Sweet Lolita [Amaloli]
Makeup used in sweet Lolita is common throughout most Lolita styles. A natural look is emphasized, to help maintain the childlike feel of Lolita. Light pastels and natural colors make up the Lolita makeup color scheme. Look at the Beauteous Pink Cotton Sweet Lolita Dress with White Straps.
Sweet Lolita places its focus on the child-like aspects of the Lolita style. Outfits consist of pastels, gingham or other colorful prints, lace, bows, and ribbons to emphasize the cuteness in the design. Popular themes in the sweet Lolita are references to Alice in Wonderland, fruits, sweets and classic fairy-tales. Jewelry often reflects this fantasy theme. Headdresses and bows are also a popular hair accessory to the sweet Lolita look. Bags and purses are often very cute with princess-like designs, and often in the form strawberries, crowns, hearts, and stuffed animals.
Momoko, a protagonist in the book/film Shimotsuma Monogatari (Kamikaze Girls in the US), is a popular example of sweet Lolita. She idealizes the rococo period and tries to "live" in the Rococo lifestyle through Lolita. She loves the popular Sweet Lolita brand, Baby, The Stars Shine Bright. Other Sweet Lolita brands include Manifesteange Metamorphose temps de fille and Angelic Pretty. Emily Temple cute (sister brand of Shirley Temple, a Japanese boutique for little girls), Jane Marple, and MILK are brands that carry more clothing that would be considered more casual, and are available to purchase at department stores in Japan.