Brand Info: Emily Temple Cute (エミリーテンプルキュート)

 

Brand Info: Emily Temple Cute (エミリーテンプルキュート)

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Quick Info:
Active from- 1983-present
Official Website- emilytemplecute-shop.com
Socials- Twitter, blog, Instagram, Facebook
Associated brands- (sister-brand) Shirley Temple, (sub-label) Emily Temple Lulu

Also known as- Emily Temple, Emikyu (エミキュ), ETC

    Hi everyone! Today we're talking about the lovely brand Emily Temple Cute! The brand started as Emily Temple in 1983 by the creator of the children's brand Shirley Temple, Rei Yanagawa (柳川れい), as a sub-brand for juniors. It seems like it became the brand we know today when it was renamed to Emily Temple Cute in 1999 and relaunched as a women's brand. Though there was a brief period of time between 1999-2001 where both brands were in production, so I'm not exactly sure if they were two separate brands and then merged, or if Emily Temple Cute was always the same brand as Emily Temple. In 2008, they released a French-inspired casual wear sub-label named Emily Temple Lulu. This line is the epitome of casual Lolita! 

    Emily Temple Lulu didn't last long because it stopped being made when Emily Temple Cute became split from Shirley Temple in 2012. The brand was formerly managed by Shirley Temple Co., Ltd. (株式会社シャーリーテンプル), but started being independently operated by Emily Temple Co., Ltd. (株式会社エミリーテンプル) in 2013, the same year they launched their own online shop. Around the same time, they opened their flagship store and celebrated the brand's 15th anniversary in Laforet Harajuku. 

    Emily Temple Cute celebrated their 4th year working with the retailer Harajuku Hearts by debuting their first plus-size release. The Dear Strawberry JSK came in sizes 'M' and 'plus' and was a made-to-order reservation item. The same year, they released more items with plus-sized options at Naka-con, which were later available to buy online. Since then, they've released multiple plus-sized items through Lolita Collective and have included a plus-sized option for their rereleases. Like for their My Kitchen JSK in 2025. 

    Sources I used: Fashion Press, Fashion Collect, Street Girls Snap, Wikipedia, Fashion Snap, Little Travels in a Big City, eroir, rainedragon's Tumblr, Lolibrary, Emily Temple Cute News, WunderWelt, and Lolita History. 

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