Angelic Pretty

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.

Angelic Pretty
FormerlyPretty (1979–2001)
IndustryRetail
Founded1979 in Harajuku, Tokyo, Japan
FounderHiroko Honda
Headquarters
Harajuku, Tokyo
,
Japan
Areas served
  • Japan
  • United States
  • France
  • China
Key people
  • Maki (designer)
  • Asuka (designer)
ProductsApparel
Websiteangelicpretty.com

Brand concept

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

History

In 1979, Hiroko Honda opened Pretty at Laforet in Harajuku, Tokyo, selling lolita and gothic style dresses from amateur designers.[1] Honda curated her selection based on cuteness.[1] She stated that, at the time, Pretty was one of the only retailers in Tokyo that sold lolita clothing.[1] Around 2000, Honda decided to focus on creating original apparel based on her aesthetics after customer feedback.[1] The store's brand and image received a rehaul and was then rebranded into Angelic Pretty. Afterwards, Asuka joined as a designer, and Maki joined shortly after in 2004.[1][4]

Products

Angelic Pretty sells petticoat dresses, blouses, jewelry, and other fashion accessories.[1] The dresses are described as having bows, ruffles, prints, and waist ties, while most blouses have pastel lace and removable collars.[1] The original print fabric and lace are produced in Japan.[1] The prints use "delicate motifs" and "subtle colors."[1] The dresses are produced in one size, but they are designed to fit a variety of body shapes.[1] In addition, despite the "outlandish" and "formal" designs, the dresses are meant for everyday wear and include pockets.[1]

Angelic Pretty has created collaboration dresses with Creamy Mami, the Magic Angel,[5] Macross Frontier,[6] Final Fantasy,[7] and Miffy.[8] They have also collaborated with other fashion brands such as Jenny Fax.[9]

Stores

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), Shibuya (Tokyo), Osaka, Nagoya, Sendai, Utsunomiya, Hiroshima, Yokohama, Kanazawa, Fukuoka, Okayama, and Sannomiya. Establishments outside Japan include two stores in Shanghai and Chengdu, China.[10]

The San Francisco store was opened on November 20, 2010,[11] as a "combination store" with brand Harajuku Hearts.[12]

In 2016, Angelic Pretty opened a store in Paris.[1]

Marketing

Angelic Pretty holds tea party events every year in Tokyo that include fashion shows previewing their seasonal collections.[1] Angelic Pretty also holds tea party events at overseas anime conventions and Japanese culture events, such as Anime Revolution[13] and Japan Expo.[14] In addition, Angelic Pretty has been featured in lolita fashion shows held by anime conventions, such as Sakura-Con,[15] Northwest Fan Fest.[16] The brand has also made appearances at various overseas Japanese fashion events including Yumemiru Musical Paradise[17] and Fantaisies dans le Monde des Rêves.[18]

References
  1. Bateman, Kirsten (2018-02-04). "inside the emerging lolita scene in paris". Vice. Retrieved 2023-07-30.
  2. Ramen Revolution (2008-12-27). Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan (Video). 1:23 minutes in. Retrieved 2023-07-30. Yuji: They have a dream about little girls becoming fairytale princesses. [...] That's their concept of modern princesses.
  3. Ramen Revolution (2008-12-27). Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan (Video). 1:56 minutes in. 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.
  4. Ramen Revolution (2008-12-27). Angelic Pretty Designers Maki and Asuka at Cosplay Oneesan (Video). 0:52 minutes in. 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.
  5. "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！". Gadget News (in Japanese). 2013-03-08. Retrieved 2023-07-30.
  6. Yomimaid (2013-10-13). "Pre-Orders Open For Sheryl's Nome's Dress Made By Angelic Pretty". Crunchyroll. Retrieved 2023-07-30.
  7. Liu, Stephanie (2023-02-15). "Final Fantasy 35th Anniversary Campaign at Parco Includes Brotherhood Pen". Siliconera. Retrieved 2023-07-30.
  8. "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). 2023-06-29. Retrieved 2023-07-30.
  9. "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). 2022-11-17. Retrieved 2023-07-30.
  10. "Angelic Pretty Official Web Site". Angelicpretty.com. Archived from the original on 31 May 2010. Retrieved 2010-05-17.
  11. "Angelic Pretty USA Official Website". angelicpretty-usa.com. Retrieved 2017-03-24.
  12. "Harajuku Hearts". harajukuhearts.com. Retrieved 2017-03-24.
  13. "Exclusive Angelic Pretty Tea Party in Vancouver (with video)". Vancouver Sun. 2015-08-20. Retrieved 2023-07-30.
  14. "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). 2015-07-05. Retrieved 2023-07-30.
  15. Dong, Bamboo; Lamb, Lynzee (2014-04-22). "Sakura-Con 2014". Anime News Network. Retrieved 2023-07-30.
  16. "Highlights from Lolita Fashion Show at Northwest Fan fest 2015 (with video)". Vancouver Sun. 2015-06-01. Retrieved 2023-07-30.
  17. "Yumemiru Musical Paradise Event Welcomes Iconic Designers Angelic Pretty and Gothic Folk Duo Kokusyoku Sumire". Anime News Network. 2010-05-13. Retrieved 2010-05-17.
  18. "Fantaisies dans le Monde des Rêves CM". Cosplay Oneesan. 2010-04-27. Archived from the original on 5 May 2010. Retrieved 2010-05-17.
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