Mewo :3 @mistypedmewo - Tumblr Blog

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oldschool-lolita-archive

Mystery lolita-chan in Photo 1, Photo 2 and Photo 3 wear Moitie’s ladder lace op in black x white.

The photographs on the bottom row feature the same lolitas by different photographers.

Sorry for the confusion in labelling. I wish photographers on the bridge asked their subject’s names…

suzdoinco

Had tea with my comm today! 🧸

Headdress: Handmade

Dress: MILK

Shoes: Bodyline

rainedragon

Currently adding the 2005 Winter collection h.NAOTO mook to the gallery by request. This is a chart showing the tree of how all the sublines that existed as of 2005 are related and a little blurb about each line.

arcadegh0st

PSA:

My posts aren't made so you can shop my closet.

Show the internet you have some *actual* home training and do not be posting up under people's comments that you wanna buy their stuff. If they haven't listed it, it's *not for sale*.

Addendum: Don't be "getting in line" for the future either.

rainedragon

Random person: Dibs if you ever sell this!

Me: I'll be taking this to my grave now to avoid the pressure of that social interaction, thanks for asking

rainedragon

angelic pretty really doesnt do photos like it used to huh :(

Appologies in advance to anyone who reads this whole ramble. I would say yes and no. The most recent catalog shoot is very subdued compared to the editing in older shoots.

However, I do think it's a little intentional? It's hard to get a model to look this cookie cutter in every image. I think they were going for a weird doesn't-quite-look-real doll thing.

That said, I also think that they are doing less for 3 reasons. One, a lot of what they were doing that was "more" wasn't for catalogs, it was for magazines, and it may have been the magazines doing the shoots. Two, I think they are doing a lot more online advertising than print catalog advertising these days and these "boring" images show the detail of the clothes off better when they are used as stock photos online. And third, the art direction for AP changed when Candy left and whoever has been handling it for sure has a taste for something much more simple.

I'm guessing this comment is based on this post I reblogged from JMagazines. So, that post just is captioned "Angelic Pretty - March 2013" and when I reblogged it, I remember thinking "mmm, I don't think this is all the information". So, I just dug through my books because I was certain I owned the magazine this is from, but I was also certain it wasn't a normal catalog, and it's not. This is from the Angelic Pretty Museum e-MOOK With Sugary Carnival Tote. The e-MOOK 宝島社ブランドムック (e-MOOK Takarajimasha Brand Mook) series was a series of Mooks that came with an item. A mook is basically a cross between a magazine and a book. They are bound like books and contain some information that is meant to be "timeless" as well as some information that is more time-sensitive (like the latest collections from specific designers), but the time-sensitive information is presented in a more artistic way so that even after the information is "expired" it's still enjoyable. Many mooks are published in serial like magazines, but it's not uncommon to see a mook published less frequently than a magazine (so where some fashion magazines are usually 12 or 24 issues per year, mooks are most often 2, 4 or 12 issues). Probably the Mook that most lolita are most familiar with is the Gothic & Lolita Bible series, or perhaps Larme.

Anyways, the e-MOOK Takarajimasha Brand Mook series would take a brand / IP like Angelic Pretty, Baby, Pink House, Disney, Madeline, Peter Rabit, and so on and do a collaboration with them (example on Amazon Japan). The peak years for these was like 2011-2014 IIRC. They would produce a low-cost version of an item featuring the brand's art, usually a tote bag, but there were also folding umbrellas, lap blankets, cosmetic cases, purses, and so on. And then they would make a book to go with it, and these two things would be packaged together in a book-shaped box and put on the magazine shelf in places that sell magazines. So the idea is that someone who maybe wouldn't buy an AP purse for retail price, might buy this mook for ¥1,500 that comes with a "free" tote bag.

This particular book was themed as the "Angelic Pretty Museum" and opens with an artistic photoshoot, which is what was in the post, here are a couple images for context. This looks very ETC in Spoon to me.

There is then a 4-page spread of the latest dresses. Next is the table of contents, which lists 11 items completly arbitrarily because they aren't the main content items in the mook. It has print galleries where it shows a swatch of a print with the name + some random items with info. It has a series of makeup and coord tutorials. There are street snaps and then some celebrities wearing AP + what they are up to right now, a timeline of AP's history, an interview with Maki and Asuka, a gallery of AP postcards, a gallery of novelty items, "reader" photos of people around the world wearing AP + letters and cards and other gifts AP was given, a gallery of collaboration items, and thena 2012 teaparty event report. It's presented overall as an artbook / fan book, and a lot of the jfashion e-MOOK Takarajimasha Brand Mooks lean really heavy on photoshoots + photoshoped page layouts like this. I assume it's because they fill space without having to write anything, and the brands just don't have a whole lot to write about. This particular one is honestly better than a lot of the ones I have content-wise. Some of them are very, very light on actual content. And the more issues they made with a brand, the more likely they were to run out of things to say / re-publish a re-write of the same timeline of the brand.

It's worth noting the photoshoot in the little staple bound booklet with the phone case they sold in a similar way the same year had pretty simple photos:

And while the summer AP catalog from 2013 uses a couple photoshoot sets like this kitchen, it also included normal old "there is a backdrop behind this model" photos.

I think in the case of the e-mooks it's really more of the e-mook art director trying to put together "content" and pushing the envelope on styling than it is AP actually producing these photos as "normal" AP photoshoots. If you go over to AP's instagram, there are also more poses for each of the photos for this current collection that didn't make it onto the gallery on the website. However, it does still feel very website-stock-photo-y to me. Which is weird, because Insta doesn't favor this kind of post, it favors video. Now, that said, Innocent World is doing almost the exact same thing, except they post a little video of midori and misako doing the same exact twirl in each set of dresses.

I do think Both IW and AP are shooting whole catalogs back-to-back with the same model(s), same backdrop, same hair and makeup now, which also suggest that they just aren't spending nearly as much time/money on the photoshoots as AP used to. Both brands are also selling out on a lot of their stuff, so, like, IDK, it might just not be cost effective to them to invest in elaborate photoshoots when they aren't publishing anything other than a catalog/lookbook and even that is selling out when it's "boring".

I do think the decline of print media is for sure lowering the quality / quantity of "official" photoshoots we are getting though.

From Kera Magazine May 2004 among the street snaps! I initially saw this in a very blurry scan and yet still my eyes laser beamed towards this and I nearly shouted BOLD STRAWBERRY... I was correct.

This is Bold Strawberry JSK by Emily Temple released in 2001. This also means it's a children's size.

Both photos from lolibrary.

The lolita in the street snap is wearing the cut on the left, but there are no photos of the pink colourway of it on lolibrary, so you get the other cut in the pink colourway that's in the street snap. I actually do prefer the other cut due to the nice square neckline and ribbon border.

I always tell people I am an Emily Temple Cute identification machine (pre- like 2015). That gets funnier when you consider that I'm visually imapired lol. It's such a nice design.

#also i just realised how to add image descriptions on tumblr #bc i couldn't find the option #anyway I love ETC #old school lolita #lolita fashion #egl #emily temple cute #shirley temple #sweet lolita

oldschool-lolita-archive

Riura wears an unknown Meta op with cape in red tartan.

Is the capelet different? Looks like a smaller check.

Example image via Wunderwelt.

oldschool-lolita-archive

A friend of Milka wears Shirley Temple’s nurse op in sax.

#omfg I didn't know this dress was made in adult size #or 160 i guess #I've loved it for a long time so #this is great news

mistypedmewo

Lolita brand called "prettiest" from 1999???

Fruits Magazine vol.22 May 1999 page 26

Does anyone have any info on this? In the description, it says her shirt (under the jacket) is her brand "Prettiest" and that it will open in March (1999 presumably) in Shimokitazawa. She also says her brand is lolita and that her name is Kuniko. Does anyone have any info on this?? Does anyone have photos of their clothes? Is this some kind of rip-off of Pretty (which became AP)?? I have many questions...XD

mistypedmewo

Update: This is BTSSB's Uehara Kumiko (thank you person who replied to my post)! Hilarious on my part but unfortunately I do not know many designers' names, so! There are a few of her brand's pieces archived on lolibrary.

From Lolibrary wiki: "Kumiko Uehara (上原久美子) - One of the lead designers at Baby the Stars Shine Bright. She went to fashion school, sent her resume to Baby, and was rejected (baby had 0 staff designers at the time). So she started her own brand, and a year later after her brand was in a magazine, baby called her and hired her. She designs the orthodox/mainstream clothes. (For example, the standard style everyone says “this is the BABY style” that's made of solid color cotton material with torchon lace.) Also designs all shoes, bags and parasols."

So "her own brand" in question is Prettiest, the one that is mentioned in the streetsnap above!! I guess it only existed in 1999 then! XD

#baby the stars shine bright #old school lolita

draculascakes

Today I'm celebrating giving blood 50 times! Patting myself on the back

Lolita brand called "prettiest" from 1999???

Fruits Magazine vol.22 May 1999 page 26

Does anyone have any info on this? In the description, it says her shirt (under the jacket) is her brand "Prettiest" and that it will open in March (1999 presumably) in Shimokitazawa. She also says her brand is lolita and that her name is Kumiko. Does anyone have any info on this?? Does anyone have photos of their clothes? Is this some kind of rip-off of Pretty (which became AP)?? I have many questions...XD

#i really wonder if it is a rip off #but maybe not???#I initially assumed this was some AP line I wasn't aware of but it isn't #plus it wouldn't make sense timing wise #old school lolita #egl #lolita fashion #angelic pretty