Angelic Pretty - Brand Concept

Brand Concept

Angelic Pretty is a sweet lolita brand, heavily influenced by the dream of little girls to become princesses. The official brand concept from the English website is as follows:

The Angelic Pretty line-up offers a cute, Lolita-like fashion style, enchanted to make a girl's dreams come true. 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.

At Cosplay Oneesan's Event "Yumemiru Musical Paradise", Maki and Asuka (see below) were further interviewed about the concept of Angelic Pretty, elaborating on the use of the colour pink. They said that they try to use the colour in as many ways as possible and change it with the season, the fashion trends, with the over-all aim to make it pretty. When asked about the story of the designs, both designers were reluctant to respond, since it is up to the girls that wear the clothing to write their own princess story.

All Angelic Pretty stores are decorated almost exclusively with the colour pink, which further shows the brand concept's connection to this colour and underlines the references to fairytale princesses.