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  • Place of origin:

    Japan (designed)

  • Date:

    21st century (made)

  • Artist/Maker:

    Mamechiyo Modern (retailed by)

  • Materials and Techniques:

    pink plain weave cotton

  • Museum number:

    FE.325:1 to 3-2011

  • Gallery location:

    In Storage

This was part of the "Wa Lolita" or "Japanese Lolita" outfit 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

pink sashes with plain weave cotton

Place of Origin

Japan (designed)


21st century (made)


Mamechiyo Modern (retailed by)

Materials and Techniques

pink plain weave cotton


Length: 206 cm, Width: 3.2 cm

Descriptive line

Sashes (koshihimo), cotton, Japan, 21st century

Labels and date

Mamechiyo of Mamechiyo Modern spent several years dealing in vintage kimono before establishing her own label in 2003.
She has set out to reinvent the kimono as an affordable, everyday form of clothing, and to experiment with the incorporation of non- Japanese elements such as the headdress, choker and decorative lace collar that can be seen on the outfit displayed here. []


Clothing; Accessories; Fashion


East Asia Collection

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