12 Best Lolita Brands In Japan You Should Know

Top 12 Best Lolita Brands In Japan You Should Know

“What are the finest Lolita brands in Japan?” many of you may be asking. As a result, Janbox has compiled a list of the most well-known brands that offer Lolita products in this article. It’s difficult to shop when you don’t know which brands are good and appropriate for you. We are confident that you will find the answer in this guide.

1. What is Lolita Japanese fashion?

Lolita is a lovely fashion trend that may be spotted on Japan’s famous streets. Lolita fashion in Japanese is a subculture influenced heavily by Victorian clothes and designs from the Rococo era. Frills, laces, and patterned fabrics adorned with even more ruffles are worn by women of all ages.

The aesthetic of sweetness is a particularly characteristic feature of Lolita fashion. There are three primary substyles in this clothing subculture: gothic, classic, and sweet. In the 1990s and 2000s, this style became a popular subculture in Japan and other countries, although it may have peaked in the 2010s as fashion grew more mainstream.

2. Top 12 best Lolita brands in Japan

You want to shop from Japanese lolita brands, but actually don’t know which brands to buy from? Let’s take a look at 12 possible options for you that sell lolita products!


Best Lolita Brands In Japan
The most well-known lolita brand – Baby, The Stars Shine Bright

Available products at: https://www.babyssb.co.jp/

The most well-known lolita brand is Baby, The Stars Shine Bright, often known as Baby or BTSSB. It launched its first international retail location in Paris, France, in 2007. It’s known for providing all of the Lolita costumes in Kamikaze Girls, and it’s regarded as a fundamental brand of the style that has firmly cemented the image of Lolita fashion. Akinori Isobe and his wife, Fumiyo, created it. Baby is recognized for its Sweet Lolita, also known as “ama-loli” in Japanese, which has bright hues and childish themes.

Their gowns are really lovely, with pastel hues, bow ties, frills, and lace. The prices are exorbitant, ranging from 2500 yen to 50000 yen. Harajuku, Shinjuku, Yokohama, Gunma, Nagano, Iwate, Tochigi, and other areas have stores. Paris and San Francisco both have international shops.

BTSSB offers an online store where you can purchase a variety of Lolita costumes, including jacket jackets, jumper skirts, purses, blouses, one-piece dresses, jeans, and more. The price of each item varies depending on the design, however, it typically ranges from 4,000 to 45,000 yen.

They also sell headdresses, shoes, socks, and other accessories in addition to dresses. It has several sub-brands, including “Alice and the Pirates,” which debuted in 2004, and “Hello Kitty and Charmmy Kitty,” which features the popular Hello Kitty. They also used to support “Pour Lolita,” which was later dropped after the arrest of Novala Takemoto, a Japanese fashion designer who created the line’s clothing.

>> See more: Top 15 Best Japanese Streetwear Brands

2.2. Angelic Pretty

Best Lolita Brands In Japan
Angelic Pretty was one of the first Lolita apparel businesses

Angelic Pretty official website link: http://www.angelicpretty.com/

Angelic Pretty is a Japanese company that specializes in Sweet Lolita apparel. Along with BTSSB, it is considered one of the style’s key labels. The prices are so expensive, ranging from 2000 yen to 30000 yen. Tokyo, Osaka, Tochigi, and other cities have stores.

Angelic Pretty was one of the first Lolita apparel businesses, and it continues to be one of the most important contributors today. Since its inception in 1979, the company has been at the forefront of Lolita fashion trends.

Angelic Pretty is characterized by pastel hues, frills, and lace. Look no further if you’re seeking dresses and accessories straight out of a fairy tale. Angelic Pretty began as a little boutique that sold a cutesy apparel line named “Pretty.” To focus on creating their clothes, they changed their name to Angelic Pretty in 2001. They sell nearly every piece of apparel, from gowns to bloomers, just like Baby The Stars Shine Bright.

Angelic Pretty is one of the few Lolita labels with a store in the United States, as well as an online business that ships internationally. This brand created its official English language site in 2008 in response to the surge of international consumers.

The sizes of this Japanese Lolita clothing are slightly looser than BTSSB, but also slightly higher. Their clothes give the appearance of having a lot of colorful materials, eye-catching patterns, and intricate lace. The clothing may seem a little heavier than other Lolita companies due to the great number of details. They sell not just dresses, blouses, skirts, and accessories, but also casual clothing like cutsews, cardigans, and hoodies.

2.3. Jane Marple

Best Lolita Brands In Japan
Jane Marple – An expert in Otome

Here is the official website: https://www.janemarple-stmm.co.jp/.

If you want to wear lolita out and about but want to seem a little more casual, Jane Marple is a great option. Jane Marple is less concerned with accessories and more concerned with the narrative behind their outfit. All of their clothes have a backstory and are believed to be more like works of art than typical feminine gowns.

Jane Marple is an expert in Otome, a Japanese fashion style that shares some similarities with lolita fashion. More than an idea, their goods tell a narrative. They can be considered works of art, and their goods have a noble air about them. Harajuku, Shinjuku, Nagoya, and other areas have stores. The prices are exorbitant, ranging from 4000 yen to 50000 yen.

2.4. ALICE and the PIRATES

Best Lolita Brands In Japan
ALICE and the PIRATES – A Baby, the Stars Shine Bright collection

Official website: https://shop.baby-aatp.com/collections/alice-and-the-pirates

ALICE and the PIRATES is a Baby, the Stars Shine Bright collection that debuted in 2004. It has a punk concept with pirates and aristocrats as influences. It belongs to the lolita fashion spectrum and promoted the Pirate Lolita sub-style, albeit focusing on darker hues. The gothic lolita Alice and the Pirates is darker than the BABY brand. The prices are exorbitant, ranging from 2000 yen to 40000 yen. Harajuku, Shinjuku, Yokohama, and other areas have stores. A store dedicated to Alice and the Pirates opened on the lower level of Laforet in Harajuku in August 2006.

Pirate Lolita is known for her pirate-themed coordinates, which include eye patches, swords, tricorns, and treasure chests. Unfortunately, because this design might resemble a fancy dress costume, it is usually only worn at events and other special occasions.

The entire look differs significantly from that of BTSSB and is defined by clothing in the Pirate, Classic, and Military styles. There are also a lot of manly designs, and it’s a good brand that makes men’s sizes. There are numerous series with a unique subject that stands out as a distinct style from the rest of the series.

>>> Read more: What should you know about the Himekaji fashion?

2.5. Innocent World

Best Lolita Brands In Japan
Classic Lolita – Innocent World

Visit Innocent World site: https://innocent-w.jp/index.html

If you want classic Lolita, Innocent World is the brand to go with. Classic Lolita is a more mature style that focuses on the Regency (a period of elegance and fine arts achievements) and Victorian eras (a period when dress styles were valued as expressions of women’s social status). It features a softer color palette than the Sweet Lolita. The majority of their outfits are fashioned in the Lolita style, which combines ancient aesthetics and designs with those of 18th-century French aristocracy and dignitaries.

The objective of Innocent World is to retain a childish innocence via the use of warm colors and a variety of materials ranging from light to heavy. It has a somewhat sweeter style than other Classic Lolita products. Despite sharing the same size label, their releases vary a lot in terms of measurements, and they frequently have a waist tie for modifications.

Blouses come in a wide range of styles that may be mixed and matched with any main piece. There’s also a brand called “Innocent World White” that focuses on more toned-down clothing for everyday use and is also less expensive than the mainline. They’ve lately released some print series with similar adorable themes. There are also a lot of manly designs, and it’s a good brand that makes men’s sizes.

They are a global company with an online shop that is available in five languages (Japanese, English, French, Chinese, and Korean) and offers international delivery. If you want to go to a real store in Japan, you may locate them in Harajuku, Shinjuku, Nagoya, and Osaka (main branch).

2.6. Emily Temple Cute

Best Lolita Brands In Japan
Emily Temple Cute – A budget-friendly for lolita collection

For lovely girls with a website of Emily Temple Cute: http://emilytemplecute-shop.com/

Emily Temple Cute is another Otome-Kei fashion label, but it is a far more affordable option than some of the more well-known lolita labels. Emily Temple Cute is a budget-friendly addition to your lolita wardrobe, particularly if you’re seeking something more casual to wear to work or school while still appearing cute.

2.7. Axes Femme

Best Lolita Brands In Japan
Axes Femme store

Website to Access: https://shop.axesfemme.com/femme/brandtop/femme/

Axes Femme is comparable to Emily Temple Cute in that it sells cheap lolita clothes. This is a brand to check out if you appreciate vintage lolita designs like Victorian Maiden or Innocent World. There are many dresses, jackets, shirts, shoes, and accessories to choose from.

2.8. Mary Magdalene

Best Lolita Brands In Japan
Mary Magdalene – Specializes in Classic Lolita apparel

Mary Magdalene is a lolita company based in Japan that specializes in Classic Lolita apparel. The brand was out of business for almost a year in late 2019 but has promised a comeback in September 2020. One of the three or four major traditional brands is Mary Magdalene. Mary Magdalene is recognized for its ancient and traditional Lolita clothing, which blends dignity and tenderness, making it a favorite among senior and junior Lolita fashionistas.

Its clothing is recognized for its durability, and its winter jackets, in particular, are well-known for keeping people warm on even the coldest days. Unlike other businesses, they rarely employ prints and instead stick to releasing the same designs with slight changes.

Because they don’t have any physical locations, orders may only be placed through their website: http://www.marymagdalene.jp/

>>> Read more: Japanese clothing size conversion table|Buy clothes from Japan

2.9. Victorian Maiden

Best Lolita Brands In Japan
Victorian Maiden – Specializes in the Lolita aesthetic

Official link here: http://www.victorianmaiden.com/main.html

Victorian Maiden is a Japanese apparel business that specializes in the Lolita aesthetic. It is a Japanese women’s apparel company that was established in 1999. Their concept takes a more modern approach to the elegance of the traditional Victorian style, where ladies were distinguished not only by their beauty but also by their brains.

Their styles are refined, generous, noble, and enigmatic. It lacks the colors and patterns found in other iconic lolita labels, yet it exudes an aura of the aristocracy. If this appeals to you, you may visit one of their local businesses in Tulsa. You may visit their local stores in Tokyo, Osaka, Hokkaido, Miyagi, Hyogo, Fukuoka, Kanagawa, Shizuoka, and Aichi. They even have a Tokyo Rebel shop in New York where you can buy some of their items.


Best Lolita Brands In Japan
Gothic lolita brands – ATELIER-PIERROT

One of the most well-known gothic lolita brands is ATELIER-PIERROT. Corsets are frequently worn, as they were by Mary Magdalene, and the designs have an aristocratic feel to them. Harajuku, Nagoya, Osaka, and other areas have stores. The prices are exorbitant, ranging from 3000 yen to 30000 yen.

We also buy online through: https://shop.axesfemme.com/femme/brandtop/femme/

2.11. Metamorphose Temps De Fille

Access now to buy great items: https://metamorphose.gr.jp/ja

Metamorphose Temps de Fille is a Japanese label that specializes in classic Lolita apparel as well as unique Lolita designs. Metamorphose is a Japanese fashion company that was founded in 1993 and has now grown to include prominent stores in Harajuku and Shinjuku. The brand is famous among Japanese females in Tokyo’s Harajuku district. Osaka, Shinjuku, Nagoya, and other cities have stores. The prices are ranging from 2000 yen to 40000 yen.

Metamorphose Temps de Fille is based on the idea that everyone can turn into someone adorable, graceful, or beautiful. They make a variety of styles, including Wa, Qi, and even Steam Lolita, which are less prevalent. There are also a variety of exotic materials and patterns, such as velvet and Gobelin. This brand is one of the best Lolita brands choices if you’re seeking Russel lace socks, depending on the time of year.

2.12. H.NAOTO

Best Lolita Brands In Japan
The h.NAOTO line – Gothic, Punk, and Lolita styles

Shop online: https://hnaoto.com/

The h.NAOTO line, known for its combination of Gothic, Punk, and Lolita styles, was one of the more unusual Japanese labels to enter the worldwide stage in the previous ten years. h.NAOTO is one of several Japanese designers that have incorporated a distinctive, avant-garde style into his apparel, incorporating what was previously an underground sensation – the merging of Gothic and Lolita designs into ordinary clothing companies.

h.NAOTO has been recognized when incorporating more examples of Punk and nearly bondage type Victorian dress, whereas most Gothic Lolita style was best defined by its use of charming, whimsical morbidity.

3. How to buy Lolita items?

If you are seeking these Lolita fashion brands, there are many shopping locations in Japan depending on your needs. Harajuku, Nagoya, Osaka, Tokyo, Hokkaido, Miyagi, Hyogo, Fukuoka, Kanagawa, Shizuoka, and so on are just a few examples. Besides, you also try to visit the official websites of the brands listed above to make buying more convenient.

To purchase Lolita items online, follow these steps:

  • Go to the website of your favorite Lolita brand.
  • To find the item you want, use the search bar.
  • To see the photo of the product you wish to buy, click on it. Check the item’s details in the product description as well.
  • Select the tab bar for purchases and payments.
  • Select a payment option and enter your personal information.
  • To purchase, click OK after completing the preceding steps.


These Lolita clothing brands are not only helpful for cosplay but can also be utilized as a one-of-a-kind keepsake. There are several Lolita fashion events and conventions held across the world, as well as a large number of Lolita admirers. Using the outfits of these Lolita brands may also make you appear younger than you are, so why not attempt to make yourself look younger by adding some Lolita apparel to your wardrobe? Share with Janbox about your Lolita look and good luck!

If you are interested, please click on the image below to understand more about how Janbox can help you buy from Japan and have them shipped to your front door regardless of where you are. You can shop anything from on Japanese online stores easily. Choose your desired products and order them with us; we will handle the rest for you!

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