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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Brand Info: LODISPOTTO (ロディスポット)

 

Brand Info: LODISPOTTO (ロディスポット)

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Quick Info:
Active from- 2004-2021
Official Website- Broken, Wayback Machine Archive
Socials- Twitter, Instagram, Facebook
Associated brands- (sub-brand) mille fille closet, Luminous, (sister-brands) MISCH MASCH, UNRELISH, Mew's, Heartdance, Lycka, &Giving, Mer d'été, blancbleu, fourseasonsart

     Hi everyone! It was strangely difficult to find information on this brand despite its popularity. The history page of its parent company’s website, Tamaya, does not include the date of the brand’s opening on its timeline. So I used the earliest archive available of the website on the Internet Archive.

    Lodispotto is the epitome of office elegance! Sleek and simple, yet still girly. Lodispotto is a staple brand in an Otona girlie's closet. However, that's not all Lodispotto offers; Lodispotto has plenty of frills and bows, making it perfect for Himekaji and Ryousangata.

    In 2017, they debuted their sub-brand, mille fille closet by LODISPOTTO. While the main brand is already very girly, mille fille closet pushes that girly-ness to the max! 

    They opened their next sub-brand, Luminous, in 2019. Luminous is the darker, edgier sister of mille fille closet. Though mille fille closet is more of something I would wear, something about Luminous is quite charming to me. Lodispotto creates really cute illustrations for their clothes, and I think the illustrations for Luminous are kind of the reason it appeals to me. I'm a big Vocaloid fan, and the art sorta reminds me of edgy Vocaloid music videos.

    Lodispotto announced its closure on Twitter in 2021, with its sub-brands following suit. The brand suspended activity during the spring/summer season of that year. 

   Everything I used: Fashion Press, Tokyo Fashion, Wonderland JP Facebook, Everyday Kawaii, mille fille closet Instagram, mille fille closet Twitter, Luminous Instagram, and Luminous Twitter.

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Brand Info: Swankiss (スワンキス)

 

Brand Info: Swankiss (スワンキス)

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Quick Info:
Active from- 2013-2023
Official Website- Defunct, Wayback Machine archive
Socials- Twitter, blog, Instagram, Facebook
Associated brands- (sister-brand) MISS ME BY CHALING

   Hi everyone! Today’s brand is Swankiss. Produced by Saaya Hayashida, their first store opened on the third floor of Shibuya 109 on March 8th, 2013. Swankiss was heavily featured in the girly magazine Larme, linking it to Larme’s style in the same way that early Liz Lisa was to Himekaji. They even collaborated in 2019 to make makeup for a free gift to accompany Larme's magazine. Kinda an odd choice for a magazine and a clothing brand, but it's not Swankiss's only strange collaboration. 

    In the same year, Swankiss also collaborated with Bodyline to create, drumroll please, Halloween costumes...? It's not a bad choice by any means. The costumes are pretty cute, but I'd really like to know how they settled on Halloween costumes lol. There were seven different costumes to choose from: Rabbit Ballerina, Like A Bear, Mysterious Sister, Cute Dalmatian, Lady Leopard, Chinese dress, and Heart Nurse. Personally, my favorite would probably be the bunny or the bear costume.

    Usually, I like to go through the changes in style throughout the years, but Swankiss is one of those brands that kept a consistent style even in the end. There's not much to comment on other than cute, cute, and cute! Although their Shibuya location closed back in 2016, it was ultimately the pandemic that caused their closure in 2023. 

(2013 vs 2022 Swankiss)

    Here is the stuff I read: Stephano, Street Girls Snap, News Live Door, and Gallery O.

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Brand Info: Bobon21 (ボボンニジュウイチ)

 

Brand Info: Bobon21 (ボボンニジュウイチ)

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Quick Info:
Active from- 2014-present
Official Website- bobon21.jp
Socials- Twitter, blog, Instagram, Facebook, Pinterest
Associated brands- (sub-brands)Jnorii, Bon21Hiz, and AMOURLAND

    Hello everyone! Today's brand is Bobon21! Pronounced as “bo-bon ni-juu-ichi,” Bobon21 was founded in 2014 by the designer Rimo, who is also the brand's main model. Although I have seen blog posts since 2013, the company's official website lists their launch date as 2014, so that's the year I will go with. It seems like the brand initially was a Himekaiji brand, but I don't think they stuck with it for long since the style I saw on their blog changed around 2015.

    I think the clothes from this early era of Bobon21 are super cute! The stuff they make now is cute too, but it's not my thing. While they have their own website, they can also be purchased on Taobao and Aliexpress. I've heard their quality is pretty hit or miss, but I've never bought anything from them, so I can't comment on it. Their new stuff is more coquettish...? I think. I wouldn't call it J-fashion, at least. Their pieces could still be used for J-fashion, but are more reminiscent of Chinese fashion to me.

    Here are additional links to websites I used: DeJapan, Aroma.jp, Value Press, Terrayla, and BonBonBunny.

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Brand Info: Ank Rouge (アンクルージュ)

 

Brand Info: Ank Rouge (アンクルージュ)

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Quick Info:
Active from- 2010-present
Official Website- ankrouge.jp
Socials- Twitter, blog, Instagram, Facebook
Associated brands- (sub-brand) Jamie Ank, (sister-brands) Cecil McBEE, STUNNING LURE, mellowneon, me roir, Deicy, Dolly Mew, BE RADIANCE, a.g.plus, rid.dle from (All owned by ESDARB CO. LTD (株式会社エスダーヴ), formally known as Japan Imagination CO. LTD).

    Hi everyone! Today we're talking about Ank Rouge! Ank Rouge was launched in 2010 by the same parent company as Cecil McBEE, with the fashion model and blogger Rie Matsuoka (松岡 りえ) as brand director. Later that year, they opened their first store on the 6th floor of Shibuya 109. In the early days, the brand said it was aiming for an "antique gal" style, which I think is referring to Himekaji and Shiro Gyarus from what I saw in this 2012 Popteen fashion show and magazines from the early 2010s. 

    There was a shift in the late 2010s from somewhere around 2015 to a more Larme/Girly Kei and retro style. You can still see their Himekaji roots in the 2015 collections, but I think the style is still distinctly different, with less florals and more cherries and strawberries. A lot of their more well-known pieces come from this period. I would associate this era with more of a Lolita style than Gyaru. This shift might have come from Rie Matsuoka's departure from Ank Rouge in 2016, along with the decline of the Gyaru style.

    Nowadays, Ank Rouge's style is more Jirai Kei and Ryousangata. But, they still use retro and vintage prints like their clothes from the 2010s, but with the Jirai silhouettes of their more recent stuff, like their 2025 April Cherry Berry Princess collection. 

    Here's all the stuff I read for this: FukuDB, Shibukei, Wikipedia, ESDARB, HEP FIVE, NIKKEI COMPASS, PR TIMES, ChatCast, The Name I Love, and Girls Women Info.

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Brand Info: Amavel（アマベル）

 

Brand Info: Amavel（アマベル）

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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Quick Info:
Active from- 2011-present
Official Website- amavel.jp
Socials- Twitter, Instagram, Facebook, blog
Associated brands- None

(From Amavel's website)                           (From Amavel's website)

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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Brand Info: Lizmelo (マイメロ リズリサ)

 

Brand Info: Lizmelo (マイメロ リズリサ)

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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Quick Info:

Active from- 2012-present

Official Website- None

Socials- None

Associated brands- (sub-brand of) LIZ LISA

Also known as- LIZ LISA x My Melody

                                                          (From Liz Lisa Twitter)                                          (Liz Lisa x My Melody mook vol. 1 scanned by Emiiichan)  

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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Brand Info: Primevère LIZ LISA (プリムヴェール リズリサ)

 

Brand Info: Primevère LIZ LISA (プリムヴェール リズリサ)

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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Quick Info:

Active from- 2015-2016

Official Website- Defunct, Wayback Machine archive

Socials- Twitter, Instagram, blog

Associated brands- (sub-brand of) LIZ LISA

                                                              (From Yahoo Japan)                                                                                       (From Sac's Bar) 

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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Brand Info: Penderie (ペンデリー バイ)

 

Brand Info: Penderie (ペンデリー バイ)

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﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉﹉﹉୨♡୧﹉﹉﹉﹉﹉﹉﹉﹉

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Quick Info:

Active from- 2014-?

Official Website- Defunct

Socials- blog

Associated brands- (sister-brand of) LIZ LISA

    Here is what I used for my info: TWC

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