Milk and Tea is a collection inspired by Japanese street fashion, a specific subculture that is highly influenced by Victorian clothing and styles from the Rococo period called Lolita fashion.
This collection takes on romantic references with a serene mood - Victorians and Edwardian era themes inspired in
silhouette, focusing on intricate lacework and a contemporary play on time-honored styles.
silhouette, focusing on intricate lacework and a contemporary play on time-honored styles.
What is Lolita and Why?
The term ‘Lolita’ has negative connotations due to the western culture book by the name Vladimir Nabokov, however for Japanese culture it refers to cuteness, elegance, and modesty (The V&A).
It is a product of traditional Japanese culture, Western influence, and modern Japanese pop and youth culture (Brenan, M. 2015).
Lolita’s make it notable that this is NOT a form of ‘cosplay’ or ‘costume’ (The V&A).
Looking at the adult landscape, with its pressures of debt, competition, and
responsibility, it is no wonder that people want to escape into the infinite time, space and promise of childhood. (Kerr, H. 2016)
responsibility, it is no wonder that people want to escape into the infinite time, space and promise of childhood. (Kerr, H. 2016)
Cute becomes a way of resisting the adult world. (Kerr, H. 2016) Japanese women used cute culture as a denial of female sexuality and all the subjugation it implied. (Kerr, H. 2016)
It's always been community-based around sharing interest for the fashion or being fans. (Brenan, M. 2015)
Product Research
AGE IN LOLITA FASHION
“Age is not a hindrance to pursue cuteness. There are several famous Japanese models such as Misako Aoki and Tsui Fukasawa who are over thirty. But they always stick to their lives in an elegant way and show everyone this culture. “ Gabrielle as a Lolita lover and college student says. (Yulunzhang, 2020)
According to sample survey from Chengdu Business news, 10% of the group are aged over 30. For those Lolita lovers, their living environment are the same as other ordinary women aged approaching 30. (Yulunzhang, 2020)
CONFIDENCE IN CLOTHING
What you wear is a message to others and to yourself about who you are. The “psychology of clothing” tells us that there’s more than meets the eye when it comes to the clothes you choose. (Lopez, C. 2021)
What you wear directly influences your thoughts and behaviors. It also impacts how others perceive your personality and actions. (Lopez, C. 2021)
SIZING: THE MARKET & EXPECTATIONS
The Japanese fashion industry's overseas market is limited and they aren't going to expand their sizing to accommodate it." - (Vallani, S. 2013)
Silhouette
This aesthetic will play a
traditional look for Classical Lolita. The Cupcake and Fit-n-Flare silhouette appeals to the
consumer seeking comfort
alongside a more put-
together,
flattering look for Afternoon Tea
parties.
This aesthetic will play a
traditional look for Classical Lolita. The Cupcake and Fit-n-Flare silhouette appeals to the
consumer seeking comfort
alongside a more put-
together,
flattering look for Afternoon Tea
parties.
Color
In this collection uplifting champagne and rosé tones feel delicate and
luxurious. Paired with beige, sandy tones that offers a sense of calm, comfort and balance.
In this collection uplifting champagne and rosé tones feel delicate and
luxurious. Paired with beige, sandy tones that offers a sense of calm, comfort and balance.
Design Details
Ticking both the
versatility and the textural interest boxes, shirring are a failsafe detail that can be backed in volumes. Lace will remain relevant, for elevated casual styles. Elastic
waistbands will provide stretch.
Ticking both the
versatility and the textural interest boxes, shirring are a failsafe detail that can be backed in volumes. Lace will remain relevant, for elevated casual styles. Elastic
waistbands will provide stretch.
The Mellow Dreamer Collection
Production Details
Clo 3D - Mabel One Piece
Style Cards
Spec Packaging - Mabel One Piece
Sketching
