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.

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

History

In 1979, Hiroko Honda opened Pretty at Laforet in Harajuku, Tokyo, selling lolita and gothic style dresses from amateur designers. Honda curated her selection based on cuteness. She stated that, at the time, Pretty was one of the only retailers in Tokyo that sold lolita clothing. Around 2000, Honda decided to focus on creating original apparel based on her aesthetics after customer feedback. 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.

Products

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

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

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.

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

In 2016, Angelic Pretty opened a store in Paris.

Marketing

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

References

External links 
 
 Angelic Pretty USA official site Angelic Pretty USA

Clothing brands of Japan
Retail companies established in 1979
Clothing companies established in 1979
Clothing retailers of Japan
Lolita fashion
1979 establishments in Japan