Angelic Pretty
Angelic Pretty is a Tokyo fashion label best known for sweet lolita clothing. It makes petticoat dresses, blouses, jewellery and accessories, and sells them through its own shops in Japan and overseas.
| Founded | 1979, as Pretty |
|---|---|
| Founder | Hiroko Honda |
| Based in | Harajuku, Tokyo, Japan |
| Style | Sweet lolita |
| Flagship | Laforet, Harajuku |
| Website | angelicpretty.com |
What is Angelic Pretty?
Angelic Pretty is a fashion brand based in Harajuku, Tokyo, associated with the sweet lolita style. Its range includes petticoat dresses, blouses, jewellery and other fashion accessories.
History
Hiroko Honda opened a shop called Pretty at the Laforet department store in Harajuku in 1979, selling lolita and gothic dresses from amateur designers. Around 2000 she began to create original apparel, launching the Angelic Pretty label. The designers Asuka and Maki joined the company in 2001 and 2003, and the shop was renamed Angelic Pretty in the early 2000s as new stores opened across Japan.
Distribution
The flagship is at Laforet in Harajuku, with further Japanese shops in cities including Shinjuku, Shibuya, Osaka, Nagoya, Sendai, Hiroshima, Yokohama and Fukuoka. Overseas stores opened in San Francisco in 2010, Shanghai in 2012, Paris in 2016 and Chengdu in 2020. The brand tested foreign markets at trade events from 2007 and launched English-language online sales.
Why it matters
Angelic Pretty is one of the best-known names in lolita fashion. It held its first fashion show in Canada in 2013 and staged the Angelic Pretty Museum exhibit at Laforet Museum Harajuku in 2018.
Frequently asked questions
Where is Angelic Pretty from?
Angelic Pretty is a Japanese brand based in Harajuku, Tokyo.
Who founded Angelic Pretty?
Hiroko Honda opened the original Pretty shop at Laforet in 1979 and later developed the Angelic Pretty label.