Gothic Lolita culture

In Japan it is mass-marketed, though not widely worn, but has visibility particularly in the streets of Tokyo and Osaka, on television, in manga (see Paradise Kiss) and computer games. The fashion is being picked up worldwide, thanks to the foreign publication of Japanese magazine anthology FRUiTS, where the outstanding style actually blends in with the other quirky teen trends in Japan. More "faithful" adherents to the style take many influences from the Rococo and Victorian periods of European history, believing it to be in the nature of a Lolita to be respectful, polite, and demure at all times; even less extreme adherents are often known to attempt to cultivate interest in hobbies or activities considered appropriate to high-society ladies during these periods, such as needlework, opera, classical and baroque styles of music, painting, sewing, and the traditional observance of high tea. For the most part, however, most Lolitas live a day-to-day life very similar to any average person.

[edit] Lolita outside of Japan

Outside of Japan, the Lolita fashion is still widely unknown; however, it has slowly begun to spread to other countries. Lolita, along with cosplay and other Japanese cultural phenomena, can sometimes be seen at concerts and anime conventions throughout the UK, Australia, France, Holland and the United States, although certain individuals truly committed to the fashion will confirm that Gothic Lolita is not a fancy dress costume, rather, a way of life. The style has not yet been mass marketed outside of Japan, though small, stores based outside of Japan are starting to emerge and a store selling the style, itself called "Gothic Lolita" opened in early 2007 on a prominent stretch of Elizabeth Street in central Melbourne.

Major brands, such as Metamorphose temps de fille, h. Naoto and Baby, The Stars Shine Bright have recognized the international recognition of lolita fashion, and have begun to ship goods to the international market. This is still not very widespread, as many of the clothes produced by non-Japanese designers are not accepted by the Lolita community for being inaccurately portraying the style as related to the British 'goth' or French maid look, and not as high quality as the expensive Japanese brand clothes. Lolita magazines are widely available for purchase on the internet and at Japanese bookstores, which also deal in anime and manga.

[edit] Shopping

Currently the commercial center of the Gothic Lolita subculture is the Marui Young department store in Shinjuku, after its predecessor Marui One closed at the end of August 2004. This large youth-fashion oriented department store has 4 floors entirely devoted to Gothloli and related fashions. Some Gothloli boutiques may be found in the area between Harajuku and Shibuya.

[edit] Goth and Lolita

Lolita as a fashion is not as strongly associated with a particular style of music or outside interests as Goth, and individual followers of Lolita fashion may listen to a wide variety of music including regular pop and rock.

In Japan, Goth is a minor subculture with few followers, partly because the emphasis upon visual identity in Japanese youth culture makes other factors such as music and literature less important signifiers and perhaps partly because Christianity is a minor religion here. In Japan, people who have heard the term "Goth" usually assume that it is simply a contraction of "Gothic Lolita",[citation needed] except for the Goths themselves, who strongly emphasize the differences. Likewise, some non-Japanese observers assume that "Gothic Lolita" is the Japanese version of "Goth", purely on the similarities in fashion.[citation needed]

Previously in Tokyo, the largest "goth" club events, such as "Tokyo Dark Castle", would also attract a noticeable proportion of Gothic Lolita customers. However, since 2005 their numbers have dwindled and such events now primarily attract more typical goth, industrial and metal music fans.[citation needed] Concerts of visual kei themed bands are often attended by many Lolitas, but conversely, few goths.