Risa Nakamura (left, pictured in 2017) is Angelic Pretty's current image model. Sumire Satō (right, pictured in 2013) was Angelic Pretty's previous image model.
Angelic Pretty holds tea party events every year in Tokyo that include fashion shows previewing their seasonal collections. Angelic Pretty also holds tea party events at overseas anime conventions and Japanese culture events, such as Anime Revolution and Japan Expo. In addition, Angelic Pretty has been featured in lolita fashion shows held by anime conventions, such as Sakura-Con, Northwest Fan Fest. The brand has also made appearances at various overseas Japanese fashion events including Yumemiru Musical Paradise and Fantaisies dans le Monde des Rêves.
Angelic Pretty produced the wardrobe for the main character of the 2011 television drama adaptation of Deka Wanko. They also produced the wardrobe for Fumi Nikaido's character in the 2013 film adapatation of Shijūkyū-nichi no Recipe[ja] and Sumire Satō's character in the 2016 film adaptation of the manga The Little Match Girl.
↑Ramen Revolution (December 27, 2008). Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan (Video). 1:23 minutes in. Archived from the original on October 10, 2023. Retrieved July 30, 2023. Yuji: They have a dream about little girls becoming fairytale princesses. [...] That's their concept of modern princesses.
↑Ramen Revolution (December 27, 2008). Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan (Video). 1:56 minutes in. Archived from the original on October 10, 2023. Retrieved July 30, 2023. Yuji: The main idea is to use the color pink. [...] It's all the same kind of pink color, but they're all different ways and they try to connect it with the season – of how the season's going and what the fashion trends are – and make it pretty.
12Winterberg, Jenna (June 17, 2008). "Angelic Pretty, Heart to Heart: Designers Maki and Asüka explain it all". Gothic & Lolita Bible. Vol.2 (Englished.). Los Angeles: Tokyopop. pp.67–69. ISBN9781427803481.{{cite magazine}}: CS1 maint: periodical has ISBN (link)
↑Ramen Revolution (December 27, 2008). Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan (Video). 0:52 minutes in. Archived from the original on October 10, 2023. Retrieved July 30, 2023. Yuji: So, about 7 years ago, they founded Angelic Pretty and that's where Asuka-san joined in, and 3 years later, so [sic] Maki-san joined in.
↑Fujii, Ryō (July 22, 2013). "ロリータアイテムに込められた想いは？イラストレーター今井キラさんインタビュー「女の子の性格や好みを想像して描いています」"[What are the emotions enveloped in lolita items? Interview with illustrator Kira Imai: "I am imagining and drawing the personalities of girls and what they like"]. GadgetNews (in Japanese). Archived from the original on January 4, 2024. Retrieved January 3, 2024.
↑"ミッフィーとパルコがコラボ！ 人気ブランドによるコラボアイテムが続々登場"[Collaboration with Miffy and Parco! Collaboration items from popular brands debut]. Crank In! (in Japanese). June 29, 2023. Archived from the original on July 30, 2023. Retrieved July 30, 2023.
↑"ジェニーファックス厚底スニーカー、大きなリボンのストラップ付き - アンジェリックプリティとコラボ"[Jenny Fax sneakers, with large bows on straps: collaboration with Angelic Pretty]. Fashion Press (in Japanese). November 17, 2022. Archived from the original on July 30, 2023. Retrieved July 30, 2023.
↑"Angelic Pretty Paris, c'est FINI!"[Angelic Pretty Paris, the end!]. Angelic Pretty (in French). August 15, 2013. Archived from the original on January 4, 2024. Retrieved January 3, 2024.
↑"ロリータ女子がパリで増加「アンジェリック プリティ」が5つ星ホテルでお茶会とショー開催"["Angelic Pretty" holds tea party and show at a 5-star hotel for growing number of lolita girls in Paris]. Fashion Snap (in Japanese). July 5, 2015. Archived from the original on July 30, 2023. Retrieved July 30, 2023.
12"「SKE48」佐藤すみれ、ロリータファッションに身を包み「燐寸少女」で映画単独初主演"[SKE48 member Sumire Satō, covered head-to-toe in lolita fashion, starring solo for the first time in film The Little Match Girl]. Eiga (in Japanese). January 28, 2016. Archived from the original on June 14, 2024. Retrieved June 14, 2024.
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