Innocent World
 | |
| Founded | 1998 (approx) |
|---|---|
| Country | Japan |
| No. of locations | 3 |
| Founder(s) | Yumi Fujiwara |
| Website | website |
| Webshop | webshop |
| iw_fujiwara iw_shinjuku | |
| Blog | blog |
| innocentworldofficial | |
| 7351505389 | |
| Lolibrary Link | |
Innocent World is a classic lolita brand known for their sweet leaning take on classic lolita.
Concept
Innocent World describes their concept as:
Innocent World's designer, Yumi Fujihara, has created a new brand of clothing inspired by classical European designs that embodies the ideals of elegance and cuteness but is suitable for young women of the modern era. The brand name Innocent World brings to mind a simple world without dirt or blemish. We made this name to reflect the pure and innocent hearts of young women everywhere, at any age.[1]
Sub-Labels
Innocent World White
Innocent world white was launched in 2018 by designer Yumi Fujiwara to mark the 20th anniversary of Innocent World. It was designed to be for women who want simple yet elegant and cute fashion in their everyday life. The brand name is derived from "A Pure White Heart "[2]
The items were priced significantly cheaper than normal Innocent World items, with OPs selling for 8,900-9,250 yen.[2]
The label initially launched a single skirt and bustier, which was followed later that year by a sailor OP, an A-line OP, two simple blouses, another skirt and underbust JSK and a sailor JSK.[3] Two more OPs and another blouse were added by the end of 2018.[4] No new items were added between 2018 and 2022.[2] As of 2022, the section is still on the webshop, but it is empty.[2]
History
Per their 10th & 15th Anniversary books, Innocent World was founded in March 1999, but celebrated their 10th anniversary in 2008, and published their 15th anniversary book in 2013. [5][6] In August 2000, the Osaka main store opened[6], and they were featured in the first Gothic & Lolita Bible. In 2001, they created their first original buttons. They also released their Torchon Lace knee socks and OTKs which they continued to sell for more than a decade. In 2002 they first released Organdy petticoats, which they continued to sell for over a decade as well. [5] In 2003, they incorporated as Innocent World Co, Ltd. in August[6], started their mail order business and started producing their first original embroidered fabric.[5] Their hang tag at the time featured two back to back cherubs. [5]
In 2004 they released their first Frederick item, a backpack which was limited to 50 units. [5]
In 2005, the main Osaka store re-opened in February (presumably after a renovation)[6], and the Harajuku shop opened in August[6]. They also released shoes and umbrellas for the first time in 2005.[5]
In 2006, they opened their their Umeda store in March[6], their Shinjuku store in August[6], their Hiroshima store in September [6], and their Kobe store in November[6]. In 2006, they also incorporated as as Innocent World Co, Ltd. again, according to their timeline in their 10th and 15th anniversary books.[5][6] Lastly, they also released their first original print in 2006: The Trump Rose Series.[5] Our records indicate an earlier print, the Frederick Print in 2005, it's unclear why Innocent World didn't consider this print to be their first in their 15th anniversary book.
In March of 2007, they opened their Nagoya shop.[5][6]
On September 20th, 2008, they held their 10th anniversary fashion show at Osaka City Central Public Hall.[5][6]
In 2009 they launched overseas mail orders, allowing customers to place international orders online without using a shopping service, and the participated in Pacific Media Expo (PMX) in California for the first time in 2010.[5] 2010 also marked the first time Innocent World collaborated with Pullip.[5] They also had a popup shop in hankyu department store in 2010.[5]
2011 brought two anime collaborations: Gosik and Penguindrum.[5] In 2012, they collaborated with Arika Takanano, lead signer of Ali Project. [5]
In 2012, they were featured in an exhibit in the Victoria & Albert museum in England and some of their pieces were added to the museums permanent storage collection.
In 2013, they started an ongoing collaboration series where they collaborated with several painters including Tsuchida Yutaka, Kuniyoshi Kaneko, Mucha, Beatrix Potter and Ellen Clapsaddle. They also did a collaboration with the Anime Rosen Maiden[5] and a collaboration with Cafe Anne Doll which included novelty items like an iphone case and a plastic pass case.[7]
Their 15th anniversary party was celebrated in 2013 at La Boheme Qualital in Shibuya.[5]
On January 6th, 2022, Innocent World announced the closure of their last self-managed shop, the Osaka main store. They wrote that it was 'a store that has been loved by customers all over the world for 23 years since it opened in 1999.". In the closure announcement, they explained that most items have been selling out in reserve leaving little to no stock for the shop. Over the past year, the shop has just been decorated with samples. Because of the COVID pandemic, the number of customers coming into the store also decreased.[8] The last business day of the shop was January 23rd where they held a "European Vintage Fair", selling "accessories, tableware, teddy bears, stationery, etc." from Europe, mainly France, the United Kingdom, and Germany.[8]
Their future business plan as of January 6th, 2022 are to continue to sell stock online and via the Nagoya Chou Chou Ange shop, to hold events such as exhibitions and fashion shows, to consider re-releases of items that sold out on reserve, and to try to improve the situation with items selling out on reserve a little. [8]
Notable Figures
Yumi Fujiwara - Designer. Fujiwara-san does print design as well, starting with sketching on paper.
Characters & Design Motifs
This section is incomplete, you can help it by adding information about: Mascots, common/original design elements
| Image | Character |
|---|---|
|
Frederick |
|
Lotta |
Locations/Sales Model
This section is incomplete, you can help it by adding information about: Shop locations / sales models
Shop List[9]
| Shop | Country | Address | Status | Socials |
|---|---|---|---|---|
| Osaka | Japan | Osaka City, Chuo-ku Nishi shinsaibashi 1-10-28-506 | Open | |
| Chou Chou ange Nagoya | Japan | Aichi-ken, Nagoya-shi, Naka-ku Sakae 3-4-5 Sakae NOVA 5F | Open |
Tips for Identifying
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 What is that dress? Facebook group as well.
- Tag Guide - Innocent World have cycled through a few different tag designs over the years; as such, the details of the tag itself can help us narrow down the release date of an item. This applies to wash tags as well as brand tags and paper tags.
- If you know the item number of a release, you may be able to determine some additional information about the item. Item numbers are typically listed on wash tags from 2007(2008?) onwards, and the first two digits are typically representative of the year of release.
- 2013-Present Innocent World webshop item listings have the item number (and later on, item type) in their URLs. You can try searching by the number and/or release window here.
Item Number Breakdown
The first 2 digits are the last 2 digits of the year. If the first digit is a 6, it's from the Innocent world white line, and the last digit is the last digit of the year.
| First 2 digits | Year | Line |
|---|---|---|
| 05 | 2005 | Innocent World |
| 2006 | Innocent World | |
| 07 | 2007 | Innocent World |
| 09 | 2008 | Innocent World |
| 2009 | Innocent World | |
| 2010 | Innocent World | |
| 2011 | Innocent World | |
| 1012 | Innocent World | |
| 2013 | Innocent World | |
| 14 | 2014 | Innocent World |
| 15 | 2015 | Innocent World |
| 16 | 2016 | Innocent World |
| 17 | 2017 | Innocent World |
| 18 | 2018 | Innocent World |
| 68 | 2018 | Innocent World White |
| 19 | 2019 | Innocent World |
| 20 | 2020 | Innocent World |
| 21 | 2021 | Innocent World |
| 22 | 2022 | Innocent World |
| 23 | 2023 | Innocent World |
The 3rd digit can be 1, 2, 3 or 4, and most likely indicates a season.
The 4th digit is an item type
| 4th Digit | Item Type |
|---|---|
| 1 | Blouse, Suit Jacket, Cape |
| 2 | Skirt, Underskirt, Petticoat |
| 4 | Bustier, Corset, Vest |
| 5 | Pants, Bloomers |
| 6 | OP, Coat |
| 7 | JSK |
| 8 | Knits, Cutsews, Cutsew Boleros |
| 9 | Socks, Shoes, Hair Accessories, Jewelry, Wristcuffs, Umbrellas, Bags |
The last two digits are sequential, starting at 01 and counting up.
In recent years, a dash and an extra digit is added for re-releases or the same item made up in different material. Re-released items may be released with an older year's item number. For example, a -1 at the end of an item number indicates a new variant that should be recorded separately from the variant without the -1.
Item numbers are still assigned to lucky pack exclusive numbers that are not put into the webshop.
Gallery
Footnotes
- ↑ "Concept (English)". Innocent World.
- ↑ 2.0 2.1 2.2 2.3 "Innocent World White".
- ↑ "Innocent World White 2018".
- ↑ "Innocent World White Dec 2018".
- ↑ 5.00 5.01 5.02 5.03 5.04 5.05 5.06 5.07 5.08 5.09 5.10 5.11 5.12 5.13 5.14 5.15 5.16 Innocent World 15th Anniversary Book. Japan. 2013. p. 12. ISBN 9784800218087.
- ↑ 6.00 6.01 6.02 6.03 6.04 6.05 6.06 6.07 6.08 6.09 6.10 6.11 Innocent World 10th Anniversary Collection. Innocent World. 2008. pp. 3, 8.
- ↑ Innocent World 15th Anniversary Photo Collection. Japan: Innocent World. 2013. p. 35. ISBN 2100000055081 Check
|isbn=value: invalid prefix (help). - ↑ 8.0 8.1 8.2 "022.1.6 ■ Current status report and future activities". Innocent World News.
- ↑ "shop list". Innocent World. Retrieved April 12, 2023.
