# Angelic Pretty

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**Angelic Pretty** (formerly **Pretty** from 1979–2001) is a Japanese apparel brand specializing in [lolita fashion](/source/Lolita_fashion). The brand was established as Pretty in 1979 by Hiroko Honda, with its flagship store opened at [Laforet](/source/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](/source/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](/source/Japan_Expo) in France and [Pacific Media Expo](/source/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](/source/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](/source/Creamy_Mami,_the_Magic_Angel)*,[15] *[Macross Frontier](/source/Macross_Frontier)*,[16] *[Final Fantasy](/source/Final_Fantasy)*,[17] and [Miffy](/source/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](/source/Laforet) in the [Harajuku](/source/Harajuku) neighborhood of [Tokyo](/source/Tokyo). Other locations in Japan include [Shinjuku](/source/Shinjuku) (Tokyo), [Shibuya](/source/Shibuya) (Tokyo), [Osaka](/source/Osaka), [Nagoya](/source/Nagoya), [Sendai](/source/Sendai), [Utsunomiya](/source/Utsunomiya), [Hiroshima](/source/Hiroshima), [Yokohama](/source/Yokohama), [Kanazawa](/source/Kanazawa,_Ishikawa), [Fukuoka](/source/Fukuoka), [Okayama](/source/Okayama), and [Sannomiya](/source/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](/source/Anime_convention) and Japanese culture events, such as [Anime Revolution](/source/Anime_Revolution)[26] and [Japan Expo](/source/Japan_Expo).[27] In addition, Angelic Pretty has been featured in lolita fashion shows held by anime conventions, such as [Sakura-Con](/source/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](/source/Risa_Nakamura).[12] Previously, [AKB48](/source/AKB48) and [SKE48](/source/SKE48) member [Sumire Satō](/source/Sumire_Sat%C5%8D) was Angelic Pretty's image model in 2012.[5][32][33] Other people who had modeled for Angelic Pretty included [Sayaka Kanda](/source/Sayaka_Kanda), [Denpagumi.inc](/source/Denpagumi.inc) member Risa Aizawa,[34] and [RinRin Doll](/source/RinRin_Doll).[35]

Angelic Pretty produced the wardrobe for the main character of the 2011 television drama adaptation of *[Deka Wanko](/source/Deka_Wanko)*.[36] They also produced the wardrobe for [Fumi Nikaido](/source/Fumi_Nikaido)'s character in the 2013 film adapatation of *[Shijūkyū-nichi no Recipe](/source/Shij%C5%ABky%C5%AB-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](/source/Gothic_%26_Lolita_Bible)*. Vol. 1. English ed. Los Angeles: [Tokyopop](/source/Tokyopop). 2008-02-12. p. 49. ISBN 9781427803474.

1. Bateman, Kirsten (2018-02-04). ["inside the emerging lolita scene in paris"](https://i-d.co/article/inside-the-emerging-lolita-scene-in-paris/). *[Vice](/source/Vice_(website))*. [Archived](https://web.archive.org/web/20230730220405/https://i-d.vice.com/en/article/gym5ej/inside-the-emerging-lolita-scene-in-paris) 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.

1. Ramen Revolution (2008-12-27). [*Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan*](https://www.youtube.com/watch?v=G4Ntf-BpwL4) (Video). pp. 1:23. [Archived](https://web.archive.org/web/20231010035110/https://www.youtube.com/watch?v=G4Ntf-BpwL4) 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.

1. Ramen Revolution (2008-12-27). [*Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan*](https://www.youtube.com/watch?v=G4Ntf-BpwL4) (Video). pp. 1:56. [Archived](https://web.archive.org/web/20231010035110/https://www.youtube.com/watch?v=G4Ntf-BpwL4) 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.

1. "Chronology of Angelic Pretty". *Angelic Pretty*. Angelic Pretty Museum ed. Tokyo: [Takarajimasha](/source/Takarajimasha). 2013-03-01. p. 43. ISBN 9784800205605.

1. ["Maki and Asuka of Angelic Pretty"](http://pacificmediaexpo.info/2009/index.php?option=com_content&task=view&id=91&Itemid=56). *[Pacific Media Expo](/source/Pacific_Media_Expo)*. 2009. Retrieved 2024-10-13.

1. Winterberg, Jenna (2008-06-17). "Angelic Pretty, Heart to Heart: Designers Maki and Asüka explain it all". *[Gothic & Lolita Bible](/source/Gothic_%26_Lolita_Bible)*. Vol. 2. English ed. Los Angeles: [Tokyopop](/source/Tokyopop). pp. 67–69. ISBN 9781427803481.

1. Ramen Revolution (2008-12-27). [*Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan*](https://www.youtube.com/watch?v=G4Ntf-BpwL4) (Video). pp. 0:52. [Archived](https://web.archive.org/web/20231010035110/https://www.youtube.com/watch?v=G4Ntf-BpwL4) 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.

1. 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」"](https://getnews.jp/archives/383871) [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](https://web.archive.org/web/20240104064301/https://getnews.jp/archives/383871) 2024-01-04 at the Wayback Machine. Retrieved 2024-01-03.

1. Nguyen, Michelle (2008-02-12). "Shopping Made Easy". *[Gothic & Lolita Bible](/source/Gothic_%26_Lolita_Bible)*. Vol. 1. English ed. Los Angeles: [Tokyopop](/source/Tokyopop). p. 60. ISBN 9781427803474.

1. Vallani, Sumbul (2013-08-14). ["All the Angelic Pretty clothes horses"](https://www.vancouverisawesome.com/courier-archive/general-archive/all-the-angelic-pretty-clothes-horses-2958949). *Vancouver is Awesome*. Retrieved 2026-02-20.

1. ["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♡"](https://kerastyle.jp/fashion/26424) (in Japanese). *[Kera](/source/Kera_(magazine))*. 2018-12-17. [Archived](https://web.archive.org/web/20240416235245/http://kerastyle.jp/fashion/26424) April 16, 2024 at the Wayback Machine. Retrieved 2024-10-02.

1. ["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♡"](https://kerastyle.jp/fashion/26480) (in Japanese). *[Kera](/source/Kera_(magazine))*. 2018-12-17. Retrieved 2024-10-02.

1. "Angelic Pretty characters". *Angelic Pretty*. 2014 Spring/Summer ed. Tokyo: [Takarajimasha](/source/Takarajimasha). 2014-04-13. pp. 36–41. ISBN 9784800223937.

1. ["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！"](https://getnews.jp/archives/297274) (in Japanese). *Gadget News*. 2013-03-08. [Archived](https://web.archive.org/web/20231010035112/https://getnews.jp/archives/297274) October 10, 2023 at the Wayback Machine. Retrieved 2023-07-30.

1. Yomimaid (2013-10-13). ["Pre-Orders Open For Sheryl's Nome's Dress Made By Angelic Pretty"](https://www.crunchyroll.com/news/latest/2013/10/13/pre-orders-open-for-sheryls-nomes-dress-made-by-angelic-pretty). *[Crunchyroll](/source/Crunchyroll)*. [Archived](https://web.archive.org/web/20230730204302/https://www.crunchyroll.com/news/latest/2013/10/13/pre-orders-open-for-sheryls-nomes-dress-made-by-angelic-pretty) 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.

1. Liu, Stephanie (2023-02-15). ["Final Fantasy 35th Anniversary Campaign at Parco Includes Brotherhood Pen"](https://www.siliconera.com/final-fantasy-35th-anniversary-campaign-at-parco-includes-brotherhood-pen/). *[Siliconera](/source/Siliconera)*. [Archived](https://web.archive.org/web/20230730204301/https://www.siliconera.com/final-fantasy-35th-anniversary-campaign-at-parco-includes-brotherhood-pen/) 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.

1. ["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"](https://www.crank-in.net/trend/events/129776/1) [Collaboration with Miffy and Parco! Collaboration items from popular brands debut] (in Japanese). *Crank In!*. 2023-06-29. [Archived](https://web.archive.org/web/20230730204302/https://www.crank-in.net/trend/events/129776/1) 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.

1. ["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"](https://www.fashion-press.net/news/96066) [Jenny Fax sneakers, with large bows on straps: collaboration with Angelic Pretty] (in Japanese). *Fashion Press*. 2022-11-17. [Archived](https://web.archive.org/web/20230730213348/https://www.fashion-press.net/news/96066) 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.

1. ["Angelic Pretty Official Web Site"](http://www.angelicpretty.com/en/shoplist/index.html). Angelicpretty.com. [Archived](https://web.archive.org/web/20100531151629/http://www.angelicpretty.com/en/shoplist/index.html) 31 May 2010 at the Wayback Machine. Retrieved 2010-05-17.

1. ["Et c'est parti pour le blog du corner Angelic Pretty à Paris !"](http://angelicprettyparis.blogspot.com/2009/05/et-cest-parti-pour-le-blog-du-corner.html) [And this is the part for the blog of Angelic Pretty Paris Corner!] (in French). *Angelic Pretty*. 2009-04-26. [Archived](https://web.archive.org/web/20240104070005/http://angelicprettyparis.blogspot.com/2009/05/et-cest-parti-pour-le-blog-du-corner.html) January 4, 2024 at the Wayback Machine. Retrieved 2024-01-03.

1. ["Angelic Pretty Paris, c'est FINI !"](http://angelicprettyparis.blogspot.com/2013/08/angelic-pretty-paris-cest-fini.html) [Angelic Pretty Paris, the end!] (in French). *Angelic Pretty*. 2013-08-15. [Archived](https://web.archive.org/web/20240104070443/http://angelicprettyparis.blogspot.com/2013/08/angelic-pretty-paris-cest-fini.html) January 4, 2024 at the Wayback Machine. Retrieved 2024-01-03.

1. ["Angelic Pretty San Francisco Store Grand Opening Date Announcement!!"](http://www.angelicpretty-usa.com/announcements/opening.html). Angelic Pretty USA. [Archived](https://web.archive.org/web/20160304031348/http://www.angelicpretty-usa.com/announcements/opening.html) 2016-03-04 at the Wayback Machine. Retrieved 2017-03-24.

1. ["Angelic Pretty 上海店 10/17 Sat. open!"](https://web.archive.org/web/20130610052343/http://www.angelicpretty.com/shoplist/shop/shanghai.htm) (in Japanese). *Angelic Pretty*. 2012-10-17. Archived from [the original](http://www.angelicpretty.com/shoplist/shop/shanghai.htm) on 2013-06-10. Retrieved 2024-01-03.

1. ["2020年1月18日(土) Grand Open!!"](https://web.archive.org/web/20200722000225/http://www.angelicpretty.com/shoplist/shop/chengdu.htm) (in Japanese). *Angelic Pretty*. 2020-01-17. Archived from [the original](http://www.angelicpretty.com/shoplist/shop/chengdu.htm) on 2020-07-22. Retrieved 2024-01-03.

1. ["Exclusive Angelic Pretty Tea Party in Vancouver (with video)"](https://vancouversun.com/news/staff-blogs/angelic-pretty). *[Vancouver Sun](/source/Vancouver_Sun)*. 2015-08-20. [Archived](https://web.archive.org/web/20171120233737/http://vancouversun.com/news/staff-blogs/angelic-pretty) 2017-11-20 at the Wayback Machine. Retrieved 2023-07-30.

1. ["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"](https://www.fashionsnap.com/article/2015-07-05/angelic-pretty-parisshow/) ["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](https://web.archive.org/web/20230730212614/https://www.fashionsnap.com/article/2015-07-05/angelic-pretty-parisshow/) 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.

1. Dong, Bamboo & Lamb, Lynzee (2014-04-22). ["Sakura-Con 2014"](https://www.animenewsnetwork.com/convention/2014/sakura-con/). *[Anime News Network](/source/Anime_News_Network)*. [Archived](https://web.archive.org/web/20230730210035/https://www.animenewsnetwork.com/convention/2014/sakura-con/) 2023-07-30 at the Wayback Machine. Retrieved 2023-07-30.

1. ["Highlights from Lolita Fashion Show at Northwest Fan fest 2015 (with video)"](https://vancouversun.com/news/staff-blogs/lolita). *[Vancouver Sun](/source/Vancouver_Sun)*. 2015-06-01. [Archived](https://web.archive.org/web/20240513062250/https://vancouversun.com/news/staff-blogs/lolita) 2024-05-13 at the Wayback Machine. Retrieved 2023-07-30.

1. ["Yumemiru Musical Paradise Event Welcomes Iconic Designers Angelic Pretty and Gothic Folk Duo Kokusyoku Sumire"](http://www.animenewsnetwork.com/press-release/2008-10-15/yumemiru-musical-paradise-event-welcomes-iconic-designers-angelic-pretty-and-gothic-folk-duo-kokusyoku-sumire). Anime News Network. 2010-05-13. [Archived](https://web.archive.org/web/20110606070125/http://www.animenewsnetwork.com/press-release/2008-10-15/yumemiru-musical-paradise-event-welcomes-iconic-designers-angelic-pretty-and-gothic-folk-duo-kokusyoku-sumire) 2011-06-06 at the Wayback Machine. Retrieved 2010-05-17.

1. ["Fantaisies dans le Monde des Rêves CM"](https://web.archive.org/web/20100505011920/http://www.cosplayoneesan.org/node/136). Cosplay Oneesan. 2010-04-27. Archived from [the original](http://www.cosplayoneesan.org/node/136) on 5 May 2010. Retrieved 2010-05-17.

1. 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♥"](https://web.archive.org/web/20160730215719/https://twitter.com/sumire_princess/status/169415783712165890) [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.

1. ["「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"](https://eiga.com/news/20160128/3/) [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](https://web.archive.org/web/20240614102057/https://eiga.com/news/20160128/3/) June 14, 2024 at the Wayback Machine. Retrieved 2024-06-14.

1. "We Love Angelic Pretty!". *Angelic Pretty*. Angelic Pretty Museum ed. Tokyo: [Takarajimasha](/source/Takarajimasha). 2013-03-01. p. 34-35. ISBN 9784800205605.

1. Macias, Patrick (March 13, 2013). ["FEATURE: The RinRin Doll Interview!"](https://www.crunchyroll.com/news/features/2013/3/3/feature-the-rinrin-doll-interview). *[Crunchyroll](/source/Crunchyroll)*. [Archived](https://web.archive.org/web/20230916210552/https://www.crunchyroll.com/news/features/2013/3/3/feature-the-rinrin-doll-interview) September 16, 2023 at the Wayback Machine. Retrieved September 10, 2023.

1. Maki & Asuka (2011-01-15). ["デカワンコ★★"](https://ameblo.jp/ap-makiasuka/entry-10769365118.html) [Deka Wanko] (in Japanese). *Angelic Pretty Designers Maki & Asuka's Blog*. Retrieved 2024-12-14. – via [Ameba Blogs](/source/Ameba_(website))

## External links

- [Official website](http://www.angelicpretty.com)
- [Angelic Pretty USA official site](http://www.angelicpretty-usa.com) Angelic Pretty USA

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Adapted from the Wikipedia article [Angelic Pretty](https://en.wikipedia.org/wiki/Angelic_Pretty) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Angelic_Pretty?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.