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: MISS ME by CHALING (ミスミーバイシャーリン)

 

Brand Info: MISS ME by CHALING (ミスミーバイシャーリン)

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Quick Info:
Active from- 2020-present
Official Website- missme-bc.com
Socials- Twitter, Instagram, Facebook
Associated brands- (sister-brand) Swankiss

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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: 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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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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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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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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Brand Info: Penderie (ペンデリー バイ)

 

Brand Info: Penderie (ペンデリー バイ)

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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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Brand Info: LIZ LISA (リズリサ)

 

Brand Info: LIZ LISA (リズリサ)

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Quick Info:

Active from- 1999 to present

Official Website- lizlisa.com

Socials- Instagram, Twitter, Facebook, blog

Associated brands- LIZ LISA doll(sub-brand), Tralala(sub-brand), Primevère LIZ LISA(sub-brand), Lizmelo(sub-brand), LIZ LISA Twinkle(sub-brand), JugeETTA(sister-brand), Penderie(sister-brand),

Also known as- LL, LIZLISA

    Hi everyone! Today's brand is a classic. If you've been into J-fashion for a while, you probably already know about Liz Lisa, but I wanted to write up a page for it since I'm partially using this blog as a list of J-fashion brands for myself. 

    (Liz Lisa 2012 Autumn catalog)                                                     (Liz Lisa Twinkle magazine scan)    

    Liz Lisa started in 1999, launching its first store in Shibuya 109. It was, and still is, very popular among gals. In the early days, they had a lot of ganguro and banba styles, and were later heavily associated with himekaji and hime gyaru when the sub-styles first popped up. They launched their sub-brands Tralala in 2003 and Liz Lisa Twinkle in 2004. Tralala was a bit edgier than main-line Liz Lisa, I would say it's a bit more ajego and rokku gyaru. On the other hand,  Liz Lisa Twinkle was all about being pretty, feminine, and cute. In 2005, the store Liz Lisa Fusion opened in Natori City in the Miyagi prefecture. It sold Tralala and Penderie pieces until 2016, when it closed. 

(Popteen November 2009 issue, scanned by toxictsukino on Instagram)

    The Liz Lisa Doll sub-brand was launched in 2006 and aimed at younger audiences in high school. In 2010, they held a runway show during Tokyo Fashion Week for a 2011 ready-to-wear spring/summer collection, which brought attention to the brand in Western fashion spaces. Their sister-brand JugeETTA was also launched in 2011, and was aimed at an older audience with a more mature and elegant look. In 2012, they released their first My Melody collaboration collection and have introduced many other Lizmelo collections since. In 2015, Primevère Liz Lisa was launched. Some of these sub-brands, however, I couldn't find much information about, but I thought it would be useful to include them for dating purposes.

(From Liz Lisa Doll online Twitter)

    Nowadays, Liz Liza's pieces are more jirai kei and ryousangata. Which makes sense since it is the more popular fashion style these days among youth these days, like gyaru fashion was when they first started. Though Himekaji has had a recent resurgence, so maybe they'll bring back some of those older styles. I'm not sure if they will, but a guy can dream (◞‸◟；)

     The reading list for this one is long! Here it is: The Gyaru Wiki, Fashion Press, Vogue, Virtual Japan, Wikipedia Gyaru page, Wikipedia Liz Lisa page, WWD, Tralala blog, TWC, Liz Lisa Fusion blog, Liz Lisa Doll blog, Latte Fashion, Rakuten, Emiiichan, Bunny Crafty Dream, Amarie Bunny (great guide if you're starting out), The Name I Love (a more in-depth history from 1999-2009, highly recommend!).

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