The Lolita Complex: - Scholarly Commons Home

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Figure 56: Victorian Maiden (Japanese label)
Prior to the impetus created by Mana, the greatest influence on the
movement, especially in regard to what would become the Sweet Lolita
style, was the brand Baby the Stars Shine Bright (BTSSB, or Baby) (Fig. 57). The
designer Akinori Isobe launched his flagship store in Shibuya, Tokyo, with
his wife and business partner, Fumiyo, in 1988. Godoy claims that:
Isobe started Baby... after working at Atsuki Ohnishi’s design office. Ohnishi, Baby
and the Lolita movement were influenced by designer Isao Kaneko [for Pink House
and Wonderful World]… and his romantic Victorian-meets-Little-House-on-the-Prairie-
style outfits that were lovely, pink and ruffled. In the early days, Isobe explains,
they struggled to find a brand identity…. A quick fix was discovered in the addition
of lace and ribbons. Lots of them. 47
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