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  • Place of origin:

    Japan (designed)

  • Date:

    21st century (made)

  • Artist/Maker:

    Fujihara, Yumi (designer)
    Innocent World (designer)

  • Materials and Techniques:

    Cotton twill, satin ribbon and machine made lace

  • Museum number:


  • Gallery location:

    In Storage

This item is part of one of the "Sweet Lolita" outfits on display from 23 April 2012 to January 2013 in the "Kitty and the Bulldog Lolita fashion and the influence of Britain" exhibition at the V&A. Part of the V&A British Design Season.

Lolita fashion emerged during the 1990s as a radical form of street style born out of the Japanese taste for Hello Kitty cuteness. Whether dressed in pink, powder blue, red, white or black, Lolitas are immediately recognisable by their doll-like make-up, frilly skirts, fanciful headgear, ribbons and lace. A striking feature of Lolita fashion is the extent to which it is influenced by British culture: Alice in Wonderland, Glam Rock, the New Romantics, Gothic, Punk and Vivienne Westwood. Although the attitude and aggression of Punk and Gothic have no place in the world of the Lolita, the movement represents a similarly powerful rebellion against the conventions of contemporary society. The first three sections of the display are devoted to Sweet, Gothic and Punk Lolita. The final section, Japanese Lolita, shows how a fascination with the exotic and alternative has resulted in the reappropriation and sometimes extreme recasting of traditional modes of Japanese dress.

Physical description

Head-band, lace-trimmed burgundy red cotton twill with satin ribbon ties.

Place of Origin

Japan (designed)


21st century (made)


Fujihara, Yumi (designer)
Innocent World (designer)

Materials and Techniques

Cotton twill, satin ribbon and machine made lace


Length: 32 cm, Width: 11 cm, Length: 50 cm ribbons, Width: 2 cm ribbon

Descriptive line

Head-band, cotton, designed by Yumi Fujihara at Innocent World, 21st century

Labels and date

SWEET LOLITA - Innocent World is an Osaka-based design house founded by Yumi Fujiwara. The clothing is sometimes Sweet Lolita and at other times, as with the relatively sober outfit displayed here, what is called Classic Lolita. The company's concept statement speaks of 'elegance and cuteness' and of 'a simple world without dirt or blemish' that reflects 'the pure and innocent hearts of young women'. [11/12/2012]


Lace; Cotton; Ribbon




Hats & headwear; Accessories; Fashion


East Asia Collection

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