1979 as "Pretty"
Angelic Pretty is a Japanese Lolita brand that specialises in Sweet Lolita Clothing, shoes and Accessories. It was created in 1979 as a select shop under the name Pretty. In 2001 they changed their name to Angelic Pretty and began to focus on making their own unique clothes.
In 2008 it opened an English website to cater to foreign customers.
Angelic Pretty's main designers are Maki and Asuka, Maki started working for Angelic Pretty in 2003, whilst Asuka started working at Angelic Pretty in 2001. Maki went to a fashion oriented high school and studied illustration afterwards at a vocational school. Asuka designs shoes, bags, and parasols. Maki designs the prints for dresses and socks. She is also in charge of choosing the textiles.
Angelic Pretty's main store is in Laforet in Harajuku, but there are also stores in Shinjuku, Osaka, Nagoya, Sendai, Utsonomiya, Hiroshima, Yokahama, Kanazawa, Fukuoka, Okayama and Sannomiya.
A reseller corner opened in 2009 at Boddywood in Paris, but the shop became officially Angelic Pretty in july 2010.
The brand opened a USA store in 2010 in San Francisco's Union Square District.
Angelic Pretty is most known for their mainly Sweet Lolita designs, for helping popularize OTT Sweet Lolita as well as border prints (but they did not invent them), they also release many pieces that look to be heavily inspired by the Fairy Kei fashion.
"Angelic Pretty provides adorable clothing covered in lace, frills, and ribbons like that of the fairytale princess you dreamed about as a little girl. We want girls to never lose sight of that dream... And this is a brand for girls who want to keep that dream alive."