Angelic Pretty
IndustryApparel
Former namesPretty (1979–2001)
Founded1979 in Harajuku, Tokyo, Japan
FounderHiroko Honda
Hq location cityHarajuku, Tokyo
Hq location countryJapan
Areas served
  • Japan
  • United States
  • France
  • China
Key people
  • Maki (designer)
  • Asuka (designer)
ProductsApparel
Websiteangelicpretty.com

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

Angelic Pretty is a "sweet lolita" fashion brand with focus on the "cute" and "child-like."[1] Angelic Pretty's concept is centered on fantasy and described as "princesses in picture books that were dreamed of as a child".[2][3] The store and clothing all use the color pink, with different shades and arrangements corresponding to the season and fashion trends.[4]

History

In 1979, Hiroko Honda opened Pretty at Laforet in Harajuku, Tokyo, selling lolita and gothic style dresses from amateur designers.[2] Honda curated her selection based on cuteness.[2] She stated that, at the time, Pretty was one of the only retailers in Tokyo that sold lolita clothing.[2] 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.[2][5] 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.[5] Afterwards, Asuka joined as a designer in 2001, initially to design cutsews, knit clothing, bags, and accessories.[6][7] Maki joined shortly after in 2003 while she was in vocational school, initially as an illustrator.[2][6][7][8] Both Asuka and Maki later became full-time designers at Angelic Pretty.[6] 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.[9]

In 2004, Angelic Pretty launched their next stores in Osaka and Utsunomiya.[5] This was followed by a store opening in Sendai in 2005, as well as Hiroshima and Yokohama in 2006.[5] In 2007, Angelic Pretty decided to test the overseas market by appearing at Japan Expo in France and Pacific Media Expo.[5] By February 2008, Angelic Pretty had an English version of their website and allowed people outside of Japan to purchase their clothing.[10] On August 16, 2013, Angelic Pretty held their first fashion show in Canada as part of Anime Revolution.[11]

From October 26 to October 27, 2018, Angelic Pretty held a two-day exhibit titled "Angelic Pretty Museum" at Laforet Museum Harajuku.[12][13]

Products

Angelic Pretty sells petticoat dresses, blouses, jewelry, and other fashion accessories.[2] The dresses are described as having bows, ruffles, prints, and waist ties, while most blouses have pastel lace and removable collars.[2] The original print fabric and lace are produced in Japan.[2] The prints use "delicate motifs" and "subtle colors."[2] The dresses are produced in one size, but they are designed to fit a variety of body shapes.[2] In addition, despite the "outlandish" and "formal" designs, the dresses are meant for everyday wear and include pockets.[2] Angelic Pretty has several mascots featured in their print designs, their popular ones being Pony, Lyrical Bunny, Shyness Bear, and Little Mouse Julie.[14]

Angelic Pretty has created collaboration dresses with Creamy Mami, the Magic Angel,[15] Macross Frontier,[16] Final Fantasy,[17] and Miffy.[18] They have also collaborated with other fashion brands such as Jenny Fax.[19]

Stores

Angelic Pretty's flagship store is located in the department store Laforet in the Harajuku neighborhood of Tokyo. Other locations in Japan include Shinjuku (Tokyo), Shibuya (Tokyo), Osaka, Nagoya, Sendai, Utsunomiya, Hiroshima, Yokohama, Kanazawa, Fukuoka, Okayama, and Sannomiya.[20]

Overseas locations

From 2009 to August 2013, Angelic Pretty partnered with French retailer Boddywood to distribute their products in Paris, France.[21][22] Following the end of their partnership, in 2016, Angelic Pretty opened a store in Paris.[2]

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.[2][23] On October 17, 2012, they opened a store in Shanghai, China.[24] On January 18, 2020, a second store was opened in Chengdu, China.[25]

Marketing

Angelic Pretty holds tea party events every year in Tokyo that include fashion shows previewing their seasonal collections.[2] Angelic Pretty also holds tea party events at overseas anime conventions and Japanese culture events, such as Anime Revolution[26] and Japan Expo.[27] In addition, Angelic Pretty has been featured in lolita fashion shows held by anime conventions, such as Sakura-Con,[28] Northwest Fan Fest.[29] The brand has also made appearances at various overseas Japanese fashion events including Yumemiru Musical Paradise[30] and Fantaisies dans le Monde des Rêves.[31]

Angelic Pretty's current image model is Risa Nakamura.[12] Previously, AKB48 and SKE48 member Sumire Satō was Angelic Pretty's image model in 2012.[5][32][33] Other people who had modeled for Angelic Pretty included Sayaka Kanda, Denpagumi.inc member Risa Aizawa,[34] and RinRin Doll.[35]

Angelic Pretty produced the wardrobe for the main character of the 2011 television drama adaptation of Deka Wanko.[36] They also produced the wardrobe for Fumi Nikaido's character in the 2013 film adapatation of Shijūkyū-nichi no Recipe[34] and Sumire Satō's character in the 2016 film adaptation of the manga The Little Match Girl.[33]

References

  1. ^ "Angelic Pretty". Gothic & Lolita Bible. Vol. 1. English ed. Los Angeles: Tokyopop. 2008-02-12. p. 49. ISBN 9781427803474.
  2. ^ Bateman, Kirsten (2018-02-04). "inside the emerging lolita scene in paris". Vice. Archived 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.
  3. ^ Ramen Revolution (2008-12-27). Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan (Video). pp. 1:23. Archived 2023-10-10 at the Wayback Machine. Retrieved 2023-07-30. Yuji: They have a dream about little girls becoming fairytale princesses. [...] That's their concept of modern princesses.
  4. ^ Ramen Revolution (2008-12-27). Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan (Video). pp. 1:56. Archived 2023-10-10 at the Wayback Machine. Retrieved 2023-07-30. 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.
  5. ^ "Chronology of Angelic Pretty". Angelic Pretty. Angelic Pretty Museum ed. Tokyo: Takarajimasha. 2013-03-01. p. 43. ISBN 9784800205605.
  6. ^ "Maki and Asuka of Angelic Pretty". Pacific Media Expo. 2009. Retrieved 2024-10-13.
  7. ^ Winterberg, Jenna (2008-06-17). "Angelic Pretty, Heart to Heart: Designers Maki and Asüka explain it all". Gothic & Lolita Bible. Vol. 2. English ed. Los Angeles: Tokyopop. pp. 67–69. ISBN 9781427803481.
  8. ^ Ramen Revolution (2008-12-27). Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan (Video). pp. 0:52. Archived 2023-10-10 at the Wayback Machine. Retrieved 2023-07-30. 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.
  9. ^ Fujii, Ryō (2013-07-22). "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"] (in Japanese). GadgetNews. Archived 2024-01-04 at the Wayback Machine. Retrieved 2024-01-03.
  10. ^ Nguyen, Michelle (2008-02-12). "Shopping Made Easy". Gothic & Lolita Bible. Vol. 1. English ed. Los Angeles: Tokyopop. p. 60. ISBN 9781427803474.
  11. ^ Vallani, Sumbul (2013-08-14). "All the Angelic Pretty clothes horses". Vancouver is Awesome. Retrieved 2026-02-20.
  12. ^ "10月26日（金）～27日（土）開催「Angelic Pretty MUSEUM」でブランドが贈ったスペシャルな展覧会をレポート♡" (in Japanese). Kera. 2018-12-17. Archived April 16, 2024 at the Wayback Machine. Retrieved 2024-10-02.
  13. ^ "10月27日（土）開催「Angelic Pretty MUSEUMスペシャルファッションショー」をレポート♡" (in Japanese). Kera. 2018-12-17. Retrieved 2024-10-02.
  14. ^ "Angelic Pretty characters". Angelic Pretty. 2014 Spring/Summer ed. Tokyo: Takarajimasha. 2014-04-13. pp. 36–41. ISBN 9784800223937.
  15. ^ "クリィミーマミ 30周年で森沢優のクレープショップが新宿に！さらにマミオリジナルマカロンも！" (in Japanese). Gadget News. 2013-03-08. Archived October 10, 2023 at the Wayback Machine. Retrieved 2023-07-30.
  16. ^ Yomimaid (2013-10-13). "Pre-Orders Open For Sheryl's Nome's Dress Made By Angelic Pretty". Crunchyroll. Archived 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.
  17. ^ Liu, Stephanie (2023-02-15). "Final Fantasy 35th Anniversary Campaign at Parco Includes Brotherhood Pen". Siliconera. Archived 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.
  18. ^ "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] (in Japanese). Crank In!. 2023-06-29. Archived 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.
  19. ^ "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] (in Japanese). Fashion Press. 2022-11-17. Archived 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.
  20. ^ "Angelic Pretty Official Web Site". Angelicpretty.com. Archived 31 May 2010 at the Wayback Machine. Retrieved 2010-05-17.
  21. ^ "Et c'est parti pour le blog du corner Angelic Pretty à Paris !" [And this is the part for the blog of Angelic Pretty Paris Corner!] (in French). Angelic Pretty. 2009-04-26. Archived January 4, 2024 at the Wayback Machine. Retrieved 2024-01-03.
  22. ^ "Angelic Pretty Paris, c'est FINI !" [Angelic Pretty Paris, the end!] (in French). Angelic Pretty. 2013-08-15. Archived January 4, 2024 at the Wayback Machine. Retrieved 2024-01-03.
  23. ^ "Angelic Pretty San Francisco Store Grand Opening Date Announcement!!". Angelic Pretty USA. Archived 2016-03-04 at the Wayback Machine. Retrieved 2017-03-24.
  24. ^ "Angelic Pretty 上海店 10/17 Sat. open!" (in Japanese). Angelic Pretty. 2012-10-17. Archived from the original on 2013-06-10. Retrieved 2024-01-03.
  25. ^ "2020年1月18日(土) Grand Open!!" (in Japanese). Angelic Pretty. 2020-01-17. Archived from the original on 2020-07-22. Retrieved 2024-01-03.
  26. ^ "Exclusive Angelic Pretty Tea Party in Vancouver (with video)". Vancouver Sun. 2015-08-20. Archived 2017-11-20 at the Wayback Machine. Retrieved 2023-07-30.
  27. ^ "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] (in Japanese). Fashion Snap. 2015-07-05. Archived 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.
  28. ^ Dong, Bamboo & Lamb, Lynzee (2014-04-22). "Sakura-Con 2014". Anime News Network. Archived 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.
  29. ^ "Highlights from Lolita Fashion Show at Northwest Fan fest 2015 (with video)". Vancouver Sun. 2015-06-01. Archived 2024-05-13 at the Wayback Machine. Retrieved 2023-07-30.
  30. ^ "Yumemiru Musical Paradise Event Welcomes Iconic Designers Angelic Pretty and Gothic Folk Duo Kokusyoku Sumire". Anime News Network. 2010-05-13. Archived 2011-06-06 at the Wayback Machine. Retrieved 2010-05-17.
  31. ^ "Fantaisies dans le Monde des Rêves CM". Cosplay Oneesan. 2010-04-27. Archived from the original on 5 May 2010. Retrieved 2010-05-17.
  32. ^ Satō, Sumire (2012-02-14). "大発表！！！！！ ロリータブランドAngelicPrettyさんの春夏イメージモデルに決まりました\(//∇//)\ 今日は初めてのカタログ撮影♥ めっっっちゃ幸せな時間だったよー♥" [Big announcement!!!!! I've become the spring/summer image model for the lolita brand Angelic Pretty! I just had my first catalog photoshoot today! I had such a great time!] (in Japanese). No. 169415783712165890. Archived from the original on 2016-07-30. Retrieved 2026-05-18.
  33. ^ "「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] (in Japanese). Eiga. 2016-01-28. Archived June 14, 2024 at the Wayback Machine. Retrieved 2024-06-14.
  34. ^ "We Love Angelic Pretty!". Angelic Pretty. Angelic Pretty Museum ed. Tokyo: Takarajimasha. 2013-03-01. p. 34-35. ISBN 9784800205605.
  35. ^ Macias, Patrick (March 13, 2013). "FEATURE: The RinRin Doll Interview!". Crunchyroll. Archived September 16, 2023 at the Wayback Machine. Retrieved September 10, 2023.
  36. ^ Maki & Asuka (2011-01-15). "デカワンコ★★" [Deka Wanko] (in Japanese). Angelic Pretty Designers Maki & Asuka's Blog. Retrieved 2024-12-14. – via Ameba Blogs