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: 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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