Making Old School New Again: Priere

Chunky platforms, bloomers peeking out the bottom of a skirt, yards upon yards of lace, lacy headdresses tied under the chin—all things we tend to think of when we reminisce about what Lolita used to be. But what if it was all back again, and with an updated look that was cutting edge and even trendy? That's exactly what Japanese indie brand Priere is doing!

Taking inspiration from antique dolls, Yukarin of Priere has created an angelic vision that harkens back to what Lolita was in the 90's, as well as the Victorian revival of the 1970's that brands like Gunne Sax popularized. Japanese pop culture is experiencing some serious 90's nostalgia at the moment (perhaps all the 1980's Fairy Kei girls have grown up and the girls who grew up in the 1990's are taking their place as queens of street fashion?) and is coming up with ways to reinvent the looks of the decade in fresh new ways. 

Perhaps the best way to make coordinates like this cutting edge is the way they're styled, gone are the bare faces and simple hair of early Lolita, and in their place are the currently trendy looks that seem to borrow heavily from moe pop culture. High bright blush, berry red lips, and flawlessly natural looking hair, often with professionally dyed unnatural colors, give a finished look to the old fashioned layered dresses.

One thing I particularly love about this brand's stylings is the use of mixed off-whites, with only touches of brown or gold, and yet most of the looks are paired with darker shoes, something that was very frequently seen in old Lolita street snaps. I think that the pairing of lighter frilly dresses with dark shoes has such an endearing look, and reminds me so much of sepia toned antique photographs of little Victorian children.

While Priere is not a Lolita brand, the aesthetics are very similar and I think that anyone interested in Lolita, particularly the current Classic Lolita trends, can find a lot of inspiration from this up-and-coming designer. The bell sleeves, the peeking bloomers, the layers of sheer lace, these are all things that elicit a strong sense of nostalgia from most Lolitas who've been in the fashion for a while, or even new Lolitas who know their roots, and it's exciting to see a new designer put a fresh face on the older designs.

Priere is a very new line and currently only has an Instagram with the promise of a future webshob. But you can also follow Yukarin's personal Twitter and Instagram for more. Tokyo Fashion also features an interview with Yukarin here.