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Macias and Evers argue that the “tipping point for the rise of the
Gothloli scene” was in fact Takemoto’s Shimotsuma Monogatari and state that,
after the film’s release, “the Gothloli entered mass consciousness in
Japan”. 49 It was certainly the English-language version that opened up the
rest of the world’s eyes to the subculture as the media began to get hold of
the craze. The fashion movement itself has also moved from a largely do-it-
yourself enterprise, with just a handful of labels to support it, to a
completely designer-led industry. While Mana’s Moi-même-Moitié still holds
rank as the most prestigious Gothic Lolita brand and Baby the Stars Shine
Bright is the leading force for the Sweet Lolita look, there is now a
cornucopia of major brands to choose from.
As mentioned previously in this chapter, leading ranges for the sweeter
style are Angelic Pretty and Metamorphose temps de fille. Others are Innocent World,
Victorian Maiden, Mary Magdalene, Chocochip Cookie, Juliette et Justine, Millefleurs,
Marchenmerry and MAM. In regard to Gothic Lolita fashions, choices include
Visible, Marble, Atelier-Pierrot, h.naoto, and Black Peace Now. In regard to
shopping in Tokyo, most of these brands are available in Harajuku and or
Shinjuku, with the two main shopping malls being Laforet and Marui Young.
However, as with any true subculture made visible via fashion, the
Japanese Lolita movement is not just about fashion.
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