Angelic Pretty

Angelic Pretty

Founded	1979 (as Pretty), 2001 (as Angelic Pretty)
Country	Japan
No. of locations	17
Website	website
Webshop	webshop
Twitter	AP_onlineshop
Blog	blog
Instagram	angelicpretty_official
Current status	Active
Lolibrary Link

Angelic Pretty (アンジェリックプリティ) is a Japanese sweet lolita brand known for their custom prints and OTT Sweet styling.

Concept

Angelic Pretty describes their brand concept as:

Angelic Pretty provides adorable clothing covered in lace, frills and ribbon

like a fairytale princess you dreamed about as a little girl

We want girls to never lose sight of that dream...

This is a brand for girls who want to keep that dream alive.

Sub-Labels

Pink Label

Pink label is Angelic Pretty's primary and original label.

Lavender Label

Lavender label is a newer Angelic Pretty label which is designed to be a bit more mature than their primary line with a focus on chic colors. Lavender label items are marked with a lavender or purple tag instead of the pink tags used on the Pink Label items.

Production

Angelic Pretty produces items in several countries. As of 2021, items have been produced in Japan, China, Myanmar and the Philippines.

In a 2018 interview with Vice i-D, Maki said “The textiles of original prints are produced in Japan by a special factory to create delicate motifs and subtle colors. The original lace is also produced in Japan to express delicate motifs.”

Angelic Pretty also has standard design codes to make sure that items follow the brand's branding regardless of which designer designs them. Maki has said that they have "rules for details such as the width of the lace, [and] the volume of the gathering”.

Sizing/Patterning

Angelic Pretty has experimented with S/M/L sizing, but the majority of items are one size and rely on shirring for size flexibility. Maki said in an interview that they “take a lot of care to pattern so that different types of body shapes can fit in and be cute.” The brand believes that their standard release clothes are everyday clothes, so they include pockets and make sure things are easy to move in.

History

In 1979, PRETTY opened as a select shop in Laforet Harajuku selling gothic and lolita items from many different designers. This shop would go on to be come the Tokyo branch of Angelic Pretty. In an interview with Vice i-D in 2018, the founder, Hiroko Honda, said “At that time in Japan, especially in Harajuku, many up-and-coming designers were making original clothes and creating a sort of a movement, there were individual and fun clothing everywhere. I always liked cute things, so I selected what I [thought] was cute [...] and sold them at my shop. By the year 2000, [lolita] became a word to summarize one genre. At that time there were only a limited number of shops selling Lolita clothing. Many brands were sold only at my shop in Tokyo.”

Angelic Pretty listed in an official timeline that in 2002, they launched a new brand: Angelic Pretty, however they have stated in person that the brand launched in 2001. The brand also appears in publications from 2001. In 2003, the first "Angelic Pretty" stand alone shop opened in Nagoya's NOVA building. When Angelic Pretty first launched, the atelier was very small, the size of a small one room apartment. The founder, Hiroko Honda told Vice i-D that "At the beginning of the year 2000, Gothic & Lolita style had a somewhat underground image. Perhaps for this reason, many items were in black, and it was hard to find bright and pretty colors. [Because of this,] Angelic Pretty has set pink as its main color.”

The Osaka and Utsunomiya shops opened in 2004, with the Osaka shop being moved in 2005. 2005 also brought the Sendai store. In 2006, they expanded again, opening a shop in Hiroshima and another in Yokahama. The Tokyo laforet shop was remodeled and the Utsunomiya shop relocated. The Nagoya shop was remodeled in 2007. In 2008, the Kanazawa and shinjuku shops were opened, and the Sendai shop moved locations. The Shinjuku and Sendai shops were both renovated again in 2009. Also in 2009, the Fukuoka, Sannomiya and Okayama shops opened. In 2010, they launched another two domestic shop branch locations, this time in Shizuoka and Omiya. In 2011, they remodeled the Hiroshima shop and the Utsunomiya which also relocated. 2012 brought the relocation of the Utsunomiya shop and a remodel of the Hiroshima location.

In 2007, Angelic Pretty participated in the Japan Expo in Paris, France for the first time, as well as attending the Pacific Media Expo (PMX) in California, USA. In 2008, they returned to Japan Expo in France for a second year and they also participated in the Yumemiru Musical Paradise event hosted by Cosplay Oneesan in California, USA. During this event, Maki and Asuka confessed in an interview that it was a dream of theirs to open a US shop. In 2009, they returned to both Japan Expo in Paris and PMX in California. After the brand's success at Japan expo, Angelic Pretty products were available all year-round at the independent store Boddywood (15 Rue Keller) since its opening in mid 2009, and a blog was especially made for the brand in July 2009. A special corner was opened specifically for Angelic Pretty items on the second floor of the shop about two months later, featuring pink furniture like closets and drawers to display the items. The brand logo could be seen on the right hand side of the front windows, where a mannequin was displayed, wearing the latest collection. In 2010, Angelic Pretty launched the Angelic Pretty USA shop in San Francisco California, USA. In 2011, Angelic Pretty traveled to Florence, Italy for an event in the winter and in 2012, they traveled to the Anime Central convention in Chicago, USA. 2012 also brought the launch of the Angelic Pretty Shanghai shop. It is on the 15th of August of 2013 that Boddywood announces the closure of the Angelic Pretty Paris corner through a blog post, explaining that an agreement was made with the brand to not renew their contract. Three years later, in 2016, Angelic Pretty Japan announces on their website the opening of the new, brand-owned Angelic Pretty Paris store (page currently lost due to a change in the website system) and a Facebook event page is created to announce the opening event (July 7th) and a tea party (July 9th). In October 2019, Angelic Pretty Paris participates in the event "Witches' Follies" by Hellocon in Finland as the main fashion guest. Asüka was a special guest and took part in a Q&A session, while the store itself held a booth where special items were available and fashion show. In August 2023, the Paris store closes temporarily for renovation works and reopens 11 days later than anticipated with a special fair.

The Paris store now reflects the new visual concept for Angelic Pretty which started roughly 20 years after the creation of the brand, launched in 2019 with the opening of the Shibuya Parco store: a darker pink palette, marble flooring and pink Dolly Damask wallpaper, with the lavender wallpaper disappearing for most renovated store locations besides Laforet which now has a lavender Dolly Damask wallpaper in one of its front window displays. Most stores seem to feature glass display elements as well as wooden shelves, while the Paris store features a central pink alcove with diamond shaped padding instead. The overall brand logo, tags and shopping bag designs have also changed from the polka dotted background and multi patterned ribbons design with a cursive logo to a matte gold capital one on a bright hot pink background (or bright lavender for bags and lavender label tags), with a polka dotted bow on top. A slight change was added to this logo in 2020 with a now shiny and slightly lighter shade of gold, with the bow disappearing from tags and bags.

Notable Figures

Hiroko Honda - Founder and former CEO.

Asuka - CEO / Designer. Started in 2001. Asuka initially came to the brand as a designer for knits (cutsews), bags and accessories. By 2009, she was described as one of the chief designers and was doing more design work for the company. It is rumored that she took over as CEO sometime around 2019, however we have been unable to find any official written sources confirming this.

designs shoes, bags and parasols as well as doing press work. (Check this against GLP interview book)

Maki - Designer and Illustrator. Started in 2003, and did illustration for the brand while in vocational school. She does print illustration, socks, and also picks fabric and thread. (Check this against GLP interview book)

Honoka - Honoka started out working as a shop girl. She became a designer trainee in 2013. According to an interview in 2019, she likes making high waist cut dresses. She made the Sweet Dreams series, Topping Sugar series, and Logo Heart Arrow Accessories series.

Chisa - Designer.

Candy - Former shop manager. Candy did several supporting tasks at Angelic Pretty such as working on the catalogs, designing shop windows / shop dressing.

Imai Kira - Illustrator with whom the brand frequently collaborates.

Yumika Sawanishi (澤西由美花) - Hair & makeup artist. Did the makeup for the S/S 2024 show

RinRin Doll - Model

Risa Nakamura (中村 里砂) - Model

Myla Shimizu (清水 マイラ) - Model

Kawamura Kokoa (河村ここあ) - Model

Misako Aoki (青木美沙子) - Model

Nana Kato (加藤ナナ) - Reoccuring Special Guest Model

Tia Yabushita (薮下ティア) - Model. Spoon 78, 2024 spring runway

Noriko (のりこ) - Shop staff at Hiroshima shop. Started in May 2006. Born Jan 24, 1987 in Hiroshima, blood type AB, hobby is reading.

Azusa (あずさ) - Shop staff at Hiroshima shop, started before May 2006.

Maya Christina (マヤ クリスティーナ) - Runway Model

Arista Akari (アリスタあかり) - Runway Model

Hanna Muro (室はんな) - Runway Model

Sarah K - Runway Model

Camila Tsushima (カミラツシマ) - Runway Model

Alicia Mitsui (アリーシアミツイ) - Runway Model

Leda N - Runway Model

Reika Hargrave (レイカハーグレイヴ) - Runway Model

Ayano Rina (彩乃梨那) - Runway Model

GAYA - Runway Model

Mio (美絽) - Runway Model

MERRI - Runway Model

Risa Takahashi (高橋理沙) - Runway Model

Céline Himekawa (姫川セリーヌ) - Runway Model

Non Niitsu (新津のん) - Runway Model

Kubota Hao (久保田 葉央) - Runway model. Typically models for Popteen.

Hanna Muro (室はんな) - Runway Model

Characters & Design Motifs

Image	Character
Shy Bear Ring	Shy Bear Shy bear who debuted in Toy Parade is a friend of Lyrical Bunny and they often appear together. He is a teddy bear boy, and is a little bit naughty. He appears in several prints including Dream Fantasy, Toy Drops, Toy Fantasy, Dreamy Baby Room, Fancy Paper Dolls, and Dreamy Doll House.
Lyrical Bunny Blanket	Lyrical Bunny Lyrical bunny who debuted in Toy Parade is featured in a number of other Angelic Pretty prints including Dream Fantasy, Magical Etoile, Dreamy Baby Room, Fancy Paper Dolls, Fantasy Theater, Lyrical Party, and Toy Drops.
Milky-chan the Fawn Bag	Milky-Chan Milky-Chan is a retro style fawn and has appeared several times.
Candy-chan on a Walk OTKs	Candy-Chan Officially called "おさんぽキャンディちゃん" (Candy-Chan on a walk) even in the character guide, Candy-Chan is a slightly pretentious poodle.
Chocolat-Chan Print Cutsew	Chocolate-Chan Officially called "おでかけショコラちゃん" (Going out Chocolate-Chan) even in the character guide, Chocolate-Chan is a precocious cat who loves fashion.
Vanilla-chan Cape	Whimsical Vanilla-Chan With charming blue eyes, Whimsical Vanilla-chan is a white cat.
Trick Cat Badge Set	Trick Cat Trick Cat is a white cat that seems to be able to use Magic.
Decoration Pony Ring	Pony Angelic Pretty's Pony character appears in many forms like Decoration Pony, Crystal Dream Pegasus, Magical Pony, Day Dream Unicorn, Sugary Pony, Milky Pony, Fantasy Circus Ponies, Toy March Pony and Star Night Pony.
Honey Bear Cutsew	Honey Bear Honey Bear looks like a delicious honey bottle and made his debut in Honey Cake.
Porter Chocolat Pouch	Porter Bear Porter Bear is a chocolate bear who made his debut in Musee du Chocolate.
Sweet Cream Ginger Bear Hair Ties	Ginger Bear Ginger Bear is a bear who looks like a gingerbread cookie.
Little Bear's Cafe Skirt	Little Bear & Small Squirrel Little bear and small squirrel made their debut in little bear's cafe.
Sheep Garden OP	Fu-Chan & Ram-Chan Fu-chan is a little yellow sheep with a bell and ram-chan is a littl pink sheep with a hat. They appear in Sheep's garden.
Melody Toys Tights	Pippi & Bappa Pippi is a piano-playing rabbit and Bappa is a bear conductor, they show up in Melody Toys.
Happy Garden Skirt	Whip & Syrup Whip is a white rabbit and Syrup is a pink rabbit. They appear in Happy Garden.
Marshmallow Bunny Salopette	Marshmallow Bunnies The Marshmallow bunnies are four sisters who are fluffy rabbits with different colored ribbons.

Authenticating Items

Angelic Pretty is a prime target for counterfeiting and the brand is aware of this. In a 2018 interview, Asuka stated “I know there are many copies of AP, most of them are sold outside Japan". An official statement posted to the Angelic Pretty USA site reads "Angelic Pretty is aware of that there is a lot of concerns regarding counterfeits / replicas. We officially do not condone these types of illegal behaviors. We will actively pursue those who continue these illegal activities. We appreciate all of the customers who support Angelic Pretty."

Locations/Sales Model

Angelic Pretty sells online via their online shop as well as through a number of physical locations.

Shop List

Shop	Country	Address	Status	Socials
Harajuku	Japan	Laforet Harajuku B1.5F, 1-11-6 Jingumae, Shibuya-ku, Tokyo 150-0001	Open	ap_harajuku
Nagoya	Japan	Nagoya PARCO West Building 3F, 3-29-1 Sakae, Naka-ku, Nagoya-shi, Aichi 460-0008	Open	angelicpretty_nagoya AP_nagoyaten blog
Osaka	Japan	1FC, Commercial City Building, 1-8-9 Nishishinsaibashi, Chuo-ku, Osaka-shi, Osaka 542-0086	Open	angelicpretty_osaka AP_osakaten blog
Utsunomiya	Japan	Hasegawa Building 2F, 4-3 Mageshicho, Utsunomiya City, Tochigi Prefecture 320-0803	Open	angelicpretty_utsunomiya AP_utsunomiya blog
Sendai	Japan	Sendai Forus 4F, 3-11-15 Ichibancho, Aoba-ku, Sendai City, Miyagi Prefecture 980-8546 (previously Kadokawa Building B1, 2-7-30 Chuo, Aoba-ku, Sendai City, Miyagi Prefecture 980-0000, August 2005-?)	Open	angelicpretty_sendai sendai_ap blog
Yokohama	Japan	2-15-13 Minamisaiwai, Nishi-ku, Yokohama-shi, Kanagawa 220-0005 Yokohama Bibure 3F	Open	ap_yokohamaten AP_yokohamaten blog
Kanazawa	Japan	24 Bercel 1F, Tatemachi, Kanazawa City, Ishikawa Prefecture 920-0997	Open	angelicpretty_kanazawa AP_kanazawaten blog
Shinjuku	Japan	Shinjuku Marui Annex 7F, 3-1-26 Shinjuku, Shinjuku-ku, Tokyo 160-0022	Open	angelicpretty_shinjuku AP_shinjukuten blog
Fukuoka	Japan	Hakata Marui 4F, 9-1 Hakataekichuogai, Hakata-ku, Fukuoka-shi, Fukuoka 812-0012	Open	ap_fukuoka AP_fukuokaten blog
Sannomiya	Japan	Sannomiya OPA 4F, 1-5-26 Sannomiya-cho, Chuo-ku, Kobe-shi, Hyogo 650-0021	Open	ap_sannomiya AP_sannomiyaten blog
Omiya	Japan	Marui Omiya 4F, 2-3 Sakuragicho, Omiya-ku, Saitama-shi, Saitama 330-9501	Open	angelicpretty_omiya AP_oomiya blog
Kyoto	Japan	Kawaramachi OPA 2F, Shijo-dori, Kawaramachi-dori, Nakagyo-ku, Kyoto-shi, Kyoto 604-8505	Open	angelicpretty_kyoto AP_kyototen
Shibuya	Japan	Shibuya PARCO 5F, 15-1 Udagawa-cho, Shibuya-ku, Tokyo 150-0042	Open	ap_shibuyaten AP_shibuyaten
Paris	France		Closed (2009-2013)
Paris	France	3 rue St Roch 75001, Paris France	Open (2016-)	angelicprettyparis http://angelicpretty-paris.com/
San Fransisco	USA	15 Kearny Street, San Francisco, California 94108 USA	Open (2010-)	angelicprettyusa http://www.angelicpretty-usa.com/
Shanghai	China	618 Xu Jiayi Road, Huangpu District, Shanghai Sun Moonlight Center Ruijin District RJ-09	Open (2017-)	6019161774 http://www.angelicprettyshanghai.com/
Chengdu	China	Pop-up store on the 4th floor of Tianfu, No. 18, East Go Street, Jinjiang District, Chengdu	Unknown	7324233582
Okayama	Japan		Closed (?-2016)	blog
Hiroshima	Japan	Sun Mall 4F, 2-2-18 Kamiyacho, Naka-ku, Hiroshima City, Hiroshima Prefecture 730-0031	Closed (2006-?)	blog
Shizuoka	Japan			blog

Tips for Identifying Pieces

As always, we recommend searching Lolibrary first both by item number and by any relevant tags/features. If neither of these bring up the item, the following are some tips for researching the mystery item, though you are always welcome to ask for assistance in the Lolibrary Discord, or the EGL Research Center or What is that dress? Facebook groups as well.

• AP Item Number System - If you know the item number (present on most newer wash tags, almost always on paper tags/original webshop listings), you can find out the release year, item type and more.
• Tag Guides - Angelic Pretty has cycled through a number of different tag designs over the years; as such the appearance of the tag itself can help us narrow down the release date of an item without an obvious item number. This applies to logos appearing on tagless items like shoes and socks as well. Here is another tag guide featuring some additional detail on old school items.
• Ongoing Research Document on old-school AP item numbers/items missing from Lolbrary.
• 2010-present: Searching for item number here may help you bring up the original webshop listing.

Gallery

• 

  Puppet Circus OP

• 

  Sugary Carnival JSK

• 

  Chocolate Rosette Salopette

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  Cat Tea Party JSK

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  Honey Cake Skirt

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  Holy Lantern Cutsew OP

External links

• Angelic Pretty Japan
• Angelic Pretty USA
• Angelic Pretty Paris
• Designer Blog - Active 2009-2013